Negotiations and Category Management integrated
To learn more T. +371 22001894 or E. best@besttraining.lv
· Feedback from participants and trainers
To learn more T. +371 22001894 or E. best@besttraining.lv
To learn more T. +371 22001894 or E. best@besttraining.lv
· Feedback from participants and trainers
To learn more T. +371 22001894 or E. best@besttraining.lv
Introduction.
Course
objectives, expectations and introduction to course essence
Neuroscience and
emotional intelligence in relationship building.
Opportunity vs.
pain. Where should one look for the basis of closing the deal? Your main
competitor is other party’s status quo.
Category management definition and process.
What is category
management process and why is it worth talking about when planning
negotiations? During this session we will talk about how category management
understanding can become the platform for relationship building.
The impact of cultural differences in the
negotiations.
Does everyone run negotiations in the same way? The influence of values
and culture on negotiations style and satisfaction from the achieved result.
Lewis model and personal value tests. What could we adopt from other cultures,
including Chinese, Arabs, French, and Japanese, and how to use it in practice,
even if we do not negotiate in a foreign country?
Negotiation’s tool #1. Listen!
Listening skill is the cornerstone for
successful relationship building. Taking over and keeping the initiative using “conversational
aikido”. Listening barriers. Building your
own question tree – a logical
sequence of questions and escalation corresponding to the stage of the
negotiations and the relationship. Understand before being understood. When to
answer the question and when to avoid it?
Preparing for negotiations.
Mandatory items to prepare before the
negotiations – preparation checklist. Setting the negotiations “scene” –
opening the conversation, rules, party roles and wishes, room setting and other
small but very important tools. Negotiation before negotiations.
Prioritizing partners and categories.
Not all the partners and not
all the categories are equally important for us. To focus or to try achieving
the results on all fronts? To achieve results in all categories with all the
partners we will often lack the resources. What should you pay attention to
when prioritizing one part of the business over the other?
1 and 2 steps: category definition and category roles
The decisions taken during these two steps
lay the base for everything that happens in the category later. In the first
step the parties agree on how they understand the category structure, its
limits, and shopper decision process. In the second step the retailer
prioritizes the categories. We will look into what happens in both steps, how
each of them informs tactical decisions later on. We will also discuss how the
conversations may turn between the partners based on the decisions taken.
Steps 3, 4, and 5: category assessment, objective setting, choice of the
strategy.
During these steps parties analyze
category results, understand category development opportunities, set goals and
choose KPIs to help you keep track of how close you have come to your target.
Based on the set objectives you choose the strategy or, in other words, ways
you will achieve them.
Understanding of what happens in the
category and clear vision about development opportunities will help preparing
for a constructive conversation about the tactical plan (assortment, placement,
prices and promotions).
Negotiation theater.
Negotiations is
a theater – parties do not show their real state or constraints, just what is beneficial. What
is going on in the head of the other person, why do they tell me this, how does
that change my feelings and influences actions? Negotiation benefits, why we do
not like to bargain and what to do with it? Main prerequisites for really
successful negotiations. Fair price or the price we can agree upon - the
negotiations axiom.
Confidence and goals.
(ZOPA, BATNA, SO/WT). Confidence effect
on results. Influencing and changing the confidence. How does it look from both
sides of the table?
Selling ideas – tool to engage with decision making
mechanism.
Ability to sell ideas is important to buyers not less than to sellers.
Regardless of your side you need to know how to persuade and structure your
speech. Always be closing and signs of potential agreement.
Objections.
Why people object and how to
overcome it? Understanding tactics of objection handling may help in any
situation of not matching opinions from commercial to personal. Four steps of
objection handling.
Step 6: Tactical plan
At this step the assortment is selected,
prices are set, planograms created and promotional plan is agreed upon. How
does it take place and how can you achieve a better deal? How to use private
label as a tool of negotiations?
Negotiation modes.
Negotiations are not a homogeneous
process, and the ability to change the pace and temperature is very important.
Aggressive negotiator’s actions in highly competitive negotiations.
The effects of the personal situation and motives of the person who negotiates (what do we not see?); negotiations for mutual benefit (cooperation) – how to find “win-win” situations. The strengths and disasters of organizations – mapping of organizations with conflicting interests within one company.
Steps 7 and 8: category plan implementation and review
Whatever has not materialized in the store
will not bring better results and satisfied shoppers. This is why category plan
implementation is as important as all the previous steps together. How do we
make sure the plans are implemented in the best way possible?
Deadlock.
Getting into deadlock. Deadlock as a fact and
as a tactic. Why is negotiation deadlock necessary and how to escape it?
Practice escaping deadlock.
Tactics in brief.
What should we do with tactics that we face
every day? How can we use them and how can we resist? How to use “fake (funny) money”
and how not to fall in its trap?
Decisions and implementations.
Taking on practical steps and creating own implementation plan
NB! Throughout the program, between sessions there are specific homework assignments for skill integration. Role-playing games with specially prepared discussion cases are used as discussions.
To learn more T. +371 22001894 or E. best@besttraining.lv