Notice it says sell first and negotiate second. It does not say negotiate first and then try to sell. It’s important that you don’t forget which one comes first!
Let me share a paragraph from my new book, A Mind for Sales:
One of the great misconceptions people have about sales is the notion that all salespeople want to do is negotiate. Making this worse is the misconception that negotiating is a process where both sides are trying to take advantage of each other. This perception is one I cannot stand. As bad as it is for non-salespeople to subscribe to it, there are a lot of salespeople who believe it too. No wonder so many people hate waking up on Monday morning, or any morning. They know they will be negotiating a deal. To people who think this way, having to face the lions in the middle of the Roman Colosseum with
