Everyone needs a good book to help them build essential skills for their career. If you’re in the sales industry, you must grab a copy of “Nine Secrets to Win Deals and Influence Stakeholders” to help you learn how to negotiate better. But how is this book going to help you become a better negotiator? In this episode of The Sales Evangelist Podcast, host Donald Kelly interviews the author and negotiation training expert, Mark Raffan. He shares his insights on why negotiation is often perceived as complex and how to navigate it effectively. Also, he discusses the key principles from his book, which aim to simplify negotiation and help readers achieve better outcomes in their deals. Mark Raffan Background Mark is a negotiation trainer at Negotiations Ninja, where he helps sales leaders develop and deliver content worldwide. His job is to help people make more money, close more deals, and become better negotiators. Recently, he wrote the book, “Nine Secrets to Win Deals and Influence Stakeholders.” Dissecting the Complexities of Negotiation Mark begins by addressing the misconception that negotiation is a mysterious and magical process. He attributes this perception to media portrayals in movies like "Wolf of Wall Street," which depict negotiations as effortless and producing instant results. However, real negotiation is far from glamorous and relies on strategic planning rather than magic or tricks. Unlocking Success Drivers The book emphasizes the importance of understanding what one wants to achieve in a negotiation. Mark advises readers to define their contractual terms, target upsells and cross-sells, and identify strategic areas to drive value. This strategic planning is crucial in avoiding reactive behavior during negotiations, allowing negotiators to maintain control and increase their chances...

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