The authors use their own strategic, four-step negotiation process to teach sales professionals how to attain quantifiable value in their dealings: 1. "Estimating the negotiation. What are the actual issues in the negotiation? Sellers determine the effects, both positive and negative, of a lost deal.2. "Validating the estimation. A fact-finding exercise to confirm the accuracy of previously made assessments.3. "Creating value. Sellers structure a series of deals creating measurable value for parties on both sides of the negotiation. Each offer addresses the essentials but goes on to include additional benefits for the buyer.4. "Dividing value. A presentation of "multiple equal offers" is made to buyers, providing more value and choices than they anticipated.
