Key Learning Points

• Recognize and address different buyer types – Identify "Do It Themselves" and "Do Nothing" buyers and adjust your approach to increase engagement and reduce wasted effort.
• Leverage relationships for stronger negotiation positioning – Understand how trusted relationships impact pricing and decision-making.
• Navigate power dynamics – Ensure you have access to decision-makers and influencers, reducing the risk of deals stalling.
• Apply the Iconic Selling Framework to negotiations – Use Pain, Vision, Value, Power, and Plan (PVVPP) to maintain integrity and drive successful outcomes.
• Master essential negotiation tactics – Learn strategies to respond to pricing pressure, counter last-minute discount requests, and use performance-based pricing effectively.