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Thank you for participating in this Important Negotiation Benchmarking Study.
In this survey, we will be asking questions about a recent price negotiation you have participated in during the last year. We will ask about the context of the negotiation, customer characteristics, product and service characteristics and specific negotiation tactics used by your firm and the customer.
Let us talk about the most recent WIN deal that you have worked on. For the purpose of this study, a WIN is defined as any negotiation that resulted in substantially lower sales to the customer or failing to gain substantial volume when you already have low sales to the customer.
It is important to answer each question in the survey. There are no right or wrong answers to the questions. If you are unsure of the exact answer, please provide your best guess.
Thank you again for your help. |
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We would like to understand some general information about the customer involved in this negotiation. |
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* 1. How would you describe the customer’s primary business? (Please check one.) |
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2. How large is this customer relative to other served by your company?
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* 3. Was the customer experiencing any unusual financial or market pressure at the time of the negotiation? |
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* 4. Did the customer have a professional buyer handling the negotiation? |
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* 5. Would you say you have a close working relationship with the primary buyer at this company? |
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| * 6. What is your best estimate for the percentage of the customer’s business that your company currently holds in this product category? | | |
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* 7. Is this customer one of the larger accounts in your territory? |
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* 8. Was this negotiation focused largely on one of your firm’s new products? |
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Now we would like to ask some questions to understand the context of this negotiation. |
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* 9. What type of goods were the primary focus on the negotiation? |
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* 10. How do you think the customer would describe the size of this purchase? |
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| * 11. Approximately how much sales volume was up for bid? | | |
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* 12. To the best of your knowledge, how many vendors (including your firm) were bidding on this deal? |
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* 13. Were you the incumbent supplier holding a majority of the customer’s business? |
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* 14. Did your firm have any notable product or service failures with this customer in the 6 months prior to the negotiation? |
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Please indicate the extent to which you agree or disagree with the following statements:
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Product and Service Advantages |
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A vendor’s product and service quality are often a key determinant of negotiation outcomes. Please tell us about the nature of your products and services. |
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How do your products and services compare to your competitor’s product and services?
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How important are the following attributes to this customer?
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Customer Negotiation Tactics |
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In this section, we would like to explore specific tactics used by the customer during the negotiation. |
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Did the customer use the following tactics at any time during the purchase and negotiation process?
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* 44. Overall, how would you describe the customer’s negotiation style over the course of this negotiation? |
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Vendor Negotiation Tactics |
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In this section, we would like to explore specific negotiation tactics used by you or your firm during the negotiation. |
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Did you or anyone at your firm use any of the following tactics during the course of the selling process and negotiation?
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Finally, we would like to learn about the final outcome of this negotiation. |
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* 54. How did sales volume to this customer change as a result of this negotiation? |
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55a. Approximately how much would you estimate that sales volume decreased following this negotiation? |
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55b: Approximately how much would you estimate that sales volume increased following this negotiation? |
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* 56. How did prices for the primary products change as a result of this negotiation? |
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* 57. Approximately how much did prices decrease on the primary products for this negotiation? |
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* 58. Approximately how much would you estimate prices increase on the primary products for this negotiation? |
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* 60. How was your business relationship with this customer impacted as a result of this negotiation? |
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We would like to get some basic information about you and your company to provide context for the negotiations about which you will be reporting. |
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61. How would you describe the industry for your division in your company? |
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| * 62. What are your division’s approximate annual revenues? | | |
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63. How would you describe your firm’s approach to pricing? |
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* 64. What is your current job title? |
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| * 65. How many years have you worked for your current firm? | | |
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| * 66. How many years of sales experience do you have? | | |
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* 67. Have you ever participated in formal negotiation training? |
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| * 68. Approximately how many price negotiations do you participate in during a typical year? | | |
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| * 69. On average, what percentage of your income is derived from sales commissions? | | |
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* 70. How are your commissions determined? |
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Would you like to receive a summary of the survey results? |
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