How to Establish a Win-Win Relationship in Sales?

Win-win relationship
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This article was written by the partner of LUZ Juracy Abbondanza, specialist in complex sales, responsible for Abbondanza Business Solutions.

Many say Win-Win, which would be I win it wins, but let's assume Win-Win, that is, the seller wins and the customer also wins.

The first idea is that whenever someone wins, there is automatically a loser. But this is not always the case, whether professional or personal. In fact, the ideal is that this is never the case and the two sides, somehow, are winners.

customer prospecting worksheet

Imagine that on a Saturday afternoon you planned to relax listening to music and drinking a cold beer. Suddenly your wife decides to go to the mall and calls you to accompany her. Ready your plan was by water (or beer) below! All you did not want right now was to go to the mall and walk from store to store. But, think about it! If you do not present her with a good argument for not going, you can create a "climate" and spoil the weekend.

And now, what to do?

You have to think of a strategy and submit a proposal to resolve the situation without either side being harmed. After much negotiation they find an exit: you accompany it to the Shopping Center, but it does not go to the stores. As well? While she does the shopping you wait for her to have a drink in a mall bar that has a live music on Saturday.


Both had their expectations met, even if not as predicted initially, and the two won!

She might even want to have a little shot with you after shopping!

Win / Win Model

Based on the Win-Win model the high-performance vendor greatly increases the likelihood of repeat business with the customer.

After all, he does not want only win the order and bill the commission.

In addition to the order, the objective is to meet the customer's expectations, leaving satisfied, establish a long-term relationship, repeat business and have another reference source in the market to indicate your product or service to future customers.

In every negotiation, be it professional or personal, everyone has the objective of winning. This is the expectation of the seller and the buyer.

However, if we do not have the proper care, it will not always be that way.

With each of the purchasing influences there will be a relationship and the seller is responsible for the positioning of each one in the quadrants of the relationship matrix. Ideally, everyone should be positioned in the win / win quadrant.

Relationship Matrix Win-WinIt is important for the seller to construct a matrix for each purchase and continuously manage your placement with each of them as the negotiation evolved. The ultimate goal is to meet the expectations of each and of course yours.

customer prospecting worksheet

Quadrant Win / Win

win-win: everyone winsThis is always the best of the worlds and the goal to be achieved.

Build with the buyer a partnership it is always an attitude that the seller should take from the beginning of the relationship. you show that you are looking for the partnership when you are concerned with eliminating the uncertainties of the buyer, indicating which way to pursue the search for solutions to the company while attending to personal wishes. Always ask questions that confirm that you are perceiving exactly what the client wants, and that he is fully understanding what you are transmitting.

Nothing is more rewarding for a professional complex sales than turn a difficult buyer into a partner and get to be with him in the win / win quadrant. Thus, the seller ensures that it will repeat business and will have created a market benchmark.

Gain / lose quadrant

smart seller: the customer gets lostIt is the quadrant of the "smart" salesmen!

This is the sales positioning where the auto salesperson gives a "forbidden" on the vehicle to hide rust and / or back the odometer to appear less wheeled. This is also the case with salespeople who promise a deadline that they know will be impossible to meet but still take over and make the sale. Many times the seller promises a technical assistance with a response time out of their reality knowing that they will not be able to comply.

The client will certainly at some point find out that he has been deceived, will be dissatisfied and will not return to a new purchase.

Quadrille loses / wins

losing seller to make the saleThis quadrant houses those negotiations where the seller takes a detrimental attitude to him and his company in the attempt to be able to establish partnership with the client.

It is the case of giving more discount than possible, achieving a different delivery time or adding some value to the product without changing the general conditions of sale (for example free maintenance for 1 year). In these cases the seller will sacrifice his margin to meet what he promised.

Of course the customer will like it and close the deal.

The risk here is that it will want the same conditions, or better, in future negotiations and in case the seller is unable to repeat, will cause stress and will.

This is not to say that the seller can not practice this attitude in certain negotiations, the important thing is to make it clear to the buyer that a nonstandard condition is being practiced due to punctual occurrences, which must be perfectly displayed and explained to the buyer, leaving of course they will hardly be repeated.

Quadrant loses / loses

Lost-Losing quadrant: clash between seller and customerAt the end of the negotiation, the seller and buyer will hardly be positioned there, unless the vendor has not properly managed the sales process. It is important for the seller to identify how the buyer is perceiving what the personal gains will be, other than the corporate earnings, otherwise have problems in future sales, or fail to close.

A good salesman knows he does not get anywhere if there are no mutual winnings and needs to make that clear. When the buyer identifies this in the seller, he starts working for the partnership as well.

customer prospecting worksheet

Evaluating your position

This is a continuous behavior throughout the sales process!

  • Are the proposed business conditions within my company's standards?
  • Is my gain rewarding? Is it consistent with the time I'm dedicating to business?
  • Will the buyer expect the corporate solutions to be met? Is that clear to him?
  • And the buyer's personal yearnings? Were they properly perceived?

These are some questions that help the seller to evaluate their position against buying influences. This evaluation should be done continuously and in a structured way.

The salesperson has to search for the answers, do the analysis and apply the course corrections to achieve the positioning in the win / win quadrant.

I win and he wins!

At the end of the negotiation, it should be clear to the buyers what the results will be achieved by the corporation (low cost of ownership, ROI, increased efficiency, ease of operation, reliability, etc.) and personal gains (recognition, promotion, of change, more power, etc.) each will have with the purchase decision for the product or service offered by the seller, who in turn closed the deal without making predatory concessions.

And why not take a little chop to celebrate?

complex sales - chopp to celebratecustomer prospecting worksheet

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