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Think! Inc. - business negotiation, redefined

ITSMA’s article: Combating Commoditization and Upholding Value: Marketing’s Role in Shaping Negotiation Strategy

ITSMA (IT Services Marketing Association) cites Negotiation for Sales Effectiveness research study results in their July 2007 e-zine. 

According to a new research study by the Strategic Account Management Association (SAMA) and Think! Inc., a vast majority (80%) of the 361 study respondents said that “they see mounting irrational competitive behavior, such as competitors drastically lowering prices or giving away services.”  This type of behavior, added Barrett Moore, a negotiation consultant at Think! Inc., is a problem because “giving away value tarnishes brand perception and signals competitors to do the same, lowering margins for everyone.”

To read the rest of this article, click here.

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