Imagine running Harvey Norman’s computer division, and doing deals with hundreds of suppliers, day-in, day-out, to feed a $400 million portfolio. And no excuses, you’ve got to win to stay in the game. That challenging experience taught Tony Gattari every trick in the book on how to negotiate to win. Now, years later, Tony’s mission is to inspire others on how to win at negotiating. You don’t need to beat the opposition into submission though, he says. Make sure it’s a win-win and that everyone’s happy with the eventual outcome. Tony takes us through his leading tips on how to negotiate like a winner. And his first tip: don’t hurry!
Click on the play button below to listen to this interview we did with Australia’s leading business audio magazine “Business Essentials” in January 2013 .
I have tried lots of sales techniques in his long selling career. It used to be the traditional way – selling low cost items like computers in rapid succession. But traditional techniques don’t work with high value products and services delivered over weeks and months, Tony says. That’s where spin selling makes all the difference. Tony stumbled across spin selling when he started his training and consulting business. He read a book about it, written by Neil Rackham. And he’s never looked back. SPIN is an acronym: S – the situation of the client; P – the client’s problem; I – the implications; and N – the need pay-off. But of course there’s a lot more to it, which Tony outlines for us as he reveals the secrets of spin selling and why we should all develop a spin selling system for the sales people in our own businesses.
Let’s be brutally honest: if you spend a heap of money on marketing campaigns and get next to
nothing in return, the chances are your marketing sucks! So says a forthright
Tony Gattari this month, who looks at thirteen good reasons why this might be
the case. You’ll probably recognise most or all of them as valid and pretty
obvious: you don’t have a plan, for example; you have no idea who your ideal
customer is; you don’t know what compels people to buy; you do the same thing
you’ve always done and expect a different result – that,Tony points out, is
Einstein’s definition of insanity. The list goes on and there’s a lot to learn
and remember. But Tony Gattari believes that if you can nail all thirteen points
on his list, you’ll have a fantastic year ahead in marketing. If you don’t,
you’ll probably end up getting the same results as you’ve achieved up to now.
It’s a simple choice, right?
Click on the play button below to listen to this interview we did with Australia’s leading business audio magazine “Business Essentials” in September 2012 .