Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value – Philip Kotler
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Negotiating is quite a difficult task!
Moving from mere negotiating experience (knowing what has worked in the past) to specialization in negotiation (knowing why did it worked) is not an easy task, but it is critical for those who wish to overcome obstacles and achieve negotiating results of excellence.
However, is experience enough to make us expert negotiators? If so, experience should have a good answer for most of business dilemmas, such as:
“The purpose of any business is to create and maintain clients.”
Peter Drucker
“And to ensure that you make money from keeping the client happy.”
John Egan
Nowadays, everyone has to “sell” and create value for the company regardless of their job description. In a changing world, where profitability, efficiency, competitiveness, and sustainability of results assume a new relevance, the commercial role takes on a crucial importance for the companies.