Negotiation by its very nature means you will need to make some concessions to get what you want. So it is important not to start sales negotiating unless you are well prepared and have a clear plan of what you want to achieve.
Customers, on the other hand, frequently try to extract concessions during the sales cycle before formal negotiations begin, which leads to the risk that sellers agree to these demands in their efforts to progress the sale. Such concessions are often not costed before they are agreed and because they are made piece-meal, over a period of time, their full impact may not be realised until later.
The result is that sellers give away things that can be traded during later negotiations giving them less room for manoeuvre when the real negotiations begin. Customers, of course, rarely recognise or place value on any concessions made to them before the start of the formal negotiations.
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