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All| There are 1828 entries in the glossary. |
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| ABC | always be closing... sales tip
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| ABC account classification | the classification of customer accounts within a sales territory or region into groups according to their size and potential, and, therefore, their importance, the classification is used primarily to determine call frequency
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| above-the-line advertising | advertising which employs one of five main media - the press, television, radio, cinema and posters, see below-the-line advertising
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| absolute cost advantage | the cost advantage one company has over another if it has a cheaper source of raw materials, control of superior knowledge through patents, cheaper manufacturing or assembly costs, or similar benefit
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| absolute costs | the minimum costs that an organisation must bear to remain in business, see absolute cost advantage
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| accelerator principle | the notion that an increase or reduction in consumer demand will affect several layers of demand in organisational markets, for example, an increase in consumer demand for soft drinks will lead to an increased demand by retailers for soft drinks, an increased demand by soft drink bottlers for aluminium cans, an increased demand by aluminium can manufacturers for aluminium sheet, an increased demand by aluminium sheet manufacturers for aluminium ore, and so on, see derived demand
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| accessibility | one of the four major requirements (with actionability, measurability and substantiality) for useful market segmentation, accessibility expresses the notion that the segment targeted must be able to be reached and served adequately by the firm's promotion and distribution system, see actionability, measurability, and substantiality |
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| accompaniment report | after an accompaniment visit the manager completes a report on the performance of the sales person, usually resulting in a follow-up action plan or additional training
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| accompaniment visit | where a manager or trainer accompanies a sales person while meeting prospects or customers
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| account | a customer - (usually a B2B organization), the individual or company your are doing business with |
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| account executive | see account manager |
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| account manager | a sales representative responsible for a major customer account or group of major accounts
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| account objectives | the specific aims and sales goals to be achieved within a specified period by a salesperson for an account for which he or she is responsible |
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| account opener | premium given to customers as a reward or thank you for opening an account
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| account penetration ratio | a measure used to evaluate salespeople; the percentage of accounts from which orders are secured is calculated to provide a measure of whether the salesperson is working the territory in a systematic way or simply "milking" major accounts
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| account representative | a salesperson with direct responsibility for a specific major account or a group of major accounts
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| achievement drive | a term coined by Harvard psychologist David McClelland, who believe this was one of the key factors in any successful accomplishment, Dr. McClelland suggests achievement drive does not add to an individuals skills, it multiplies them, also known as ambition, drive, desire to excel, will to win, or competitive nature
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| acid test | a common ratio used to evaluate a firm's liquidity, calculated by dividing cash by current liabilities, see current ratio and quick ratio
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| action plan | detailed steps taken by an individual, unit, department or a team to achieve long or short-term objectives
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| actionability | one of the major requirements (with accessibility, measurability and substantiality) for useful market segmentation, actionability expresses the notion that the segment targeted must be of an appropriate size for the company's resources to handle, see accessibility, measurability, and substantiality |
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| active listening | term used to describe high level of listening capability and method, in which the sales person actively seeks to understand how the speaker feels, and what their issues are, in which the type of listening extends far beyond common inattentive listening
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| activity quota | a common form of sales assignment, goal or target used to measure a sales representative's performance in relation to his or her selling activities; activities used in this way include total calls made, total sales made, number of new accounts opened, number of displays set up, and so on
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| activity reports | reports requiring salespeople to provide details (e.g. number of calls made, new accounts opened, displays arranged, dealer sales meetings attended, etc.) as a measure of their activity in a given period
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| actual product | the tangible features of a product, including styling, quality level, features, brand name and packaging, also called the formal product or tangible product, see augmented product and core product
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| adaptive selling | a technique which calls for the salesperson to adapt his or her social style to that of the buyer in order to maximise effectiveness and buyer comfort the salesperson's ability to change directions during a call based on what happens during the call
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| adaptivising | a planning philosophy implying a firm's intention to continue to maintain, and expand, its present operations, to do better things in the future than have been done in the past, see optimising, and satisficing |
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| added value | the element(s) of service or product that a sales person or selling organization provides, that a customer is prepared to pay for because of the benefit(s) obtained, added values are real and perceived, tangible and intangible, a good, reliable, honest, expert, informed sales person becomes a very significant part of the selling organization's added value, as perceived by the customer, if not by the selling organization
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| adoption rate determinants | factors which influence the rate of adoption of a new product, see communicability, compatibility, complexity, divisibility, and relative advantage
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| advantage | the aspect of a product or service that makes it better than another, the selling factor over the product or service of a competitor |
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| advertiser (buyer) | the company that buys the product from the distributor to use as promotional tool |
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| advertising | method used by a company to publicize and position its products and services to its chosen target markets, including product launches, image and brand building, press and pubic relations activities, merchandising, special offers, generating leads, and offering incentives to distributors, agents, and sales representatives |
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| advertising and promotion (A&P) | sometimes described as "above the line" (media advertising such as radio, TV, newspapers, magazines) or "below the line" (non-'media' methods such as brochures, direct-mail, exhibitions, telemarketing and public relations), advertising agencies generally receive a commission from the above the line media services, but not below the line services |
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| advertising effectiveness | the degree to which the objectives of an advertisement or advertising campaign have been achieved, the effectiveness is commonly gauged by measuring the effect on sales, brand awareness, brand preference, etc see communication effect of advertising and sales effect of advertising |
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| advertising objectives | specific aims or intentions of an advertisement (for example, to inform, to persuade, to remind)
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| advisors approach | a closing technique in which a salesperson specifies all that a customer will require to solve the problem at hand, and advises the offer be accepted, also referred to as the counsellor close
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| advocacy advertising | advertising that is specifically designed to induce, discourage or advocate some specific kind of action on the part of a corporate, social or government entity |
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| advocate revenue | sales influenced by word-of-mouth advertising
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| affirmations | words said to ones self, aloud or silently, sometimes called self-talk, used by sales people to improve performance, the underlying psychology is if you repeat it often enough your mind will come to accept it as truth and the outcome will be achieved
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| agent | a person who acts on behalf of a company or individual to sell their products or services usually on a commission basis, but unlike other members of the distribution channel, does not take title to them
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| AIDA | attention, interest, desire, action... "get the prospect's attention, gain their interest, create desire and encourage them to act by moving forward with the purchase."
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| AIDCA | awareness, interest, desire, conviction, action; mental states which supposedly lead a potential customer to a buying decision
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| alternate close | a closing technique in which a salesperson presents two alternatives in an attempt to get a commitment for one of them from the buyer e.g. "do you wish to have it delivered on Thursday or Friday?"
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| ambush marketing | the act of marketing a product or service in conjunction with an event or other brand without paying for the right... typically used when an official sponsorship opportunity is available but a company doesn't wish to pay the fee for the sponsorship or another company has already purchased the sponsorship
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| amiable (social style) | one of four social styles (with analytical, driver and expressive) commonly used to classify salespeople and their customers in terms of their communication approach, amiables are characterised by high responsiveness and low assertiveness, see analytical, driver, expressive, assertiveness, responsiveness, and social style |
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| analytical (social style) | one of four social styles (with amiable, driver and expressive) commonly used to classify salespeople and their customers in terms of their communication approach, analyticals are characterised by low responsiveness and low assertiveness, see amiable, driver, expressive, assertiveness, responsiveness, and social style
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| applications | the way the product or service could be utilized by the customer
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| appointment | personal sales visit to a prospect or customer, usually arranged by phone, can also be a scheduled time to discuss a pre-determined topic at a set time (i.e. weekly product meeting)
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| approach | the stage in the selling process in which a salesperson contacts a prospect to make an appointment or make a presentation
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| ASP | application service provider... a software solution used by the customer where the solution itself is developed, hosted and managed by an outside company
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| aspirational reference group | a sub-category of a reference group, consisting of individuals (not necessarily known personally) with whom a person desires to be associated, see contactual reference group, dissociative reference group, membership group, and reference groups
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| assertiveness | the human characteristic or quality which determines the degree to which individuals are directive and competitive in manner as opposed to non-directive and co-operative the degree to which you tend to ask or tell during interactions
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| asset turnover | a ratio used to evaluate the profitability of a firm, net sales in a given period are divided by total assets |
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| assortment strategies | options available to a reseller in determining the assortment of products and services to be carried, see broad assortment, deep assortment, exclusive assortment, and scrambled assortment
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| assumptive close | a closing technique in which a salesperson simply assumes that the purchaser has agreed to buy the product, and proceeds to write up the order
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| atmospherics | the combination of store decor, physical characteristics and amenities provided by a retailer to develop a particular image and attract customers
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| attitudes | enduring favourable or unfavourable feelings, emotions and action tendencies towards a issue or subject |
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| augmented product | a product enhanced by the addition of related services and benefits, e.g. installation, warranty, maintenance and repair services, etc see core product and tangible product
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| autonomic decision | a purchase decision made by either spouse independently, see syncratic decision
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| average cost | the average cost per unit of production of a group of products, the total cost of production divided by the total number produced, the unit cost
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| average cost pricing | a pricing method in which a mark-up for profit is added to the average cost of production
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| average fixed cost | a measure of cost control, calculated by dividing the total fixed cost of the goods produced by the number of units sold
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| average revenue | a measure used in price setting, calculated by dividing the total revenue by the number of units sold
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| average total cost | a measure of cost control, calculated by dividing the total cost of the goods produced by the number of units sold
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| average variable cost | a measure of cost control, calculated by dividing the total variable cost of the goods produced by the number of units sold
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| award | recognition merchandise, often personalize, used to acclaim performance or milestones, may be useful objects (paperweights, clocks) or for display only (plaques, trophies)
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| B2B | business to business selling
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| B2C | business to consumer selling
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| B2G | business to government selling |
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| baby boomers | the generation of post World War II people born between 1946 and 1959, some extend the definition to include those born up to 1965
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| baby bouncers | the generation of people who are the children of the baby boomers, also referred to as yuppie puppies, see baby boomers
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| bagman | an eighteenth century term of British origin for a salesperson
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| bait and switch selling | selling an item at an unrealistically low price as "bait" to lure customer, and then attempting to steer them to a higher-priced item, many jurisdictions outlaw this practice
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| balance sheet close | a closing technique in which the salesperson assists an indecisive prospect to list on paper the "arguments for" and "arguments against" a particular product choice, also known as the Benjamin Franklin close
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| bar code | an arrangement of lines and spaces in code form used to identify a product by style, size, price, quality, quantity, etc. the code, read by a scanning device, is used in marketing decision-making, including stock control and inventory level adjustment
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| barter | an exchange in which one good is traded for another; money is not involved
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| base salary | the guaranteed portion of a salesperson's compensation (wage or salary), bonus or variable compensation may be added to base salary models, not all compensation models have a base component |
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| base-point pricing | a pricing method in which customers are charged freight costs from a base point, the base-point may be chosen arbitrarily, but the location of one of the company's manufacturing plants is commonly used
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| basic stock | the level of inventory required to meet the desired service standard taking into account the expected rate of depletion and the order lead-time
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| bells and whistles | the optional features added on to a basic product to catch the interest of a larger number of buyers, see also plain vanilla
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| below-the-line advertising | all advertising by means other than the five major media - the press, television, radio, cinema and outdoors, below-the-line advertising employs a variety of methods - direct mail, sponsorship, merchandising, trade shows, exhibitions, sales literature and catalogues, etc see above-the-line advertising
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| benefit | the value of something from the customer's perspective
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| benefit statement | what's in it for the customer e.g. "so what this will do for you is ...”
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| benjamin franklin close | see balance sheet close
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| BEP | break even point
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| best practice | the best known procedures or activities that can be used to achieve a desired outcome
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| bird dogs | individuals who seek out and generate sales leads and prospects for more experienced salespeople
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| birdyback | a system of transportation requiring the transfer of containers from truck to aeroplane, see fishyback and piggyback
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| blue bird | slang - a blue bird is an unexpected sale that was not the result of any planned activity by the sales person, "I was lucky, this blue bird landed in my lap"
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| blue sky laws | legislation intended to prevent sales to gullible investors
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| body language | a nonverbal form of communication in which posture, facial expressions, hand movements, etc, convey a message from sender to receiver
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| bomerang method | hurling a buyer's objection back as a reason for buying, if, for example, a buyer objects that s/he cannot afford the item, a salesperson might answer, "Yes, but can you afford not to buy it?"
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| bonded premium | point-of-purchase premium attached to a product by a bond of plastic, paper or tape |
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| bonus | a type of incentive compensation, in most cases it is expressed as a percent of base salary or expressed as a flat dollar amount
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| bonus plan | a compensation feature providing additional payments to salespeople if certain pre-determined sales achievements are met
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| bottom line | a colloquial term meaning "profits"
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| bottom-up planning | a participative approach to planning in which there is involvement at all levels, plans are developed at the lower levels of an organisation and funnelled up through consecutive levels until they reach top management
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| bottom-up sales forecasting | an approach to sales forecasting which takes market conditions rather than the company's objectives as its basis, sometimes referred to as the "build-up" method
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| bounce back | an advertisement sent along with an already ordered self-liquidating premium to sell other premiums on a self-liquidating basis |
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| brainstorming | an idea generating process that encourages open communication and full participation by group members, while withholding any criticism, evaluation takes place after all ideas have been expressed
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| brand | a name, sign, symbol or design, or some combination of these, used to identify a product and to differentiate it from competitors' products
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| brand concept | the image that the brand sponsor wants a particular brand to have; the desired positioning of the brand in the market and in the minds of consumers
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| brand image | the feelings, moods, emotions and connotations evoked by a brand
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| break-even | the point at which total revenue is equal to total cost
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| break-even analysis | a method of determining the number of units of a product that must be sold at a given price in order to recover the total cost of production
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| brinkmanship | a term used in negotiating in which one party bluffs or pushes the other to the very limit on price, terms, conditions, etc and refuses to concede further, the second party must call the bluff at the risk of losing the business
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| broad assortment | an assortment strategy in which a reseller decides to carry a wide range of related product lines, see assortment strategies, deep assortment, exclusive assortment, and scrambled assortment
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| broker | a person who acts on behalf of a company to sell their products or services usually on a commission basis
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| buddy system | an on-the-job sales training method in which an experienced salesperson is responsible for the training of a new salesperson
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| budget | estimate of revenue and expenditure over a specific period
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| budgeting | the process of planning a business' income and expenditure for various activities - marketing, promotion, advertising, personal selling, etc
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| bundling | the practice of offering two or more products or services as a single package at a special price
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| business cycles | historical patterns of prevailing economic conditions - prosperity, recession, depression and recovery
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| business gift | merchandise given by a business in goodwill, without obligation to its customers, employees, friends and the like, often this business gift is not imprinted with the advertiser's identification, some companies prohibit employees from accepting business gifts |
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| business plan | a blueprint for growing a company, containing a definition of the company's mission, identified opportunities, objectives, strategies and action plans
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| buy classes | buying situations categorised according to the prior experience of the buyer with the product and supplier, buy classes can be classified as straight rebuys, modified rebuys and new tasks, see modified rebuy, new task buying, and straight rebuy
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| buy-in | agreement to a concept
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| buyer | the individual who makes the actual purchase in a buying decision, a recognized title for someone who does this on behalf of a company |
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| buyer readiness stages | the state of willingness in which an individual consumer may be in regard to the purchase of a particular product, the stages are commonly listed as awareness, knowledge, liking, preference, conviction and purchase
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| buyer resolution theory | the idea that a buyer decides to purchase only after mentally resolving five specific issues - need, product, source, price, and timing
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| buying allowance | a trade sales promotion in which buyers are offered a price reduction for each carton, case, etc purchased during the period of the promotion
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| buying cycle | the time taken by an individual or company to complete its decision to buy
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| buying signal | verbal or nonverbal signs or indications that tell a salesperson the buyer is ready to buy
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| buying warmth | behavioral, non-verbal and other signs that a prospect likes what he sees, very positive from the sales person's perspective, but not an invitation to jump straight to the close
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| C-type response | a response to an advertisement or an advertising campaign which is immediately obvious, see S-type response
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| call | a face-to-face visit or telephone call to a client or prospective buyer by a sales representative to gather information, make a sales presentation, secure an order, etc |
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| call planning | the arrangement of a sales representative's visits to buyers into an orderly sequence, the setting of objectives, and the formulation of strategies for each call
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| call report | a written record of sales calls made by a representative for submission to a supervisor
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| cannibalisation | the loss of sales of an existing product to a new offering in the product line, see planned cannibalisation and unplanned cannibalisation
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| canvass / canvassing | cold-calling personally at the prospect's office or home or by telephone, the objective being to set an appointment or present a product, or to gather information
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| capital assets | long-lived business assets (buildings, plant and equipment, etc) of a firm
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| carpe diem | seize the day - a healthy philosophy for a sales person to work with |
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| carrying costs | costs associated with maintaining inventory, such as financing, storage, insurance and obsolescence
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| cartel | a group of firms (or nations) attempting to act as a monopoly to control the market price
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| cash cows | products or strategic business units within the organisation's mix which are characterised by high market share and low market growth, cash cows produce the revenue required to develop and support less successful or newer products
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| cash discount | a reduction in price offered to a buyer in return for prompt settlement of account
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| cash flow | the money required by a company to meet expenses in a given period, the measure of actual cash flowing in and out of a business
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| cash rebate | money refunded to customers who buy merchandise from retailers within a specified time, the rebate allows dealers to clear inventories without cutting list price, for example, a new car dealer might announce that everyone who purchases a certain vehicle in the current month at the regular price of $25,000 will receive a cash rebate of $2,000
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| casual product classes | broad classifications of products used to describe markets in everyday terms, e.g. the pet food market, the photocopier market, the breakfast foods market, etc, see standard product classes |
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| catalog sales | products with their specifications and applications are displayed in a catalog that is mailed to end users, this may be done by the manufacturer or a reseller
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| cause marketing | marketing activities that promote charities or other nonprofit organizations
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| caveat emptor | a Latin term meaning "let the buyer beware", the term implies that it is the customer's responsibility rather than the seller's to ensure that the goods or services offered for sale are able to deliver the desired satisfactions, caveat emptor is totally contrary to the marketing concept
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| channel | the means used by companies to make their products and services available to their target market, examples include direct channel (sold by the company's sales force), distributors, retail stores, manufacturers' reps and value added resellers
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| channel conflict | discord among members in a marketing channel
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| channel strategy | decision-making related to the selection of the most appropriate method of controlling the flow of goods or services from producer to end-user
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| CIF | cost, insurance and freight ... or customer information file
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| client | a customer , the individual or company you are doing business with, often used as a term viewed to be more sophisticated than customer |
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| clincher | an additional inducement offered to a potential buyer by a salesperson in order to close a sale, inducements might include price discounts, rebates, extended credit, reduced delivery charges, etc
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| CLO | Chief Learning Officer - the head of learning at an organization
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| close | as a noun, the critical stage in the selling process when the salesperson attempts to obtain the buyer's commitment to the purchase
as a verb, the point at which the salesperson asks the prospect to make a commitment to purchase a particular product or service
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| closed question | a question which allows a respondent to provide a short specific response, e.g. yes or no, six, Ford, red
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| closing | the act of gaining a commitment to the next step, be that a subsequent meeting or a purchase decision from a buyer
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| closing skill | the ability of a salesperson to obtain the buyer's commitment to the purchase
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| closing techniques | methods employed by a salesperson when asking for an order and aimed at obtaining a favourable response from a buyer
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| cluster sample | a form of probability sample where respondents are drawn from a random sample of mutually exclusive groups (usually geographic areas) within a total population, also called an area sample, see stratified sample
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| coach | individual who provides guidance to others on how to improve their skills
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| code of ethics | principles of conduct within an organization or professional association (i.e. Chartered Accountants, Certified Financial Planners, etc) that guide decision making and behavior |
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| cognitive dissonance | a doubt that surfaces when a buyer becomes aware that an alternative product may offer more desirable benefits than the one purchased, the buyer wonders whether the right choice has been made, sometimes known as "buyers remorse"
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| cognitive pyschology | cognitive psychology is a theoretical perspective that focuses on the realms of human perception, thought, and memory, it portrays learners as active processors of information - a metaphor borrowed from the computer world - and assigns critical roles to the knowledge and perspective students bring to their learning, what learners do to enrich information, in the view of cognitive psychology, determines the level of understanding they ultimately achieve, see mindset and sales mindset
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| cold call | a sales call where the salesperson doesn't personally know the company and/ or contact s/he is calling on and/or a sales call where no known need, by the prospect or salesperson, exists
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| collaboration selling | also known as collaborative selling and facilitation selling - sophisticated method in which seller truly collaborates with buyer and buying organization to help the buyer make an informed decision, a logical extension to 'strategic' or 'open plan' selling
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| collateral materials | advertising materials that are not transmitted to consumers via advertising media, collateral materials include catalogs, shelf cards, posters, specifications sheets and trade information materials
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| collectibles | premiums designed to have inherent value based upon their perceived "collectability"
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| collusion | agreement between a group of companies to fix a common price
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| combination | a plan that has two or more elements, a base salary and one or more cash incentive components such as a bonus, a commission, or both
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| combination sale | a tie-in of a premium with a purchase at combination prices, sometimes self-liquidation, often as an on-pack
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| comfort zone challenge | an activity in which one engages in order to push an individual or organization into a position, where they have little experience and are in a position they are not used to
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| commemorative | a merchandise keepsake used to mark a ceremony, anniversary, event or milestone
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| commercialisation | the final stage of the new product development process in which the decision is made to put the new product into full scale production and to launch it, see new product development |
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| commission | compensation paid to a salesperson following a sale based on a percentage of the gross sales revenue, can be linked to units or margin as well, a commission-only compensation program is sometimes called a 'full' or 'straight' commission
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| commission override | a commission paid to a sales manager based on a percentage of his or her salespeople's commissions
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| commodity product | a product that cannot be significantly differentiated from competitors' products
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| commodity rate | a rate which is applied in any situation where freight is product specific rather than based on volume or weight, also called a special rate |
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| common carrier | regular scheduled transportation services such as railways, airlines and trucking lines, available to all users
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| common market | a group of geographically associated countries limiting trade barriers among member nations and applying common tariffs to products from non-members, also known as regional trading blocks
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| communicability | the extent to which the benefits of a new product are likely to be noticed and discussed by consumers, a major determinant of the rate of new product adoption
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| communications | the process by which a message, encoded by a sender, is transmitted through a medium to a receiver, who encodes the message and provides feedback
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| comparison pricing | a pricing method in which the price for a new product is set by comparing the benefits it offers to those of other products in the same category
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| compatibility | the extent to which a new product requires consumers to adjust to unfamiliar methods of use, a major determinant of the rate of new product adoption, see adoption rate determinants |
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| compensation | remuneration for work done on behalf of another
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| compensation systems | methods for remunerating salespeople for tasks performed, commonly used systems include straight salary, or straight commission, or a combination of salary and incentives
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| competition-oriented pricing | a method of pricing in which a manufacturer's price is determined more by the price of a similar product sold by a powerful competitor than by considerations of consumer demand and cost of production, see cost-plus pricing, target return pricing, and value pricing
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| competitive advantage | that which one firm can do better than another to satisfy consumer needs and wants
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| competitive analysis | the assessment of the strengths and weaknesses of competing companies
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| competitive bidding | a process in which buyers request potential suppliers to submit quotations or tenders for a proposed purchase or contract
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| competitive depositioning | attempting to change the beliefs of buyers about the attributes of a competitor's product, the attempt may be especially useful in cases where buyers generally have an inflated perception of the quality of a competitor's product, see market positioning
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| competitive environment | that part of the company's external environment which consists of other firms vying for patronage of the same market
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| competitive niche | a segment in a market in which a company can compete effectively
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| competitive position | a company's industry ranking by size and business strength, may be classified as a market leader, market challenger, market follower, or market nicher, according to the market share it holds
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| competitive scope | the breadth or narrowness of a company's focus as measured horizontally by the range of industries, market segments, or geographical regions it targets, or vertically by the degree to which it is integrated
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| competitive strategy | planning intended to give a company a competitive advantage over its competitors
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| competitors | companies vying for customers in the same market
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| complete segmentation | the division of a market into segments consisting of individual customers and tailoring a product and marketing program for each, see custom marketing, customised marketing mix, and disaggregated market
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| complex decision making | in consumer behaviour, buying which is associated with the purchasing of high-involvement products which are important to the consumer and therefore require considerable thought and effort, also known as extensive problem solving
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| complexity | the degree of difficulty which a purchaser of a new product has in understanding the product, a major determinant of the rate of new product adoption
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| concentrated segmentation strategy | one of four possible segmentation strategies (with market segment expansion strategy, product line expansion strategy and differentiated segmentation strategy), in a concentrated segmentation strategy a firm targets one product to one segment of the market, see segmentation strategies, market segment expansion strategy, product line expansion strategy, and differentiated segmentation
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| concentric diversification | a growth strategy in which a company seeks to develop by adding new products, also called convergent diversification, to its existing product lines to attract new customers
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| concept development and testing | a two-phase stage in the development of a new product in which potential buyers are presented first with the idea or description of the new product (concept testing) and later with the product itself in final or prototype form (product testing), in order to obtain their reaction, see product testing and new product development
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| concern | a softer term for objections, used in consultative selling environments where the salesperson's objective is to not sell anything, instead help their prospect or customer make an informed decision
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| concession | used in the context of negotiating, when it refers to an aspect of the sale which has a real or perceived value, that is given away or conceded by seller (more usually) or the buyer, one of the fundamental principles of sales negotiating is never giving away a concession without getting something in return, even a small increase in commitment is better than nothing
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| conference selling |
