Abstract
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1.
Only talk about the price if the customer has already built up a corresponding sense of the benefits of the product due to your use-oriented negotiations.
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If the price is higher than the perceived individual benefit for the customer, this will make them feel that the product is too expensive. You then have two options: to lower the price or increase the sense of the personal benefits through a use- and needs-based negotiation with the customer.
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Reference
Thieme, K. H., Fischer, R., & Sostmann, M. (2010). Preisdruck? Na und! (4th ed.). Uffing am Staffelsee: Avance.
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© 2014 Springer International Publishing Switzerland
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Opresnik, M.O. (2014). Special Aspects of Price Negotiations. In: The Hidden Rules of Successful Negotiation and Communication. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-319-06194-8_8
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DOI: https://doi.org/10.1007/978-3-319-06194-8_8
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-06193-1
Online ISBN: 978-3-319-06194-8
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