Mastering Negotiation in B2B Sales with Keno Helmi

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Oct 10, 2024

Keno Helmi, a seasoned five-time CRO with expertise at leading tech firms, dives into the intricacies of B2B sales negotiation. He stresses the importance of managing price perception and positioning products as premium offerings to highlight value. Keno outlines a negotiation protocol that includes qualifying conditions and preparing for trade-offs. He emphasizes early engagement with procurement and leveraging non-price elements, alongside mastering ROI discussions to navigate objections and close successfully.

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INSIGHT

Negotiate Begins At Inception

Start negotiating from day one by positioning your product as premium, not on price alone.
Early perception shapes competitors' moves and raises the cost of prospect walking away.

ADVICE

Delay Firm Pricing Until ROI Exists

Avoid giving firm pricing until you have built a validated ROI and business case with the customer.
Use ranges and configuration uncertainty to buy time for discovery rather than conceding price early.

ADVICE

Ask 'Too Expensive Relative To What?'

When told 'too expensive', always ask 'Too expensive relative to what?' before discounting.
Identify whether the alternative is competitor pricing, build-it-yourself, doing nothing, or the business case.

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In this episode, John Kaplan and John McMahon are joined by return guest Keno Helmi, a seasoned five-time CRO, to delve into the nuances of negotiation in B2B sales. Keno offers insights into effectively managing price perception and ensuring the customer's focus remains on the value of the solution, rather than cost. With a focus on crafting an impactful ROI and leveraging business cases, Keno highlights the importance of negotiation as a competency requiring strategic planning and training. Tune in to hear a detailed overview of Keno's negotiation protocol, which includes qualifying negotiation conditions, understanding the customer's alternatives, and the importance of preparing for trade-offs to secure a favorable deal.

ADDITIONAL RESOURCES

Connect and learn more about Keno Helmi: https://www.linkedin.com/in/keno-helmi-74779329/

Enjoying the podcast? Sign up to receive new episodes straight to your inbox: https://hubs.li/Q02R10xN0

HERE ARE SOME KEY SECTIONS TO CHECK OUT

[00:01:07] Kino Helmi's Career Journey
[00:02:05] The Importance of Early Negotiation
[00:04:51] Characterizing Your Product as Premium
[00:08:03] Handling Pricing and Value Discussions
[00:12:24] The Role of Discovery in Negotiation
[00:26:12] Budgetary Pricing and ROI
[00:33:32] Navigating Late-Stage Sales Challenges
[00:35:04] The Importance of ROI in Negotiations
[00:40:35] Mastering the Art of Shock and Awe
[00:41:53] Qualifying the Negotiation
[00:43:34] Leveraging Non-Price Elements
[00:44:37] Aligning Sales Reps and Company Goals
[00:56:31] Establishing a Walkaway Point

HIGHLIGHT QUOTES

[00:09:25] "Negotiation is a process, not an event."
[00:35:47] "Ultimately, you're going to be judged relative to the ROI."
[00:41:04] "Shock and awe: No matter what the counter proposal is, fall out of your seat; provoke a reaction."
[01:00:13] "Every great deal has a thousand mothers and fathers to it. Everybody signs up and says, 'Oh, we were part of that deal.' Every bad deal is a rep on an island."

Hosted by five-time CRO John McMahon and Force Management Co-Founder John Kaplan, the Revenue Builders podcast goes behind the scenes with the sales leaders who have been there, done that, and seen the results.

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