I was conducting a program on EFFECTIVE VALUE SELLING FOR CAPITAL EQUIPMENTS last week. One of the main problem the sales executives were facing was that the customers were insisting on a target price for the machine rather than through a quotation. The sales executives were falling into the trap and asking their managers to give a revised ( read discounted) price.
This problem apart from the market dynamics is also decided by the BATNA of both the parties. est lternative o a egotiated greement was first coined by Roger Fisher and William Ury in their book Getting to Yes: Negotiating an Agreement Without Giving In. The authors from HBS work on the Harvard Negotiating Project.