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B2B Street Fighting: three counterpunches to change the negotiation conversation Paperback – March 15, 2011


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Product Details

  • Paperback: 188 pages
  • Publisher: Think! Inc. (March 15, 2011)
  • Language: English
  • ISBN-10: 0615368301
  • ISBN-13: 978-0615368306
  • Product Dimensions: 0.4 x 5.4 x 8.4 inches
  • Shipping Weight: 8.8 ounces (View shipping rates and policies)
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (8 customer reviews)
  • Amazon Best Sellers Rank: #195,618 in Books (See Top 100 in Books)

Editorial Reviews

Review

Some books contain value because they raise your awareness and for others the value is the hard content. In this case, both values are present. --Amazon Top 50 Reviewer, Charles Ashbacker

I highly recommend this book to anyone seeking a proactive and repeatable approach to successful business-to-business negotiation. This author uses a direct and straight to the point framework. --Blog Business World, Wayne Hurlbert

The discussion around the value proposition alone is worth 100 times the cost of the book. --SellingPower Magazine, Gerhard Gschwandtner --This text refers to the Kindle Edition edition.

From the Back Cover

SellingPower Magazine names B2B Street Fighting as one of the top ten must-reads of the year! Gerhard Gschwandtner, CEO states that "Ideas grow stale, just like bread.  Yet many American Businesses run on processes that are based on stale ideas.  That's why the most successful sales organizations are engaged in a relentless pursuit of fresh ideas.  Brian Dietmeyer's new book, B2B Street Fighting, is just such a fresh idea.  The discussion around the value proposition alone is worth 100 times the cost of the book." --This text refers to the Kindle Edition edition.

More About the Author

Mr. Dietmeyer is a 20+ year veteran of sales, marketing and strategic planning. He founded Think! Inc. in 1996 with Dr. Max Bazerman of the Harvard Business School. Prior to that, as Vice President with Marriott International, he led the National Account, Territory Management, Telemarketing and Teleconferencing Sales Forces. He's a frequent public speaker and had published articles on Negotiations, Marketing Research, Business-to-Business Relationships and Adding Value. Mr. Dietmeyer is the author of Strategic Negotiation and B2B Street Fighting. He has been VP of Marketing on the Board of Directors for National Account Management Association and was the Chairman of the MPI Education Foundation Board. He completed his undergraduate studies at DePaul University with a degree in Liberal Arts. He holds a Masters Degree in Management from The JL Kellogg Graduate School of Management at Northwestern University and he's a graduate of the Executive Development Program at the Aspen Institute/University of Maryland. Mr. Dietmeyer is also a certified Sales Trainer.

Customer Reviews

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See all 8 customer reviews
One way you can show flexibility is by having multiple offers ready.
Charles Ashbacher
In particular, if you are selling to professional buyers, you must be prepared with these techniques.
christopher provines
This book is a must read for everyone that is in sales and negotiating at any level.
Sales Director

Most Helpful Customer Reviews

1 of 1 people found the following review helpful By christopher provines on September 9, 2012
Format: Paperback Verified Purchase
As the author of 7 Secrets of Selling to Procurement: A Guide to Decoding Procurement for Smarter B2B Selling and Negotiating and as someone with experience on both sides of the sales negotiation table, I found this book to be helpful. It's well written, simple and provides great advice. The simple techniques of multiple equivalent offers, consequences of no agreement, and having negotiation trades are all very good. These are the foundation of being well prepared for a negotiation. In particular, if you are selling to professional buyers, you must be prepared with these techniques. I think the book could be enhanced by further discussion of customer value in business markets, and how to quantify value. However, as is, the book is well worth buying and will be helpful to new and seasoned sales negotiators.
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1 of 1 people found the following review helpful By Megan on May 3, 2011
Format: Kindle Edition
I read this book then put the concepts into action not entirely sure of what the outcome would be. I have been in sales my entire career and consider myself a fairly savvy & balanced negotiator. I was impressed! I purposely used the blueprint concepts first on a smaller sale and a new customer to 'test' its validity. I successfully increased my sale by $11,000 which I can attribute mostly to the use of Multiple Equal Offers. Then I decided to get serious and use the blueprint on one of my largest accounts. Our 3-year contract was expiring in 6 months and this win was very important to my company. It was worth $1M. I prepared just as Dietmeyer promotes, did my due diligence on what my customer's alternative was (Consequence of No Agreement), then spent a lot of time discussing possible Trades with my internal team. Surprisingly, we came up with quite a few. We prepared (3) Multiple Equal Offers, put titles to them - which were a new concept for my company - then presented them to the customer. I can see why preparing and presenting MEOs takes work and practice as I stumbled a little when presenting them. I should have taken more time to anticipate what the customer was going to come back with. That said, we ended up forming a fourth offer with the customer, one they really liked, AND one that included more products and services for us and more value for them. Our team was able to close the deal with 24% more revenue than we expected going into the negotiation. That was HUGE for us. I highly recommend this book. It is practical, straightforward and for me led to measureable results
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Format: Paperback
When you are a business representative preparing for a negotiation with the representative with another business, your three most important considerations are CNA, CNA and CNA. CNA is an acronym for "Consequence of No Agreement" and refers to an honest and non-emotional assessment of the cost to your business if you fail to reach an agreement with your counterpart. Generally, this is a more complex assessment than the determination of the value of reaching an agreement, for those figures are generally an integral part of the negotiations. However, only a fool would ever reveal or acknowledge the CNA for their side during a negotiation, for that would dramatically weaken their position.
Arriving at an accurate CNA is extremely difficult for it is hard to set aside all factors other than the reality of the situation. Imprecise concepts such as the total cost of potential layoffs, loss of prestige, perceived weakness or failure of the executives and drops in employee morale are all difficult to quantify. While Dietmeyer claims that this is the next generation of B2B (business to business) negotiation, the fact is that such considerations have always been a part of negotiations of all types. Generally, wars end when one side reaches the conclusion that their CNA is far worse than continuing the struggle.
The overstating in the title is the only real weakness of the book, for Dietmeyer moves through many strategies and stages of determining an accurate CNA. It is a difficult process, but one that is absolutely essential in the modern world. The rise in the complexity of managing a modern global business means that there are many more paths of consequences than there used to be.
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Format: Kindle Edition
I lead a team of sales folks on the East Coast and deal with price pressures, competitive threats, and commoditization of my products by buyers every day. The Think! methodology really shed a new light on getting prepared for upcoming deals and arming ourselves with the knowledge to hedge tactics as soon as they arrive. I made the book required reading for my team and we "blueprinted" two upcoming large deals. Both of our clients appreciated how prepared we were for the meetings and how we understood their business, the market, and our competitors. We used each step of the methodology from CNA, Anchors, and then MEO's. The multiple equal offers (MEO's) really put everything we and the customer valued on the table and in both instances, we jointly crafted a deal from the various trades along with our customer. It was a collaborative effort and the first time we felt as if we were working along with our customers to come up with the best deal possible. In one of the deals, we ended up winning additional business that wasn't even included in the rfp. This book is a must read for everyone that is in sales and negotiating at any level.
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