How to persuade your
customers: discussing the
tough stuff
FOR MICROSOFT PARTNERS
Your presenter
Sandy Caspi Sable
About CMA
Established in 1993 with the assistance of
professionals from Harvard University’s
negotiation program
Specialist provider of training and consulting
services in negotiation, mediation and conflict
management
Aiming to help organisations/individuals
maximise value from negotiation
Session purpose
Provide a framework for understanding
negotiation and guidelines for persuasion and
impact in the context of negotiating
SAM/licence compliance with customers
Provide communication strategies for sending
difficult or sensitive messages in those
negotiations
Challenges
Limited time
Each of you already has an existing “theory” for
negotiation/persuasion
Each of you have different experiences and face
different challenges
Seminar process
Briefly examine benefits of SAM/licence
compliance
Introduce guidelines for effective negotiation
(persuasion and impact tools) in the context of
SAM/licence compliance negotiations
Seminar program
10.00
Introduction & purposes
10.05
Benefits of SAM/licence
compliance
10.10
The 7 Elements: Tools for
persuasion and impact
10.50
Communication strategies
11.00
Wrap up and close
Why Negotiate SAM/licence
compliance?
Benefits to Partners
Uncover new business
Competitive edge
SAM specialist
MS marketing / referral
Strengthen relationship with customers
Trusted advisor vs box mover
Meet contractual terms / legal obligations
Why Negotiate SAM/licence
compliance?
Given the potential value to you from
existing customers with SAM/licensing. How
do you go about it? ie. how do you negotiate
this (or anything else!)?
An important provocation
You’re negotiating every time you interact
with someone for the purpose of influencing
their decision-making
An important provocation
But have you ever thought about the way in
which you negotiate? Or what your approach
is based on?
Gut feeling/intuition?
Previous experience(s)?
A specific system or theory for negotiation?
An important provocation
Expertise in negotiation (as in anything)
requires having a sound system or theory on
which to base your approach.
7 Elements of Negotiation
The 7 Elements of Negotiation provide a
conceptual framework for enhancing
performance in any negotiation regardless of
context or who’s involved
7 Elements of negotiation
This framework is principally
based on the work of the
Harvard Negotiation Project
Professor Roger Fisher (Getting to Yes)
Introducing the 7 Elements
Observational studies support the notion
that negotiation can be broken down into 7
constituent elements
The elements are a lens through which to
understand negotiation
Value of understanding
negotiation in 7 Elements
terms
The 7 Elements provide a framework for:
analysing what is happening in a negotiation;
understanding how to persuade;
setting goals and measuring success.
The 7 Elements
We’ll focus on the 7 Element tools for
persuasion using the SAM/licence
compliance issue by way of example
Relationship
Communication
Interests
Options
Standards
Alternatives
Commitments
Relationship
Definition:
The state of connection between two or
more people
Note: Relationships are fluid and every
interaction has an impact
Relationship:A tool for
persuasion
Create ways to improve the relationship
In difficult moments, separate the
relationship from the substance. Be:
Soft on the people
Hard on the problem
Relationship:A tool for
persuasion
Eg.
meet regularly
provide email newsletter
anticipate their needs
proactively identify problems
seek feedback on satisfaction
Relationship
Communication
Interests
Options
Standards
Alternatives
Commitments
Interests
Definition:
The needs, concerns, goals, hopes and fears
that motivate the parties
Note: - Interests are different from positions
- Interests are qualitative as well as
quantitative
Interests: A tool for persuasion
Appeal to their interests
Help them understand yours
Interests: A tool for persuasion
Eg. Cut costs via:
Streamlining operations
Avoiding viruses and crashes
Avoiding obsolescence
Accessing volume licence discounts
Reduction in support costs
Relationship
Communication
Interests
Options
Standards
Alternatives
Commitments
Options
Definition:
Ideas about how the parties might meet
their interests together
Note: - Options are possibilities only
- Can have process options as well as
substantive options
Options: A tool for persuasion
Be open to exploring many options with
them
Build an option that is better than their/your
B.A.T.N.A
Be creative: is there something else you can
add to provide value for them?
Options: A tool for persuasion
Eg.
Assist forward planning for software deployment
Tools / support re SAM (eg. website, training,
audit frameworks, free review)
Certification of compliance
Rebate program
Relationship
Communication
Interests
Options
Standards
Alternatives
Commitments
Standards
Definition:
Criteria that the parties use to legitimise
their perspectives
Note: Standards can be objective and
subjective
Standards: A tool for
persuasion
Rely on objective standards; and/or
Use their own standards in support
Standards: A tool for
persuasion
Gartner Report: enterprises implementing software
usage tools typically yield savings
of 5% in Yr 1,and 2-3% in Yrs 2&3
Copyright Act:
use of IP without permission of
copyright owner is a civil offence
(penalties include unlimited
damages, and legal costs) making
illegal copies for sale is a criminal
offence (penalties include up to 5
years imprisonment and
substantial fines)
Corporations Law: Directors may be personally liable
for breaches of the Copyright Act
even if they’re not involved
Partners’ Agreement with MS
Relationship
Communication
Interests
Options
Standards
Alternatives
Commitments
Alternatives
Definition:
Steps each party can take to satisfy their
own interests outside the current
negotiation
Note: Alternatives see us doing things
without the other party’s agreement
Alternatives:A tool for
persuasion
Help them understand the potential
consequences of non-agreement (in a non
threatening way)
Alternatives:A tool for
persuasion
Eg.
Inability to use MS software
Reputational damage
Litigation (civil and criminal)
“SAM keeps the lawyer’s out of it!”
“SAM gives you legal confidence.”
Relationship
Communication
Interests
Options
Standards
Alternatives
Commitments
Commitments
Definition:
Promises made to build or finalise
agreement
Note: Commitments can be unilateral
Commitments: A tool for
persuasion
Keep process commitments
Be realistic about substantive commitments
Commitments: A tool for
persuasion
Eg.
Agenda
explain purpose of discussion (aim0
outline how SAM/licence compliance meets
their interests
offer standards in support
discuss broad options for assisting them
(if necessary, note consequences of non
compliance)
agree upon next steps
Relationship
Communication
Interests
Options
Standards
Alternatives
Commitments
Communication
Definition:
The transfer of messages by speech, writing or
other means
Note: Non verbal communication is much
broader than body language
eg.
- who is involved
- where (environment)
- dress, etc.
Communication
Perhaps the most important element of
persuasion
So it’s worth taking a closer look at how we
use communication for persuasion and
impact
Communication: A tool for
persuasion
Make communication a two-way process
ie. balance advocacy (self) with enquiry
(other)
Communication: A tool for
persuasion
Listen persuasively
Speak persuasively
Persuasive Listening
Ensure you demonstrate your understanding
of them
use appropriate body language
ask questions; check in; paraphrase
find your own style (sincerity is more important
than technique)
Persuasive Speaking
Understand that what you say and how you
say it can affect their ability to listen
Persuasive Speaking
As they listen to us, they can be distracted
by another voice…..their internal voice
Persuasive speaking
You need to manage their internal voice avoid irritating it and thereby distracting
them from hearing you
Persuasive Speaking
Avoid words/phrases that are likely to make
them defensive, angry, suspicious etc
Persuasive Speaking
Some examples:
Avoid
‘Legal consequences’
‘Audit’
‘Illegal conduct’
‘Microsoft’ software management’
‘Piracy’
Possible Replacements
Legal confidence
Software review
Good business practices
Software management
Unlicensed software
Persuasive Speaking
Are there any other words/phrases that are
likely to irritate customers?
Communication
Big messages to send to customers:

SAM is an invaluable business tool (ie numerous
commercial advantages)

SAM is something that is routinely discussed with all
customers (ie not targeting you in particular)

SAM is detailed but there are ways to simplify its
application

We’re interested in helping you meet your needs

SAM ensures that you meet the legal requirements re
licensing (ie gives you legal confidence)

Implementing SAM is important across all software
you run (not just MS)
Communication: A tool for
persuasion
A final point of of note:
Choose the right environment/medium for
your negotiation
Any questions?
Going forward
Preparation is key to success
Spend time strategising individual approaches
for your respective customers
Call on your MS partners for assistance, support
and feedback
Going forward with CMA
Training:
Core negotiation skills
Advanced negotiation skills
Conflict management
Mediation courses
Expert coaching (private session)
Going forward with CMA
Consulting:
Negotiation analysis and advice
Conflict resolution
Mediation:
Relational mediation
Thank you