Sales Negotiations in Professional Service Firms

Focusing on the dynamics of sales negotiations in professional services, this research reveals key factors influencing agenda setting and issue management in Spain and Germany. It highlights that industry standards often dictate agenda setting more than negotiation strategies. Additionally, content issues are typically resolved prior to discussions on price and conditions. The study identifies a "multi-party sequential negotiation model" in interactions between consulting firms and clients with structured purchasing departments, emphasizing the importance of productization in these negotiations.