Episode 214: Susan Borke
Meet
Susan Borke
Susan Borke is the owner and Principal of BorkeWorks, she has been teaching effective negotiating techniques to business professionals at every level for over 25 years. Susan’s years of experience as a media executive at CBS and in-house counsel at National Geographic provided extensive opportunities to practice the negotiation techniques she teaches. With a background in legal and financial administration, she has managed departments and divisions that included attorneys, paralegals, and other business professionals. She understands the needs of C-level executives and their employees as well as the pressures faced by creative professionals and entrepreneurs.
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How is negotiation a problem-solving process? What is the best way for a salesperson to approach a negotiation? Susan Borke emphasizes that negotiation is a problem-solving opportunity that arises anytime someone makes a request. And there are a lot of requests that come up in business—between vendors, suppliers, clients, and even internally within your organization. You have to learn how to handle those requests in a way that is beneficial to each party. Susan shares her thoughts on the problem-solving process that is negotiation in this episode of Sales Reinvented. Don’t miss it!
Susan Borke is the owner and Principal of BorkeWorks and has been teaching negotiating techniques for over 25 years. With a background in legal and financial administration, she has managed departments and divisions that included attorneys, paralegals, and other business professionals. She understands the needs of C-level executives and their employees as well as the pressures faced by creative professionals and entrepreneurs.
Outline of This Episode
- [1:09] What is negotiation?
- [1:28] Why is negotiation important?
- [1:54] Salespeople don’t like to negotiate—why?
- [2:56] Susan’s negotiation process
- [5:03] The attributes of a great sales negotiator
- [6:11] Why you must calculate the BATNA for both parties
- [9:46] Top 3 negotiation dos and don’ts
- [11:55] Favorite negotiation story
Viewing negotiation as a problem-solving process
Susan embraces the mindset that negotiation is a problem-solving process. She points out that an effective resolution solves all or most of your problems and all or most of your counterparty’s problems too. To achieve the result that you want—which is maximizing what everyone gets out of it—Susan employees a two-phase problem-solving process that provides a roadmap that is effective in any negotiation:
- Negotiation Readiness: This is the work you do by yourself to prepare for the negotiation. It consists of research, rehearsal, and review.
- Negotiation Resolution: This is the work you do when you’re engaging with your counterparty in any way. It may be in-person, over the phone, a video call, or email. This process consists of regulating your emotion, relating to them, and responding accordingly.
If you’re in the midst of a negotiation you need to be able to regulate your emotions. If you’re surprised or caught off guard by what someone says, how do you regain your footing? How do you diffuse the situation when emotions get heated? You must know your buttons as well as strategies to address situations when they arise
Sales and negotiation skills go hand in hand
Salespeople often get anxious when they get to the negotiation part of the sales process. They fear hearing the word “no” or failing to negotiate effectively for their interests. Susan points out that many of the skills that serve successful salespeople are useful in negotiating. It all comes down to your mindset. Salespeople need to modify their mindset about negotiation. They need to employ new tactics but realize things that they already do can also be effective when they negotiate. Susan points out that “It becomes a virtuous cycle of being able to be more effective when they negotiate, achieving success, and then doing the same thing again.”
She also emphasizes that anyone can learn the skills to be an effective salesperson and an effective negotiator. The skills ARE transferable. At the end of the day, it’s about doing your homework—and listening attentively. Once you interact with your counterparty, the key is to listen more than you talk. You want to genuinely seek to understand what your counterparty is saying they need. You also want to be alert to what is going unsaid and be comfortable with silence. It comes down to creating a relationship of integrity and trust.
BATNA: Best Alternative to a Negotiated Agreement
One key element of preparation is to understand what each part will do if they fail to reach an agreement. You must calculate the best alternative to a negotiated agreement, AKA—your plan B. You must engage in this thought experiment for yourself AND the other party. Susan believes it gives you an incredible amount of leverage. Not only does it illustrate that you’ve been thinking about them, but it also gives you a chance to weaken their BATNA.
Perhaps a sales manager has a reputation for giving an extra discount to an unhappy prospective client just to make the deal happen. A sales team who knows about his situation can go to them in advance. They can share the parameters with the sales manager and make sure he or she is willing to back them up. Or they agree that the sales director WILL grant a discount but it’s a pre-agreed upon amount that is part of the strategy. You want to make sure you aren’t losing your commission and the organization doesn’t lose profit.
A negotiation story: Two children—one orange
Susan asks you to imagine a situation where you have two children and one orange (the children are NOT siblings). They both want the orange. How do you resolve the problem? Most people say the answer is easy: “Cut the orange in half.” So one child takes her half, peels it, and eats the meat. The other takes the peel and uses the zest and throws away the meat.
Each child lost half of what they wanted.
Instead, you must start the problem-solving process by taking the time to ask, “What are you planning to do with the orange?” This allows you to gather the information that enables you to give each party 100% of what they want. Susan points out that you can get so fixed on where you want to end up that you fail to see the needs we’re actually trying to satisfy.
To hear more of Susan’s sage advice o n the negotiation problem-solving process, listen to the whole episode of Sales Reinvented!
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Connect with Susan Borke
- Connect on LinkedIn
- BorkeWorks
Connect With Paul Watts
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More About Susan Borke
What was the last book you read?
A Game of Birds and Wolves by Simon Parkin about the Battle for the Atlantic in WWII and how the British used war games to reverse engineer the German U-Boat strategy, devise effective counter strategies, and train naval officers to deploy them effectively.
Who / What inspires you?
Michelle Obama inspires me. I can’t imagine the scrutiny and stress she was under for 8 years. I really respect how she used her position and visibility to do good work for children’s health and well-being.
Are there any aspects of your own negotiation skills that you are working on improving at the moment?
I always strive to get more comfortable with silence.
Hobbies, Interests?
Lots. These days I focus on the things I can do at home like knitting and reading. I look forward to when I can get back to going to the theater, entertaining friends, and traveling.
How can our listeners contact with you?
They can contact me through my website or LinkedIn.
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