Sales managers, directors, VP’s and executives! Sales Survey Inc did a study on B2B discounting and reported that 94% of B2B sellers have never been trained in sales-side negotiation. It’s insane but true. 9 in 10 B2B sellers have not been equipped with sales-specific negotiation skills, despite the fact they are involved in the most difficult negotiations known to man! More difficult than divorce attorneys, procurement officers, union bosses, politicians, even corporate lawyers. Because unlike traditional negotiations, B2B sellers have to win both the negotiation AND the sale, AND make buyers feel good about it in the process!