Course 2: International Marketing

Module 2: International Sales Negotiation

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This learning module provides a comprehensive overview of international sales negotiations, where buyers and sellers (importers and exporters) are the primary actors. However, negotiations in this context can also involve agents and other third parties, either directly or indirectly. The module emphasises that international sales negotiations typically commence in a state of contention, with each party initially advocating for different positions. Progression in negotiations leads to a state of conclusion when both parties agree on the terms of the international sales contract that are mutually advantageous.

In essence, buyers aim to secure goods in a manner that benefits their importing business, while sellers seek to sell their products under conditions that favor their exporting endeavors. The actual conclusion of an agreement occurs only when both the buyer and seller perceive the terms as mutually beneficial. This is vital to your overall understanding of the negotiation process. Furthermore, the module breaks down the sales negotiation process into three distinct stages, providing learners with a structured framework to navigate these intricate negotiations successfully.

In the following topic, we delve into a crucial aspect of international sales negotiations: assessing the maximum concessions deemed suitable for a specific negotiation scenario. A fundamental component of this process is gaining a deep understanding of the factors that significantly impact buying decisions. The module highlights that these influential factors can be categorised into three key areas: product-related factors, price-related factors, and performance-related factors. Participants will gain valuable insights into how each of these categories plays a pivotal role in shaping negotiations, equipping them with the knowledge and strategies needed to excel in international sales negotiations.

In the last topics we explore vital strategies for achieving success in international sales negotiations. Participants will discover that researching buyer alternatives, understanding the motivations behind buyer interest, and meticulous concession planning are all pivotal in securing favorable outcomes in negotiations.

However, an equally significant aspect of international sales negotiations is the profound influence of culture. The module highlights how cultural factors can vary significantly from one country to another, affecting three crucial dimensions of negotiations. By mastering these cultural insights alongside essential negotiation strategies, participants will be well-prepared to navigate the complexities of international sales negotiations with confidence and competence.

Understanding the export landscape can be a daunting challenge, for many the starting point is unclear and the way forward clouded by misinformation and dated sources. With this course, we break down and simplify the most basic and essential topics for international marketing with the most up-to-date and relevant information. Presented in high-definition video, with each topic ending in assessment to ensure the lesson is properly retained.

This free module is part of a comprehensive course and is the most important source of information you need to understand the export landscape. An understanding that is essential to any growing business or industry where the potential for international trade is high. Completing this free module is the second major brick in your foundational knowledge of international marketing and will form an essential part of your understanding of exports going forward. It is also the perfect segway into our next course covering international cargo movements.