Large Deal Negotiations: How to Win When the Power of Innovation Levels Off

Published on January 19, 2023

Life cycle theory says that all industries will inevitably reach the maturity stage: a phase of slow growth and stagnation in markets previously driven by innovation and high growth dynamics. Competition becomes fiercer. Customers look to optimize costs rather than adopt new technologies. These developments pose a serious challenge to any commercial organization, but especially those in highly concentrated markets with few suppliers and few customers.

How do you win large deal negotiations in this environment? We provide you with a four-step action plan.

The value of product improvements and new technologies will always level off at some point after decades of continuous progress. This holds true even in highly innovative, high tech markets, such as printing inks, specialty chemicals such as pesticides, and certain types of semiconductors. When customers are satisfied with the available technologies, any supplier can provide a “good enough”…

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