Which step of the sales process often involves negotiation?

The objection stage of the sales process is where negotiation frequently occurs. During this phase, potential customers express their concerns or objections about the product or service being offered. Sales professionals must address these objections effectively, often leading to discussions about pricing, features, and terms, which are all essential aspects of negotiation. By acknowledging the customer's concerns and responding appropriately, the salesperson can work toward a mutually beneficial agreement, adapting their proposal to overcome any hesitations the customer has. This negotiation aspect is critical, as it can significantly influence the likelihood of closing the sale.

In contrast, the preparation step is focused on researching and strategizing before engaging with the customer, the approach involves making initial contact and presenting the value proposition, and follow-up pertains to maintaining the relationship and ensuring customer satisfaction after the sale has been made. While all these stages are crucial to the overall sales process, it is during the objection stage that negotiation is most prevalent.