In this second of two linked sessions we will look at the skills you
need to persuade and negotiate with your customers. This session
builds on the BS2 session Informing your customers as well as some
other, general sessions on communications and customer service:
* Understanding communication
* Speaking and listening effectively
* Handling confidential information
* Your customer’s requirements
You should have completed all these sessions before starting this one,
as some of what you are going to be looking at builds on them.
In the BS2 session Informing your customers you learnt about the im-
portance of knowing who your customers are, their points of view and
their interest in benefits not features. Understanding their point of
view is called empathy, and this is something we will look at in a bit
more detail now, because it is important in persuading and negotiat-
ing with customers.