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As for any person running a business, the ultimate goal that this business person would want to accomplish on the outright is the spreading of word about the existence of his business – its name, products, services, or whatever is there to offer by it.

As have been observed from several marketing campaigns that have been carried on in the past by several different companies and businesses, it has now become a proven thing that whatever kind of strategy, technique or scheme that is implemented and adopted by any existing business in regards to the subject of promotion – if the message being conveyed to prospective customers is not at all precise and clear, then tendency is that all effort, time, and money spent during the promotion always seem to just end up being put to waste after the campaign has been executed.

But are such observations applicable regardless of the set-up chosen in operating any given business?

The rules and guidelines in executing a full-scale marketing campaign do not change regardless of the environment and type of audience being pursued upon. Like in the case of online promotion where everything is done virtually, the factors and elements that you so consider when reaching your targeted audience through physical means also applies within the realm of online marketing. Just like in physical marketing, how you convey the message about a specific business, the benefits of the products and services offered – is indeed very vital as well for customers who are taking advantage of the internet technology to cater their needs.

In the physical way of doing business where every transaction is done face to face with customers, it is the exact contrary when done online. On the internet, what you may call as a kiosk or boutique in the physical world can be reciprocated as a website in the online world. Basically, the concept of doing business may seem very similar still, the only difference is that transactions are performed virtually when done online.

Should a business owner decide to really operate his entire marketing and sales campaign on a full-scale level approach, it is indeed inevitable to put up a website for the business and cater to customers and prospective buyers existing on the internet. In today’s society, you can hardly find a successful business that does not operate both on a real physical and virtual approach at the same time.

Running a business simultaneously both in an offline and online approach will need as much possibly needed resources that could be used. This is so to fully take advantage of all the benefits that both operational mediums could ever offer.

When negotiating salary or other benefit, you are also negotiating the foundation of a relationship, so you want to get off on the right foot. You and the employer must come to an agreement that you both feel is fair.

If you have multiple job offers, you can sharpen your negotiation skills. Practice with a company you are indifferent about working for. If you are feeling confident, try for the company with the best offer. Remember, if they are negotiating, then you are the leading candidate. Use this power to your advantage.

The following are the best steps to take when negotiation begins:
1. Do not negotiate until you have an offer in writing. Let the employer go first with the offer. However, if they ask you first, tell them your salary range (that you determined with the Considerations in this handout).
2. Restate their offer, and then process it. Keep an honest yet non-emotional response (including body language) based on your research.
3. If it is less than you expect, indicate that it is lower than you expected per your research. Be prepared to verify the sources of your research.
4. Counteroffer with your research-based response and desired range. Remain objective, optimistic, and polite.
5. Never accept an offer right then and there. Ask when they need to know your decision. A respectable company does not ask you to respond immediately.

Their Response and Your Arguments
They may have to consult with the company and get back to you. Rarely do they withdraw an offer because of a counteroffer, but they may if the company is reorganizing or downsizing. Hopefully the employer returns with a satisfying offer. Otherwise, they state their objection and the offer that stands.

Numbers always work in salary negotiation just as they do in your resume. Never give subjective or emotion-based arguments like, “My co-workers really like me” or “I deserve it”. Give undeniable business-related numbers such as, “I increased annual sales by $25,000″ or “As vice president, I’ve reduced my department’s employee turnover by 40%”.

Handling Common Salary and Raise Objections
You may hear the following objections. Here are some methods for overcoming these:

Their Objection Your Response
1. “That’s not within our budget for the job.”
-or-
“That’s all we have allocated for the job.”
• Communicate your value to the employer.
• Convince them to revise the budget allocation for the position.
• Point out that the amount is below market value, using your researched range (not an exact amount).
• Show your interest in the job, but mention that you cannot justify accepting less than the market value.

2. “Other employees with similar qualifications and experience aren’t paid that much.”
-or-
“You’d be earning more than others in this type of position.”
-or-
“No one else has received a raise, so why do you think you should?”
• Persuade them that you should earn more because you are worth more. Give specific examples to support your argument (e.g., more advanced degree or more experience than others).
• Suggest that they give you a different job title so you fall into a higher salary bracket. Offer to take on additional responsibilities to offset the higher salary. Usually big companies are not quick to blur job titles and salary levels. But smaller companies not using formal pay-grades may be more flexible to this.

3. “Your salary history does not justify such an increase.”
-or-
“That’s a lot more than your last salary.”
• Stress that you expect to be compensated for the value of your work and what you plan to achieve within the organization. Help the employer realize that previous salaries are unrelated to this job. Try using these responses in terms of your situation:
• “Yes, I earned less at my last job. However, I held that position for 3 years and the experience I’ve gained certainly warrants an increase.”
• “What I’m paid is below market rate. That’s one reason I’m looking for a new job. Because of my skills and recent degree, I don’t want to accept anything less than market value for a new job.”

4. “You haven’t been working for a while.”
• Do not let them assume you are willing to work for less, need retraining or are desperate for a job. Let them know that you offer as much as those with current experience.
• Stress that your endeavors away from work (training, education, volunteer work, personal projects) enhanced you as an employee.
• Accept a lower salary and request a performance review in 6 months. Ask for a guarantee that if you meet your goals, they will increase you to the market value.

5. “I’m sorry, but it’s our policy not to negotiate.”
• Look into whether this is true about the company. If it is true, you may have no choice. If might not be true, say, “I understand you don’t normally negotiate salary. But I am an exception, because…”
• Negotiate for better non-cash benefits.

Final Offer
Know when to quit. If you sense the employer getting frustrated with your proposals or states that this is all they can do for you, stop and evaluate the existing offer. Do not give the impression that you are impatient or greedy. You may annoy the employer if you push beyond their limits, and they may withdraw offer.

When they come back to you with their final offer, be ready to evaluate and decide to accept or decline. Once an offer and package is agreed upon verbally, always make sure they are going to mail it to you in a signed, written document (an “offer of employment” letter).

Other Negotiables
Salary is not the only area to negotiate. If the employer rejects your desired salary or in certain jobs, industries or companies where salary is non-negotiable, you still have other options. These other options may be more important to you and might be negotiable.

To better prepare and negotiate, you may want to ask their HR department for information about benefits and options available. These can include:

• Bonuses (performance-based)
• Performance reviews (including timing and percentage)
• Health, dental, life and disability insurance
• Retirement or pension plans
• Vacation and sick days
• Work-from-home days
• Tuition reimbursement
• Overtime policies
• Profit sharing plans
• Stock options
• Employee discounts
• Company car and expense accounts (like commuter expenses)
• Relocation/moving expenses
• Termination contract
• Professional association or gym memberships
• Certifications
• Childcare
• Sign-on bonus

One of the biggest questions that we all struggle with when we are in the middle of a negotiation has to do with goals. When a negotiation includes such items as price or delivery dates, we need to understand what we want and then we need to understand how we’re going to go about getting it. This is where the zone of uncertainty comes into play.

The Zone Of Uncertainty

I think that we can all agree that in a negotiation there are two values associated with every issue that is under discussion. The first of these values is the value that you initially ask for. This can be the price that a house is listed at or a salary that is initially requested. The next value is the minimum value that you will accept. This is the value that if the other side moves below, then the deal is off.

The area that lies between these two values is called the zone of uncertainty. Your goal during the negotiation is to get the other side to agree to a value that lies within this area. Of course you’d like it to be somewhere towards the top end; however, you could live with a value that was somewhere towards the bottom end if everything else met your requirements. If you find yourself in the buyer’s role, then you are going to have to make sure that your initial offer is high enough to keep the other side’s attention and low enough to give you room to negotiate.

One of the most challenging things about establishing a zone of uncertainty in a negotiation is that you are going to want to find ways to leave yourself as much room to negotiate as possible. The reason that this can be hard to do is that your offer is going to have to be seen by the other side as being reasonable. The reason that this is so important is because if the other side thinks that you are making unreasonable demands (offering too low of a price) then this negotiation will be over even before it ever got started.

How To Use The Zone Of Uncertainty

The zone of uncertainty is a powerful tool in the hands of a skilled negotiator. Often what will happen is that you’ll start a negotiation by proposing a value such as a purchase price. The other side is going to counter with what they believe is a more reasonable value. Once they have done this, boundaries for the zone of uncertainty for this negotiation have now been defined.

You don’t always have to focus on the value that has been associated with the zone of uncertainty. Once the zone has been established, you now can bring other negotiation items into the mix. There will be a gap between where your offer is in the zone and where the other side is. One way that you can take steps to bridge this gap is to suggest something new that the other side wants or to make a compromise on some other issue that is being negotiated.

Knowledge of the zone of uncertainty can pay off for a negotiator when a negotiation starts to become tricky. They can also help out if you discover that they other side is starting to play negotiation games. The zone will allow you to maintain your perspective on what is working in your negotiation and what is not working.

What All Of This Means For You

The key to having a successful negotiation is to make sure that you have a good understanding of your goals. One way to go about making this happen is to take steps to establish a zone of uncertainty around a specific part of the negotiation. This will allow you to focus on what you want to get out of the negotiation.

A zone of uncertainty is created when you determine what the maximum value that you would either like to get or are willing to pay. Then when you determine the minimum value that you’ll accept or the value that you want to start with the zone has been established. If you can get the other side to agree to a value that falls within the zone then you will have been successful.

The zone is a powerful negotiating tool that can be used to gain the upper hand in a negotiation. The next time that you are negotiating, spend the time to determine the zone that bounds the value that you want to obtain. Knowing what your upper and lower limits are, you’ll be in a much stronger position.