{"rowid": 14, "title": "The Command Position Principle", "contents": "Living where I do, in a small village in rural North Wales, getting anywhere means driving along narrow country roads. Most of these are just about passable when two cars meet. \n\nIf you\u2019re driving too close to the centre of the road, when two drivers meet you stop, glare at each other and no one goes anywhere. Drive too close to your nearside and in summer you\u2019ll probably scratch your paintwork on the hedgerows, or in winter you\u2019ll sink your wheels into mud. \n\nDriving these lanes requires a balance between caring for your own vehicle and consideration for someone else\u2019s, but all too often, I\u2019ve seen drivers pushed towards the hedgerows and mud when someone who\u2019s inconsiderate drives too wide because they don\u2019t want to risk scratching their own paintwork or getting their wheels dirty.\n\nIf you learn to ride a motorcycle,\u00a0you\u2019ll be taught about the command position:\n\n\n\tApproximate central position, or any position from which the rider can exert control over invitation space either side.\n\n\nThe command position helps motorcyclists stay safe, because when they ride in the centre of their lane it prevents other people, usually car drivers, from driving alongside, either forcing them into the curb or potentially dangerously close to oncoming traffic. \n\nTaking the command position isn\u2019t about motorcyclists being aggressive, it\u2019s about them being confident. It\u2019s them knowing their rightful place on the road and communicating that through how they ride.\n\nI\u2019ve recently been trying to take that command position when driving my car on our lanes. When I see someone coming in the opposite direction, instead of instinctively moving closer to my nearside \u2014 and in so doing subconsciously invite them into my space on the road \u2014 I hold both my nerve and a central position in my lane. Since I done this I\u2019ve noticed that other drivers more often than not stay in their lane or pull closer to their nearside so we occupy equal space on the road. Although we both still need to watch our wing mirrors, neither of us gets our paint scratched or our wheels muddy.\n\nWe can apply this principle to business too, in particular to negotiations and the way we sell. Here\u2019s how we might do that.\n\nCommanding negotiations\n\nWhen a customer\u2019s been sold to well \u2014\u00a0more on that in just a moment \u2014 and they\u2019ve made the decision to buy, the thing that usually stands in the way of us doing business is a negotiation over price. Some people treat negotiations as the equivalent of driving wide. They act offensively, because their aim is to force the other person into getting less, usually in return for giving more.\n\nIn encounters like this, it\u2019s easy for us to act defensively. We might lack confidence in the price we ask for, or the value of the product or service we offer. We might compromise too early because of that. When that happens, there\u2019s a pretty good chance that we\u2019ll drive away with less than we deserve unless we use the command position principle to help us.\n\nBefore we start any negotiation it\u2019s important to know that both sides ultimately want to reach an agreement. This isn\u2019t always obvious. If one side isn\u2019t already committed, at least in principle, then it\u2019s not a negotiation at that point, it\u2019s something else. \n\nFor example, a prospective customer may be looking to learn our lowest price so that they can compare it to our competitors. When that\u2019s the case, we\u2019ve probably failed to qualify that prospect properly as, after all, who wants to be chosen simply because they\u2019re the cheapest? In this situation, negotiating is a waste of time since we don\u2019t yet know that it will result in us making a deal. We should enter into a negotiation only when we know where we stand. So ask confidently: \u201cAre you looking to [make a decision]?\u201d\n\nWhen that\u2019s been confirmed, it\u2019s down to everyone to compromise until a deal\u2019s been reached. That\u2019s because good negotiations aren\u2019t about one side beating the other, they\u2019re about achieving a good deal for both. Using the command position principle helps us to maintain control over our negotiating space and affords us the opportunity to give ground only if we need to and only when we\u2019re ready. It can also ensure that the person we\u2019re negotiating with gives up some of their space.\n\nCommanding sales\n\nIt\u2019s not always necessary to negotiate when we\u2019re doing a business deal, but we should always be prepared to sell. One of the most important parts of our sales process should be controlling when and how we tell someone our price. \n\nUnless it\u2019s impossible to avoid, don\u2019t work out a price for someone on the spot. When we do that we lose control over the time and place for presenting our price alongside the value factors that will contribute to the prospective customer accepting that price. For the same reason, never give a ballpark or, worse, a guesstimate figure. If the question of price comes up before we\u2019re fully prepared, we should say politely that we need more time to work out a meaningful cost. \n\nWhen we are ready, we shouldn\u2019t email a price for our prospective customer to read unaccompanied. Instead, create an opportunity to talk a prospect through our figures, demonstrate how we arrived at them and, most importantly, explain the value of what we\u2019re selling to their business. Agree a time and place to do this and, if possible, do it all face-to-face.  \n\nWe shouldn\u2019t hesitate when we give someone a price. When we sound even the slightest bit unsure or apologetic, we give the impression that we\u2019ll be flexible in our position before negotiations have even begun.\n\nThink about the command position principle, know the price and present it confidently. That way we send a clear signal that we know our business and how we deal with people. The command position principle isn\u2019t about being cocky, it\u2019s about showing other people respect, asking for it in return and showing it to ourselves.\n\n \n\nEarlier, I mentioned selling well, because we sometimes hear people say that they dislike being sold to. In my experience, it\u2019s not that people dislike the sales process, it\u2019s that we dislike it done badly.\n\nTaking part in a good sales process, either by selling or being sold to, can be a pleasurable experience. Try to be confident \u2014 after all, we understand how our skills will benefit a customer better than anyone else. Our confidence will inspire confidence in others. \n\nSelf-confidence isn\u2019t the same as arrogance, just as the command position isn\u2019t the same as riding without consideration for others. The command position principle preserves others\u2019 space as well as our own. By the same token, we should be considerate of others\u2019 time and not waste it and our own by attempting to force them into buying something that\u2019s inappropriate.\n\nTo prevent this from happening, evaluate them well to ensure that they\u2019re the right customer for us. If they\u2019re not, let them go on their way. They\u2019ll thank us for it and may well become customers the next time we meet.\n\nThe business of closing a deal can be made an enjoyable experience for everyone if we take control by guiding someone through the sales process by asking the right questions to uncover their concerns, then allaying them by being knowledgeable and confident. This is riding in the command position.\n\nJust like demonstrating we know our rightful position on the road, knowing our rightful place in a business relationship and communicating that through how we deal with people will help everyone achieve an equitable balance. When that happens in business, as well as on the road, no one gets their paintwork scratched or their wheels muddy.", "year": "2013", "author": "Andy Clarke", "author_slug": "andyclarke", "published": "2013-12-23T00:00:00+00:00", "url": "https://24ways.org/2013/the-command-position-principle/", "topic": "business"}