Selling Big to China: Negotiating Principles for the World's Largest Market

Selling Big to China: Negotiating Principles for the World's Largest Market

by Morry Morgan

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This book is a complete sales and negotiating guide for mainland China and includes practical and measurable techniques that have been tested and proven to work with Fortune 500 companies operating in the 'Middle Kingdom'. It is divided into four main areas:
  • The Knowledge
  • The Sales Call
  • The Negotiation
  • The Maintenance

The book is the result of my 8 years of training in sales and negotiation skills across mainland China, as well as running a multi-city, multicultural company in the 'World's Most Stressful Country' (according to Newsweek). The book includes a collection of anecdotes from this experience, as well as case studies developed by working closely with leading companies in China. Some of these companies include Rockwell Automation, Microsoft, Thomson, SAP, and NBC.

Sales and negotiating is not easy, particularly when done in a country with completely new values and rules of engagement. The purpose of this book is to lay the rules out clearly, and provide the reader with an easy to understand strategy to doing business in mainland China.

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Product Details

ISBN-13: 9780470826232
Publisher: Wiley
Publication date: 03/10/2011
Format: NOOK Book
Pages: 224
File size: 614 KB

About the Author

Morry Morgan's dual roles of general manager and corporate trainer in the field of sales and negotiations ensure that he is always refining his skills and being tested by trainees. He has been designing and training China-centric sales and negotiation strategies since 2001, when he co-founded ClarkMorgan Corporate Training in Shanghai with Andy Clark. In 2007 and 2008 the company was declared "Training Firm of the Year" in the 10th and 11th annual China Staff Awards, respectively.
He completed a bachelor's degree in microbiology and pharmacology, and advanced certificates in Chinese (Mandarin) and Business Management at the Royal Melbourne Institute of Technology (RMIT) in Australia. During this time, he also joined the Medical Corps of the Australian Army Reserve and at age 18 opened his first business, a training company called Advantage Tuition.
Morry is well traveled, visiting more than 13 countries before his 30th birthday. On one such trip he met a girl who was also backpacking in Yangshuo, China, whom he later married. Today, he lives in Shanghai with his wife, Rio and son, Dylan.

Table of Contents




Chapter 1. Target Acquisition Equation.

Chapter 2. Needs.

Chapter 3. Features.

Chapter 4. Benefits.

Chapter 5. Goodwill.

Chapter 6. Reputation.

Chapter 7. Trust.

Chapter 8. Agreement.


Chapter 9. Checking.


Chapter 10. Negotiating with Your Target.

Chapter 11. Personalities of a Negotiation.

Chapter 12. Tactics of Negotiation.


Chapter 13. Maintenance.

Chapter 14. Handling Complaints.


Chapter 15. Execution.




What People are Saying About This

From the Publisher

Selling Big to China is a valuable read with practical insights about different age groups in China, how they respond to sales tactics and how some age groups compare with their Western counterparts.  Morry Morgan's experience in selling and delivering training as a Mandarin speaking foreigner on the ground in Shanghai gives the reader an inside perspective to the challenges facing business in this globally important market. 

Peter Nixon
Author of Negotiation (Mastering Business in Asia)
Founder & Managing Director, Potential Ltd.

This book replaces a whole library of old-fashioned books on selling. Morry Morgan has captured the true essence of selling and serves it to the reader in an attractive presentation and ready to eat on a plate. It's also a very interesting book to read.

Dr. Michael Hewitt-Gleeson
Author of Newsell and Wombat Selling 
Principal of the School of Thinking, Melbourne, Australia

Much of what he has written applies to sales and negotiation everywhere; his real strength is his ability to demonstrate the application of these principles to the Chinese context and the theory is well supported with real life examples from his own experience working in China. Selling Big to China is a very useful addition to the sales kit of anyone planning to do business in China.

Dr. Terence Sheppard
Author of The Writing on the Wall
Principal Consultant, Sheppard Associates, Adelaide, Australia

It's a real masterpiece. It's one of those books that I immediately started marking with a pen and highlighter. We totally changed the way we are structuring our events because of the insights Morry had about engaging individuals in China.

Tom Stader
Executive Director and Founder, The Library Project Charity, Xi'an, China

I took the ClarkMorgan Sales and Negotiations training for HR professionals in December 2008 and have since picked up Morry's book. This book is a testament to the effectiveness of his sales technique and training and how functional it can be.   I have quoted the book to all my staff and can sincerely confirm that Needs is the new key word and B2B does not exist.  Thank you Morry.

Luigi La Tona
Membership Manager, the Canadian Chamber of Commerce, Hong Kong

I have yet to meet someone with the depth and breadth of real, on-the-ground China experience that Morry has. He has managed to distil more than a decade of this learning into an actionable, enjoyable book from which we can all learn. A valuable reference for anyone doing business in China.

Randy Shiozaki
Co-Founder and CXO, Spot411
Co-Founder and CEO, Red8 Studios

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