| Let's say that you're in charge of buying new | | | | says, there's a "walk-away" price. A price at |
| computer equipment for your company. How | | | | which the salesperson will not or cannot |
| would you get a salesperson to give you the | | | | sell. The other person doesn't know what the |
| lowest possible price? I would let the other | | | | walk-away price is, so he or she has to do |
| person come in and have her go through her | | | | some probing, some seeking of information. He |
| entire presentation. I would ask all the | | | | or she has to try some negotiating Gambits to |
| questions I could possibly think of and when | | | | see if they can figure out the salesperson's |
| I finally couldn't think of another thing to | | | | walk-away price.When you play Reluctant |
| ask, I would say, "I really appreciate all | | | | Buyer, the salesperson is not going to come |
| the time you've taken. You've obviously put a | | | | all the way from the wish price to the |
| lot of work into this presentation, but | | | | walk-away price. Here's what will typically |
| unfortunately it's just not the way we want | | | | happen. When you play Reluctant Buyer, the |
| to go; however I sure wish you the best of | | | | salesperson will typically give away half of |
| luck." I would pause to examine the | | | | his or her negotiating range. If that |
| crestfallen expression on the salesperson's | | | | computer salesperson knows that bottom line |
| face. I would watch her slowly package her | | | | is $175,000, $50,000 below the list price, he |
| presentation materials. Then at the very last | | | | will typically respond to the Reluctant Buyer |
| moment, just as her hand hit the doorknob on | | | | Gambit with, "Well, I tell you what. It's the |
| the way out, I would come back with this | | | | end of our quarter, and we're in a sales |
| magic expression.There are some magic | | | | contest. If you'll place the order today, |
| expressions in negotiating. If you use them | | | | I'll give it to you for the unbelievably low |
| at exactly the right moment, the | | | | price of $200,000." He'll give away half his |
| predictability of the other person's response | | | | negotiating range, just because you played |
| is amazing. I would say, "You know, I really | | | | Reluctant Buyer.Remember that when people do |
| do appreciate the time you took with me. Just | | | | this kind of thing to you, that it's just a |
| to be fair to you, what is the very lowest | | | | game that they are playing on you. Power |
| price that you would take?"Would you agree | | | | Negotiators don't get upset about it. They |
| with me that it's a good bet that the first | | | | just learn to play the negotiating game |
| price the salesperson quoted is not the real | | | | better than the other side.Key points to |
| bottom line? Sure, it's a good bet. The first | | | | remember:Look out for the Reluctant |
| price a salesperson quotes is what I call the | | | | Buyer.Playing this Gambit is a great way to |
| "wish number." This is what she is wishing | | | | squeeze the other side's negotiating range |
| the other person would do. If the other | | | | before the negotiation even starts.The other |
| person said okay to that, she would probably | | | | person will typically give away half his or |
| burn rubber all the way back to her sales | | | | her negotiating range just because you use |
| office and run in screaming, "You can't | | | | this.Roger Dawson |
| believe what just happened to me. I was over | | | | |
| at XYZ Company to make a bid on the computer | | | | Founder of the Power Negotiating Institute |
| equipment they need for their new | | | | |
| headquarters. I went over the proposal and | | | | 800-932-9766 |
| they said, 'What's your absolute bottom line | | | | |
| price?' I was feeling good so I said, 'We | | | | Dawson is the author of two of |
| never budge off list price less a quantity | | | | Nightingale-Conant's best selling |
| discount, so the bottom line is $225,000,' | | | | audiocassette programs, Secrets of Power |
| and held my breath. The president said, 'It | | | | Negotiating and Secrets of Power Negotiating |
| sounds high, but if that's the best you can | | | | for Salespeople. This article is excerpted in |
| do, go ahead and ship it.' I can't believe | | | | part from Roger Dawson's new book - "Secrets |
| it. Let's close the office and go celebrate." | | | | of Power Negotiating", published by Career |
| So, the first price quoted is what I call the | | | | Press and on sale in bookstores everywhere |
| wish price.Somewhere out there, as the song | | | | for $24.99. |