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