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Marshall Cavendish International (Asia) PTE LTD - Bob Etherington

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80 pages

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NEGOTIATING SKILLS FOR VIRGINS Bob Etherington Copyright 2008 Bob Etherington First published in 2008 by: Marshall Cavendish Limited 5th Floor 32-38 Saffron Hill London EC1N 8FH United Kingdom T: +44 (0)20 7421 8120 F: +44 (0)20 7421 8121 sales@marshallcavendish.co.uk www.marshallcavendish.co.uk The right of Bob Etherington to be identified as the author of this work has been asserted by him in accordance with the Copyright, Designs and Patents Act 1988. All reasonable efforts have been made to obtain permission where required for use of copyright material. Any omissions or errors are unintentional and will be corrected in future printings upon notification by relevant copyright holders. All rights reserved No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means including photocopying, electronic, mechanical, recording or otherwise, without the prior written permission of the rights holders, application for which must be made to the publisher. A CIP record for this book is available from the British Library eISBN 978-9-814312-24-0 Designed and typeset by Phoenix Photosetting, Lordswood, Chatham, Kent Printed and bound in Great Britain by CPI Bookmarque, Croydon CR0 4TD Contents Warning: before you buy this book ... Definitions for virgins Introduction 1 Aspiration and attitude 2 Question: what is plan B? Answer: not plan A 3 Haggle haggle ... barter barter ... sell sell ...

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Publié par	Marshall Cavendish International (Asia) PTE LTD
Date de parution	01 mai 2008
Nombre de lectures	0
EAN13	9789814312240
Langue	English

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NEGOTIATING SKILLS FOR VIRGINS
Bob Etherington
Copyright 2008 Bob Etherington
First published in 2008 by:
Marshall Cavendish Limited 5th Floor 32-38 Saffron Hill London EC1N 8FH United Kingdom T: +44 (0)20 7421 8120 F: +44 (0)20 7421 8121 sales@marshallcavendish.co.uk www.marshallcavendish.co.uk
The right of Bob Etherington to be identified as the author of this work has been asserted by him in accordance with the Copyright, Designs and Patents Act 1988.
All reasonable efforts have been made to obtain permission where required for use of copyright material. Any omissions or errors are unintentional and will be corrected in future printings upon notification by relevant copyright holders.
All rights reserved
No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means including photocopying, electronic, mechanical, recording or otherwise, without the prior written permission of the rights holders, application for which must be made to the publisher.
A CIP record for this book is available from the British Library
eISBN 978-9-814312-24-0
Designed and typeset by Phoenix Photosetting, Lordswood, Chatham, Kent
Printed and bound in Great Britain by CPI Bookmarque, Croydon CR0 4TD
Contents
Warning: before you buy this book ...
Definitions for virgins
Introduction
1 Aspiration and attitude
2 Question: what is plan B? Answer: not plan A
3 Haggle haggle ... barter barter ... sell sell ... negotiate
4 Deconstructing the No
5 Dealing with Johnny Foreigner
6 I don t know why I did that!? (ploys and tricks )
7 Unconscious incompetence and conscious competence
8 Putting it all together
Warning: before you buy this book

The material you have in your hands is very valuable . There are many people who do (or would like to do) business with you, who would rather you didn t have it. It is an unusually practical book about the real secrets of negotiating some really great deals for yourself.
It has been written for people like you (often, in my experience, from the Northern Hemisphere) who feel that they are probably terrible at negotiating and would like to do it better! ... well ... OK, brilliantly well .
But first ...
I said in the first paragraph the real secrets of negotiating. But maybe you believe that you have seen it or read it all before. So first a self-test to see whether you are ready for the material in this book; please answer this question:
Which do you think is the longest line in the diagram below? Line A or line B?

So which is it then ... A or B ? I know you ve seen it, or similar diagrams, before in countless children s comics and books of optical illusion but give me your answer anyway. They re both the same length, you say. Very good. You know that s right because you ve seen it before, like I said.
But now I d like you, if you would, to actually measure the two lines. Go on please do it now ... if you re standing in a bookshop use the edge of a bus/train/ plane ticket.
Oh dear! I know! You ve just discovered line A is 30% longer than line B!
But all we adults do it all the time ... me too. Whatever it is, we think we ve seen it (read it or heard it) all before and we assume we know. And you may think this book is also one that is going to be full of stuff you already know. However I d like to open your mind to the unexpected.
This is a book born out of several years of practical and successful negotiating around the world. The approach has been used, by me, to negotiate the sale and purchase of personal artefacts (cars, houses, TVs) and, in the work-world, to seal deals on mutually favourable terms (redundancy packages, salary increases, international contracts worth several million).
So I d like you to suspend your adult scepticism and reinforce your open-mindedness before reading this book (once you ve bought it) by writing the following words on the dotted line across the next page:
MAYBE HE S RIGHT
Thanks, Bob Etherington
Definitions for virgins
negotiate (verb) nee -go -shee-yate
1. What you have to do when the other person says No
2. What you have to do when desirable assets become scarce
bigdiscounts (noun. pl) big -dis -cownts What you give when you don t know how to negotiate
paytoomuch (verb) pey -toow-muh-ch What you do if you don t know how to negotiate
Rules for virgin negotiators
1. Nobody will negotiate with you unless they believe you can help them or hurt them.
2. If they keep coming back to the table you have something they want.
3. If you keep coming back to the table they have something you want.
Introduction
You don t start negotiating until the other side says, No!
I used to travel a great deal for my job. For this reason I found myself in a camera shop in a Hong Kong shopping mall a few years ago ... I was buying a digital video camera with a friend from the Philippines. The camera was on sale for about USD 2000. Top of the range at that time ... Brand name too.
I went through the time honoured HK ritual with the shopkeeper, Is that your best price? The shopkeeper grudgingly knocked off USD 140. I felt good ... 140 off ... whooo! You d never get that in London! I was about to accept when my friend jumped in. You must haggle! she said. (Brazenly ... right there in front of the man ... in front of the whole shop ... in a loud voice too!) I just did, said I. Not like that! she said. We ll pay 200 that s all, she said to the shopkeeper. Can t be done! he said. (Embarrassment.) Let s go! she said, and began to walk out. Just a moment, said the man coming out into the street. Let s see what we can do.
Ten minutes later we had the camera for 1300 including a carry bag, tripod and a wide-angle lens. We also spent another 700 on an excellent digital still camera selling in London for 1200.
OK, it was actually a haggle BUT it was also ... nearly ... very nearly ... a full bodied successful negotiation . Not a Hey ... we really screwed em! deal for either side. But then again, nobody walked away feeling short-changed either. It was a very good deal for both of us. Leaving the encounter feeling like this, on both sides, is the ideal outcome for a good negotiation. Why do I say this? Because it had many of the elements that mark the difference between basic haggling and sophisticated negotiating:
It was as wise as it was sensible.
I would definitely do business there again.
He would probably be pleased to see me if I went back.
I would be pleased to go back.
Oh ... no negotiations please ... we re from the Northern Hemisphere!
For people who are not originally from Asia, the Middle East or Latin America, real negotiating is not part of our way of life; neither is bargaining or haggling. We Caucasians are, generally, very bad at negotiating. This applies to our home life and work life. It also applies to corporate deals both very small and very large. Many of us are even encouraged to believe it is impolite to embark on a negotiation especially in a posh shop or similar intimidating surroundings.
Can we DO something on the price, Sir? If you need to question the price, Sir, you clearly can t afford it!
So, with all this built-up angst, agony and vividly imagined future-embarrassment, lurking deep in our genes, we hate even the thought of doing it. We hate the thought so much we are scared to embark on it under any circumstances. We laugh loudly (too loudly?) when we recognize someone very close to home in situations like this ... ourselves :
Harry The Haggler: Now, look. I want twenty for that.
Brian: I - I just gave you twenty.
Harry The Haggler: Now, are you telling me that s not worth twenty shekels?
Brian: No.
Harry The Haggler: Look at it. Feel the quality. That s none of your goat.
Brian: All right. I ll give you nineteen then.
Harry The Haggler: No, no, no. Come on. Do it properly.
Brian: What?
Harry The Haggler: Haggle properly. This isn t worth nineteen.
Brian: Well, you just said it was worth twenty.
Harry The Haggler: Ohh, dear. Ohh, dear. Come on. Haggle.
Brian: Huh. All right. I ll give you ten.
Harry The Haggler: That s more like it. Ten?! Are you trying to insult me?! Me, with a poor dying grandmother?! Ten?!
Brian: All right. I ll give you eleven.
Harry The Haggler: Now you re getting it. Eleven?! Did I hear you right?! Eleven?! This cost me twelve. You want to ruin me?! ...
Brian: Ohh, tell me what to say. Please!
Harry The Haggler: Offer me fourteen.
Brian: I ll give you fourteen.
Harry The Haggler: He s offering me fourteen for this!
Brian: Fifteen!
Harry The Haggler: Seventeen. My last word. I won t take a penny less, or strike me dead.
Brian: Sixteen.
Harry The Haggler: Done. Nice to do business with you.
So we get ground to a pulp
We ll get to the difference between haggling (see above) and negotiating later, but you get the picture. The upshot of our reluctance to negotiate is that the very few expert negotiators in the Northern Hemisphere who do know how to negotiate, end up painfully screwing us. They don t intend to hurt us but they end up doing so anyway because we don t know how to do it back to them.
Yet people from Asia, the Middle East, Latin America and throughout the second and third worlds in general, are expert at it. We (from the North) vacation in their countries and come back with tales to tell of what happened when we were buying things in the markets, bazaars and souks . We love the lithe, direct and supple way they do it and secretly we envy them. At the same time we ourselves are afraid to give in to the need to be flexible, inventive and alive to the possibility of the moment. Just like Brian when up against Harry the Haggler we get frustrated and embarrassed. We are not really able to join them in the expert verbal intercourse. We just want it to be over. And when we come up against them in a serious business transaction they grind us again too. It is, for the