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21 " Information. What do you know about the salesman’s needs or the store’s needs? Is the salesman on salary, commission, or a combination of both? You don’t know. "
― Herb Cohen , You Can Negotiate Anything
22 " Does he have a budget, a quota, or a deadline? You don’t know. Has he had a great month, or did his boss warn him to sell a refrigerator today “or else”? You don’t know. "
23 " What’s the inventory situation on this model? Is it the store’s hottest item, currently on backorder, or is it a dog the store manager will dump at any price? You don’t know. "
24 " What are the itemized costs on this model? You don’t know. Is the store making a profit on this model? If so, how much? You don’t know. "
25 " But does the salesman know something about you? Yes. "
26 " There are many people with technical expertise who lack the negotiating skill needed to sell their ideas. As a result they feel frustrated. "
27 " He knows you’re interested in the refrigerator. People may browse in the Sporting Goods, Clothing, or Stereo Departments at Sears, but not in the Large Appliances Department. They examine refrigerators when and because they need them. "
28 " Over and above this “given fact,” the salesman knows which nearby competitors sell refrigerators, whether they’re featuring special sales at present, and how much they’re charging. "
29 " Almost anything you and your spouse say furthers the informational imbalance and strengthens the salesman’s hand. "
30 " Note that the salesman never responds directly to any question that might give you information. "
31 " If you ask, “I’m not saying I’ll buy this refrigerator, but if I do, when do you think you could deliver it?” he’ll say, “When would you like it delivered?” When you reply, “How about early this afternoon?” he’ll say, “Why so soon?” At that point one of you will comment, “Because we have about seventy dollars’ worth of food spoiling rapidly. "
32 " Does the salesman like this information? Yes, because you’ve exposed your deadline to him without knowing his. "
33 " Time. Compounding the expanding informational gap is the problem of organizational pressure and time. The salesman you’re dealing with seems relaxed. His organization isn’t visible. "
34 " There’s a way to break out of this bind: Don’t act as though your limited experience represents universal truths. It doesn’t. Force yourself to go outside your own experience by vigorously testing your assumptions. "
35 " As a negotiator, take some risk, break free from the precedent of your past experiences, challenge your assumptions, raise your aspiration level, and increase your expectations. "
36 " Some things are not the product of a negotiation. The Ten Commandments was not a negotiated document. It’s certainly difficult to negotiate with the Lord when he presents you with a fait accompli etched in stone. "
37 " Because so many things are negotiable doesn’t mean that you or I should negotiate all the time. If you were to ask me, “Do you negotiate with one-price stores? Do you negotiate with Sears? "
38 " I’d be perfectly frank with you and reply, “One of my life strategies is never to go into Sears. "
39 " My point is, whether you do or don’t negotiate anything should be strictly up to you, based on your answers to the following questions: Am I comfortable negotiating in this particular situation? Will negotiating meet my needs? Is the expenditure of energy and time on my part worth the benefits that I can receive as a result of this encounter? Only if you, as a unique individual, can answer yes to all three of these questions should you proceed to negotiate. You should always have a sense of mastery over your situation. Pick and choose your opportunities based upon your needs. Don’t allow yourself to be manipulated or intimidated by those who aren’t concerned with your best interests. You have the freedom to choose your attitude toward any given set of circumstances and the ability to affect the outcome. In other words, you can play a much greater role than you thought in shaping your life and improving your lifestyle. "
40 " The secret of walking on water is knowing where the stones are. "