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Rule Number 12 Smile and Say ‘No!’ until Your Tongue Bleeds

Attributed to Harvey Mackay in his pithy book “Swim With The Sharks Without Being Eaten Alive”, I like this adage because it is, like many other aspects of negotiation, so counter-intuitive.In his view (and ours), you’ll be amazed how much the terms of your deals will improve when you learn to say ‘No’.

However, there is a heck of a lot more to this expression than first meets the eye.

Rule Number 11 Understand the Power of Silence in a Negotiation

We live in a world of noise where silence has almost ceased to exist. A significant majority of people are uncomfortable with it and seek to fill it even with mundane background noise. We regularly see this manifest itself in countless businesses where we see people in meetings and negotiations talking too much, tripping over themselves to ‘lead the conversation’ or to interject as soon as the other person pauses so that they can post their arguments. It is as though silence is to be avoided and immediately filled...

Rule Number 10 Be Prepared to Walk Away from the Table Without a Deal

There is nothing quite so empowering to a negotiator that knowing that they can walk away from the deal if necessary. This hugely important factor enables them to be assertive on their goals, confident that if an acceptable deal is not reached, they have an alternative option. Similarly, the other party will sense this too and will be commensurately wary of pushing too hard. Unfortunately, the opposite is true too! Having no alternative, such as in a monopoly situation, can leave you in a very vulnerable position.

Rule No. 9. “Give away nothing for Free”

When negotiating, a good mindset to adopt is the one that says everything has a value and that nothing should be given away for free.Yet, far too often well-intentioned or naïve negotiators give away items to the other party when they need not.The irony being that by giving it away too easily, its value becomes much diminished for the recipient.

Rule Number 8 "Learn to Communicate"

To negotiate people must have the ability to exchange ideas, concerns, proposals and arguments – in short, communicate effectively.

Rule Number 7 "You Will Reap That Which You Sow"

In negotiation, and in life, everything that you do has repercussions – actions have consequences. It comes back to you one way or another.

Rule Number 6 "People Buy From People – So, Understand the Three Types of Proof Used By Persuasive Speakers"

Absolutely fundamental to negotiation is our ability to persuade others to accept our view.

Rule Number 5 "All customers / suppliers have a different value to you"

“There are, of course, many ways by which sellers can categorise or segment their customers. By far the most common is size or revenue, but this is simply not adequate if you want to determine how to manage a relationship or how to negotiate with a customer. ”

Rule Number 4 "Clarify and Understand your own Value Before you start"

“Value is the extent to which a product or service is perceived by the other party to meet his or her needs or desires, measured by their willingness to pay for it. It commonly depends more on their perception of the worth of the product than its intrinsic value.”

Rule Number 3 "Know your enemy and know yourself" Sun Tz

There was no greater war leader and strategist than Chinese military general Sun Tzu. His philosophy on how to be a great leader and ensure you win in work, management, and life is often quoted – for good reason. Sun Tzu also states the “Every battle is won before it is fought” – a point we picked up in our Rule No2.

Rule Number 2 Negotiations are won in the planning, preparation and rehearsal, not at the table.

In our experience, only one third of the delegates attending our programmes spend more than one hour planning, preparing and rehearsing for a negotiation. Often this is done in a café, taxi or train en-route to a customer, or in a rushed pre-meeting, which is prone to regular interruptions, just prior to a key meeting with a supplier!

Rule Number 1 If you do not ask – You will not get!


Negotiation Awareness for non-Pr...

October 2018

June. Negotiation Awareness Programme for an organisation in the UK –a subsidiary of a Swiss based organisation in the supply chain for the water industry—covering Non-Procurement personnel who have accountability for negotiating deals with suppliers.

Advanced Negotiation Training Ap...

June 2018

Develop and deliver a unique Negotiation programme for a company involved in the global Taxi Cab Industry. Subsequently involved in related consultancy work on specific topics, to help drive margin improvement and define differentiation.

January 2018 Ambu UK Ltd

February 2018

NewDawn ran an Advanced Negotiation Training programme for Ambu UK Ltd in January 2018.

Great reviews; “Enjoyed all aspects, especially the negotiation tasks. Very good insight into my own performance and how a customer perceives me” “The best course I have done in 18 years of sales experience”.

December 2017 – Hafele UK and Va...

January 2018

Strategic Relationship Management (UK and Germany). A review of the management of the strategic relationship between these two companies including an implementation plan for any issues arising.

Dec 2017 and Jan 2018 – DeLaval USA

January 2018

In follow up to the June training in the USA, Alan Cooley was involved with all the delegates in the follow up process designed to test how well people have turned their learning into real application via Skype reviews with people in China, Belgium, Germany, Poland, Argentina, Brazil, and USA.

October 2017 - China Light and P...

November 2017

Alan Cooley was back with CLP in Hong Kong developing existing Strategic Procurement capability within the team members, as well as helping to start the development process with a number of other team members recently appointed to the programme.

Jun-Nov 2017 - JW Froehlich

September 2017

Alan Cooley worked with JWF on a number of procurement consultancy projects over June-November 2017 to improve value delivery for the business

One project was a programme internally to deliver a change of approach to the project cycle to eliminate unnecessary product change activity. Phase 1 is now well underway.

Aug-Oct 17 KAAUH Saudi Arabia

August 2017

Mark Henderson worked with the King Abdullah bin Abdulaziz University Hospital in Saudi Arabia to establish their approach to procurement leading to CIPS Corporate Certification being granted in November 2017. Mark worked with the team both in Riyadh and remotely from the UK helping them to establish and embed appropriate policies, procedures and processes as well as guiding the team through effective implementation of these.

We are privileged to have worked with some of the best global, regional and national companies. Here is a snap shot of some of those companies:

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