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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!


June 2017 DeLaval USA

June 2017

Further training in the USA for the DeLaval Americas team plus others from Europe and China in Advanced Analytical and Negotiation Practices.

Jun 2017 China Light and Power (...

June 2017

Continuation of assessment and development with the “Belt” players in Purchasing in Hong Kong. Contract extended for a further period of time

International Schools Partnershi...

March 2017

Simon Buzza is running ‘Persuasive Sales’ training for the ISP Business Development team in London

China Light and Power (CLP) Group

March 2017

Alan Cooley is in Hong Kong for two weeks working with Dannie of PMMS Asia on:

  • Mastering the P3 (Proactive Procurement Processes) tools and process
  • Negotiation Practices
  • Managing Risks of Outsourcing Contracts

Hafele UK Ltd

February 2017

Simon Buzza was the guest speaker at the Hafele Sales and Marketing Conference at Warwick University in February.

Alan Cooley and Mark Henderson have been involved for several months in assisting Hafele with building a specific strategic relationship that delivers incremental value by changing the quality of relationship between them and another business. This was the final meeting in a process that started back in August 2015, and has delivered a substantial improvement in how the two businesses work together on a day to day basis, and absolute clarity in how they will work together going forward, with some very challenging goals.

Chartered Institute of Procureme...

January 2017

Mark Henderson has completed several CIPS Corporate Advanced Certifications and associated training programmes over the last 6 months.

TNS Kantar Belgium

December 2016

Simon Buzza and Alan Cooley run a ‘Managing Scope Creep’ programme for TNS Kantar account managers and directors in Brussels.

International Schools Partnershi...

December 2016

Simon Buzza and Alan Cooley run an Advanced Negotiation programme for ISP's Business Development team in London

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