How to Negotiate Effectively (Creating Success)

Lower in their mind the value of what they are offering. Reduce the cost to them. 'Surely you would incur that cost anyway?' Reduce their perception of the apparent value to us: 'That's of no real value to us', or 'That's of little value to us'. Reduce their aspirations; their concessions need to appear meaningless.

Where we can genuinely use this, here is a simple checklist to help reduce the impact of what they believe they are offering us by way of concession:

• Treat it as if it is not a real concession. Make them feel that it is like vapourware.

• Suggest that it is only what is expected in cases like these.

• Suggest that they would incur those costs anyway - implying no extra cost.

• Suggest that other companies you deal with, give and often give more.

• Suggest that you have the potential benefits of this concession already.