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Tactic #70- Apparent Withdrawal
Summary: Acting uninterested in continuing
the negotiation.
Sometimes, although you may not want to go to the
extreme of walking away from a deal, you do want to give your
counterpart the feeling that you are not really committed. Apparent
Withdrawal should be used when you want to give the appearance that
you do not care when in reality you are simply trying to retain control
of the situation.
Example
Several
years ago, a friend of ours was negotiating to buy a beautiful home. He
had gone through several days of negotiating on many deal points. He was
in love with the house but the seller’s last concession was still $4,000
above what our friend wanted to pay. So he called the seller’s broker
and said that he was going to have to withdraw from buying the house
because he could not make the numbers work to his satisfaction. Our
friend was confident that neither the seller nor the broker would let a
$300,000 deal go over a difference of $4,000. Since our friend was
willing to pay the $4,000 if he had to, this was a case of Apparent
Withdrawal rather than Withdrawn Offer.
Counter
The broker had at least three possible tactics at her disposal: These
Boots Are Made for Walking, I’ll Meet You in the Middle, or
Trade-off Concession. Any of these tactics could have worked to
bring our friend back to the bargaining table without giving in to his
lower price.
This tactic is one of 101 strategies and tactics
featured in The Only Negotiating Guide You'll Ever Need, by Peter
Stark and Jane Flaherty.
Ask the
Negotiator
Dear
Peter,
I have been in the car retail business for 10 years, and I realized
there is a significant change in consumer negotiating tactics.
Tactics such as referring to a higher authority for more discounts
have come to no purpose anymore, reasons being many other sales
professional have been giving discounts liberally. And, many a time
I have come across customers who openly declared that they have
received a certain amount of discount and are expecting to do
better. I would appreciate your reply.
Sincerely,
Francis
Dear Francis,
Retail customers are using one of their most powerful negotiating
tactics against you — the power of competition. It is powerful
because most people do not like to lose a deal to their competitor.
I know that when we are selling, we tend to believe that every
customer buys from the salesperson and organization who has the
lowest price. Price is an explicit need that any customer will
verbalize is important to them. What is important to remember is
that in a negotiation, it is usually an implicit need, not an
explicit need, that determines the outcome of a negotiation. This
retail customer came to see you. There is a reason that they did not
buy the car at the last dealer they shopped. Some of the reasons
might include; the customer did not like or did not trust the
salesperson or dealership they were buying from, the previous dealer
did not have the exact model the customer was hoping for, the
customer is bluffing and is not able to get the price they are
discussing with you, or, the customer has a need to know they got a
great price and therefore has an implicit need to work hard
negotiating with you.
My first suggestion is to build a relationship where the customers
really trust you. Be honest — even providing information to your
customer that costs you something. The customer needs to know you
are in this career for the long-haul and will be there for them
through their entire ownership of the car. Safety, security, and the
feeling you are making the right decision with the right salesperson
usually outweigh price. Second, make sure you ask lots of open ended
questions so you truly understand your customer's needs. When they
know you truly care about their needs and goals, and can demonstrate
you really do care about their needs and goals, rather than your
commission, customers tend to care more about your needs and goals.
Needs of trust, care, being valued, safety and security usually
outweigh price. Last, if it really is all about price when it
comes to buying a car, we would all be driving YUGOS.
Best regards,
Peter
Ask the
Negotiator - Are you involved in a
negotiation and not sure what strategies or tactics to use?
Send in your toughest negotiation
challenge and our team of expert negotiators will outline a specific
plan to ensure your success. Please send your negotiation
challenge to
info@everyonenegotiates.com. If your challenge gets
published, we'll send you an autographed copy of The Only
Negotiating Guide You'll Ever Need, by Peter Stark and Jane
Flaherty ($14.95 retail) WOW!!
To view this month's issue of The Master
Negotiator, the premiere on-line newsletter for negotiators,
follow this link:
The Master Negotiator, Volume 2, Number
8 Nonverbal Negotiation, Part II
To view previous Negotiating Tactics of the Week,
follow this link:
Negotiating Tactics of the Week
To forward this tactic to a friend or colleague
please click on the forward link below
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