Peter Barron Stark
President

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Tactic #63- Playing Stupid

Summary:  Feigning ignorance to test a counterpart's honesty and the accuracy of his information.

Playing Stupid sometimes pays off. You may ask a question even when you already know the answer in order to verify the accuracy of your counterpart’s information or to test his honesty. This tactic works because people tend to want to help you more when they think you are handicapped by a lack of skills, knowledge, or information. In other words, there are times when playing dumb is smart.

Example

Last year we were in the market for a new refrigerator for our office. Wanting to make a good investment, we went to six different stores looking at three different brands of refrigerators. After about three stores, we began to realize that we knew more about the models than the salespeople waiting on us. But because too much knowledge would probably intimidate the salespeople and cause them to keep their guard up, we began Playing Stupid, explaining that we had never bought a refrigerator before. We didn’t volunteer the fact that we had already shopped at several other stores.

Finally when the sixth salesperson had concluded his presentation, we narrowed the focus to the model we were interested in and told the salesperson that if he could sell us that refrigerator for $950, we would make the purchase right then and there, without even checking at another store. This was $70 off his asking price and $135 off the lowest price we had found at the other stores.

Counter
In the scenario above, the salesman responded, “I can’t give this refrigerator to you for $950, but I can let you have it for $980.” It was still a great deal, so we agreed.

Remember to keep your guard up in every negotiation. Realize that any information you yield may be used against you. Helping a stupid person is a good thing, but it is devastating to help a smart person dig a grave for you!
 

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,

This is a tough one for me, I have been a marketing manager in the corporate world for some 12 years, I recently decided to take a career break and upgrade my skill set by going back to college. Money would be tight so I thought about part time consultancy to subsidise my learning.

I approached my soccer team (4th in premier league and Scottish cup finalists) and offered my services as I knew they were struggling financially and I had spent some time devising a marketing plan for them. The mistake I made was that I approached their marketing director, as I was asking for a very modest fee on a part time basis, I thought I was being benevolent and posed no threat to her position. With hindsight I realise that as she has to have all decisions agreed with the board of directors, to pay a consultant may have made her think, that they might consider her lacking in the job. Needless to say despite a full presentation of my proposals I have heard nothing. I really love my team and want nothing but their success. Is there any way back into this or do you think I have blown it?

Many thanks and best regards,
Brian

Dear Brian,

A few ideas. One, you may want to call her before you consider either of my other recommendations and ask something like, "Mary, I was thinking about the possibility of having our team partner with the XYZ organization. I feel XYZ could help us a lot in drawing sponsorships and fans to our games. With your permission, I would like to pass along your name to John at the XYZ organization to see if there is our way we can build a relationship." The goal is to provide the marketing director with some piece of information, hopefully make her look good in the eyes of the Board and to build a relationship. If she feels you are genuinely trying to help her, she will feel less threatened. When you  call with the information or question, it has been my experience that she will give you an update on your proposal.

If you feel she is threatened and unwilling to use your services, a second strategy is to get a higher authority involved like her boss or a member of the Board of Directors. If she is really not going to use your services because she feels threatened, you have nothing to lose.

Last, if you feel the budget is the real issue, do something significant for free. What you are looking for are client relationships where you have created significant results. To be able to tell another potential client that you are a consultant who works with one of the Scottish soccer finalists may have good marketing leverage.

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!!        

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The Master Negotiator, Volume 2, Number 7 Nonverbal Negotiation, Part I

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Negotiating Tactics of the Week

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