extract continued...

List the issues

The next stage is to draw out, in neutral terms, the points that need to be discussed. While making the list, do not discuss any of the topics. Begin by asking the buyer what issues he has. The buyer may start by saying you need to negotiate a price and immediately offer an amount. It would be tempting to react and start a discussion about what the price should be but discussing price at this stage is a mistake. Trying to deal with price, usually one of the most difficult issues, before other peripheral subjects have been agreed would be like negotiating the price of a car before agreeing its specification and how many accessories are included.

Another problem with starting to negotiate before you have established what all the issues are and agreeing an agenda is that you have given control of the meeting to the buyer. He can now introduce obstacles in any order and flit confusingly from subject to subject. Confusion during the negotiation makes it difficult to marshal your arguments and gives the buyer an advantage.

Instead of reacting, simply agree that the price needs discussing and add it to the list of issues. Remain calm but don't forget to make a mental note of the amount offered, remembering it may be useful later.

Remain neutral while you list the negotiating points and add any topics that you have, again, in mutually positive terms. If the buyer is aggressive or raises something that surprises you, do not react. Listen carefully to what the buyer is saying and stay cool.

When you believe the list is complete make sure by asking the buying side if there are any other points that need to be added. The assorted collection of negotiating points now needs to be turned into an agenda.