Secrets of Power Negotiating  Book Summary - Secrets of Power Negotiating  Book explained in key points
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Secrets of Power Negotiating summary

Roger Dawson

Inside Secrets from a Master Negotiator

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31 mins
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    Secrets of Power Negotiating
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    To establish a favorable negotiating range, ask for more than you expect to receive. 

    Imagine you want to buy a new car. The salesperson’s asking price is $18,000, and your goal is to get him down to $15,000 – a difference of $3,000. To start the negotiation, you have to put in an initial offer. What should you do? 

    The answer is one of the most crucial beginning gambits of power negotiating: you should ask for a better deal than you expect to receive. By doing this, you can avoid one of the most common mistakes novice negotiators make: giving up too much ground too early.  

    If you come right out at the beginning and offer $15,000 for the car, you’re going to end up giving away most of that $3,000 difference between your price and the salesperson’s price before the negotiation has even really begun. After all, unless it’s his first day on the job, he’s going to push back against whatever number you throw out – and even if things go well, you’ll probably end up somewhere halfway between your respective starting positions. 

    The distance between those two positions establishes your negotiating range – the space between which you and the salesperson will try to reach a compromise. The lower your initial offer, the wider the range. If you make your initial offer low enough, the range will be so wide that your target price will end up being right in the middle. And in that case, if you and your counterpart meet each other halfway, you’ll get exactly what you want! 

    That’s what’s called bracketing: making an initial offer that turns your target price into the midpoint of the negotiating range. 

    To return to our example, if the salesperson’s asking price is $18,000 and your target price is $15,000, you’d bracket your target price by making an initial offer of $12,000 – $3,000 lower than your target price, just as the asking price is $3,000 higher.  

    If you’re on the other side of the negotiating table, you’d follow the same principles, only in reverse. For example, let’s say you’re a widget salesperson. Your potential buyer offers to pay you $1.50 per widget. You’re hoping for $1.75. What’s your initial counteroffer? That’s right: $2.00 – bracketing your target price by putting $0.25 of negotiating space on either side of it. 

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    What is Secrets of Power Negotiating about?

    Secrets of Power Negotiating (1987) reveals the tricks of the master negotiator’s trade. Based on time-tested principles that are aimed at finding win-win solutions for both parties of any given negotiation, it teaches the tactics and strategies for effectively negotiating deals in a wide range of industries and situations. Whether you’re buying a product, selling a service or just trying to reach an agreement with your partner, you’ll be able to use power negotiator Roger Dawson’s secrets to negotiate with confidence and success. 

    Who should read Secrets of Power Negotiating ?

    • Novice negotiators wanting to enhance their skills
    • Experienced negotiators looking for some new tricks 
    • Anyone who wishes to become more comfortable with negotiating

    About the Author

    Roger Dawson has been a full-time author and speaker on the topics of negotiation, persuasion, decision-making and problem-solving since 1982. Before this, he had a successful career as a power negotiator in the real estate industry. He’s taught his secrets to success to hundreds of thousands of people through audio programs, seminars and lectures. His other books include Secrets of Power Problem Solving (2010), Secrets of Power Salary Negotiating (2006) and Secrets of Power Persuasion (1992). In 1991, he was inducted into the Speaker Hall of Fame. 

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