CHAPTER 3

Gathering Information

What is the real secret of negotiating success? Tactics, bluff, strategies? Those all have their place, but the real secret to winning is information. The more information you have, the less you need tactics and strategies. In fact, if you have enough of the right kind of information, you don’t need tactics and strategies at all.

Go back to our software example in the previous section and take a look at Figure 1.1, page 4. Imagine that you are the salesperson in this case. You’ve told the buyer that 11 licenses would cost $500 each. But before the buyer even has a chance to respond, you take a quick look at the screen on your “magic mind reading” laptop which is flashing you the following message, “this buyer only ...

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