Chapter 25

Finding Out How Much a Buyer Will Pay

In the two previous chapters, I made the point that money isn't the most important thing to consider when you're selling. Now let's look at some techniques to find out the buyer's highest price. When you are selling, the negotiating range of the buyer ranges from the wish price (what they're hoping you'll sell it to them for) all the way up to the walk-away price (the highest price they are willing to pay). How do we uncover the buyer's walk-away price?

Let's look at some techniques that you could use to find out how much a buyer is willing to pay. Let's say that you sell switches to computer manufacturers. Here are some techniques that you could use:

  • Raise their top offer by hypothesizing what ...

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