Chapter 29

Negotiating Drives

You probably don't think much about what is driving the buyer because you tend to assume that what drives the buyer is the same thing that drives you, which is getting the best deal. Sociologists call this “socio-centrism,” meaning that you tend to feel that the buyer wants what you would want, if you were them. Power Sales Negotiators know that what we would want, if we were them, may have nothing to do with what the buyer really wants.

Poor negotiators get into trouble because they fear that they will be vulnerable to the buyer's tricks if they let the buyer know too much about them. Instead of wanting to find out what is driving the buyer and revealing his or her drives to the buyer, the poor negotiator lets his ...

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