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The Five Golden Rules of Negotiation by Philippe Korda

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In the Restaurant

Carl RITCHIE: Why do negotiations with buyers so often turn into a dialogue of the deaf?

Margaret PEAKE (leaning toward him): I was going to ask you the same thing.

Carl RITCHIE: Are you saying that it’s the seller who doesn’t listen?

Margaret PEAKE: The seller hears but doesn’t listen.

Carl RITCHIE: How can you say that? Sellers analyze their customer’s needs and their rational and irrational motives; that’s how they are able to formulate a proposal, argue their case, deal with objections.

Margaret PEAKE: You’re quite right. Yet it always seems as if the seller is not really paying close attention. As soon as the buyer asks for better terms on pricing…

Carl RITCHIE (smiling broadly): Not buyers like you, Mrs. Peake!

Margaret ...

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