Guerrilla Negotiating Unconventional Weapons and Tactics to Get What You Want

by Levinson, Jay Conrad; Smith, Mark S. A.; Wilson, Orvel Ray

• ISBN13: 9780471330219
• ISBN10: 0471330213
• Edition: 1st
• Format: Paperback
• Copyright: 1999-04-13
• Publisher: Wiley

Summary

"To gain 1,000 ideas all at once and gain all the advantages, read this brilliant, illuminating book." -Mark Victor Hansen, coauthor, Chicken Soup for the Soul. "The Guerrilla Group has done it again. Sit down at the feet of the masters and learn how to negotiate right. And while you're at it, pray that your competition doesn't read this book." -Guy Kawasaki, author, Rules for Revolutionaries, and CEO, garage.com. "The 'Guerrilla' approach to business and life has become a classic. I've learned from the entire series . . . but this one is the best! 'Negotiating' gives you the specifics for gaining a fair advantage. I love it."-Jim Cathcart, author, The Acorn Principle. GUERRILLA SELLING is a registered trademark of The Guerrilla Group, Inc.

Author Biography

<b>JAY CONRAD LEVINSON</b> is the author of the bestselling Guerrilla Marketing Series. <p> <b>MARK S. A. SMITH</b>, an internationally acclaimed speaker and writer on business, has over 300 articles published and is past president of the Colorado Speakers Association. <p> gt;ORVEL RAY WILSON, CSP</b>, is an internationally acclaimed author and speaker on sales, marketing, and management. Coauthor of Guerrilla Selling: Unconventional Weapons and Tactics for Increasing Your Sales, he is President of The Guerrilla Group, Inc., an international training and consulting firm serving clients large and small.

Table of Contents

Preface	xiii
What Do We Mean by ``Guerrilla''?	xiii
It's Not Fair	xiii
What's a Guerrilla?	xiv
Set High Standards	xiv
Introduction	1	(1)
Want to Level the Playing Field?	1	(1)
Ignorance Is Expensive	2	(1)
Successful Negotiation Means Preparation	2	(1)
Beware of the Outrageous	3	(1)
Know the Future in Advance	3	(1)
Know the Law	4	(1)
Why Negotiate?	5	(20)
25 Reasons to Negotiate and Why Some People Don't	5	(14)
What You Can Give and Get	19	(3)
When You Shouldn't Negotiate	22	(3)
Negotiating Styles	25	(18)
Everyone Knows the Old Tactics	25	(1)
The Negotiation Evolution	25	(1)
The Guerrilla's Approach	26	(2)
Styles of Negotiating	28	(6)
Your Negotiation Success Factors	34	(5)
Negotiating with Generation X, Baby Boomers, and Matures	39	(3)
Negotiating in Other Cultures	42	(1)
Guerrilla Negotiating Weapons	43	(28)
Accessories	43	(1)
Advertising	43	(1)
Appearance	43	(1)
Attire	44	(1)
Authorship	44	(2)
Cash	46	(1)
Cell Phone	46	(1)
Chat Groups	46	(1)
Competing Offer	47	(1)
Contracts	47	(1)
Convenience	47	(1)
Co-op Funds	48	(1)
Costume	48	(1)
Credit Card	48	(1)
Deadlines	48	(1)
Details	48	(1)
E-mail	49	(1)
Emotion	49	(1)
Enthusiasm	49	(1)
Expectation	49	(1)
Fairness	50	(1)
Fax Machine	50	(1)
Food	51	(1)
Furniture	51	(1)
Generosity	51	(1)
Guarantee	52	(1)
Higher Cause	52	(1)
Horoscope	52	(1)
Hospitality	52	(1)
Humor	52	(1)
Laptop Computer	52	(1)
Lawyers	53	(1)
Limousines	53	(1)
Magic Wand	53	(1)
Music	54	(1)
Neutral Territory	54	(1)
News	54	(1)
News Groups	55	(1)
Newspapers	55	(1)
Nondisclosure Agreements	55	(1)
Original Packaging	55	(1)
Pager	55	(1)
Pattern Interrupt	56	(1)
Pay in Advance	56	(1)
Payment Terms	56	(1)
Postdated Checks	56	(1)
Photos	57	(1)
Precedence	57	(1)
Professionalism	57	(1)
Props	57	(1)
Provide an Advocate	57	(1)
Public Opinion	58	(1)
Publicity	58	(1)
Questions	58	(1)
Race	58	(1)
Rebates	58	(1)
References	59	(1)
Rehearsal	59	(1)
Reputation	59	(1)
Rewards	59	(1)
Right of Recision	60	(1)
Scarcity	60	(1)
Service and Maintenance	60	(1)
Service History	60	(1)
Sex	60	(1)
Smoke	60	(1)
Software	61	(1)
Spare Parts	61	(1)
Speakerphone	61	(1)
Spies	61	(1)
Stand Your Ground	62	(1)
Strategic Alliances	62	(1)
Success Stories	62	(1)
Tape Recorder	62	(1)
Testimonials	63	(1)
Third-Party Expert	63	(1)
Time	63	(1)
Tools	63	(1)
Training	63	(1)
Transportation	64	(1)
Unusual Packaging	64	(1)
Using Gifts	64	(1)
Video	65	(1)
Voice Mail	65	(3)
Who's Who	68	(1)
WWW	68	(1)
Your Best Price	69	(1)
Your Influence	69	(2)
Guerrilla Negotiating Tactics	71	(32)
Determine Your Position	71	(1)
How to Win in a Disagreeable Situation	72	(7)
How to Negotiate ``Nonnegotiable'' Items or Terms	79	(2)
Gain an Advantage on Your Own Turf	81	(2)
Neutralize the Disadvantage When You're on Their Turf	83	(2)
Special Considerations for Negotiation by Telephone	85	(3)
Keeping Your Energy High	88	(1)
Maximize the Perceived Value	89	(1)
No Business During Breaks	90	(1)
Hit and Run	90	(1)
Don't Wear a Watch	90	(1)
Don't Sweat the Small Stuff	90	(1)
How to Generate Creativity	91	(1)
Your Problem-Solving Team	92	(1)
21 Ways to Create Clever Solutions	93	(5)
How to Influence Your Prospect	98	(1)
Consistency	98	(1)
Reciprocation	99	(1)
Social Proof	100	(1)
Authority	100	(1)
Liking	101	(1)
Scarcity	102	(1)
Guerrilla Negotiating Power Words	103	(30)
Beware of How You Use These Linguistic Techniques	103	(1)
Generalities: What's True for Most People	104	(1)
Build Their Value	105	(1)
Selective Perception and Selective Recall	106	(1)
Qualifiers	107	(1)
Amplifiers	108	(1)
Softeners	108	(2)
Minimizers	110	(1)
Awareness Directors	110	(2)
Authority Builders	112	(2)
Trance Words and Phrases	114	(3)
Imagination Triggers	117	(1)
Options Generators	118	(2)
Embedded Commands	120	(2)
Temporal Controllers	122	(2)
Trigger Phrases	124	(1)
Emotive Directors	124	(1)
Responsibility Redirectors	125	(1)
Claiming to Know	126	(2)
Ingratiators	128	(1)
Presuppositions	128	(2)
Comparatives	130	(1)
Unspecified Attribution	131	(1)
And Linkages	131	(1)
Credibility Helpers	132	(1)
Guerrilla Strategies That Fortify Your Position	133	(18)
Who's on Their Team?	133	(3)
Avoid Trap Questions	136	(2)
Managing Expectations	138	(1)
Building Credibility	139	(1)
How to Get Insider Information	139	(7)
The Element of Surprise	146	(1)
Guerrilla Tactics to Counter Dirty Tricks	147	(4)
How Guerrillas Win on Price	151	(24)
What They Want You to Believe	151	(1)
Why Price Is an Issue	152	(1)
What They Really Want	152	(1)
``But I Can Get It Cheaper.''	153	(1)
Why You Don't Want Price Buyers	154	(1)
How to Avoid Price-Buyer Dirty Tricks	155	(2)
When You Should Discount	157	(1)
``Mine's Better and It's Cheaper!''	157	(1)
Tactics to Fight Price Negotiations	158	(3)
Combating Price Shopping	161	(1)
What's Their Budget?	162	(3)
22 Reasons Why People Are Willing to Pay More	165	(3)
Why Price Buyers Don't Make Good Negotiators	168	(1)
Speaking of Price...	168	(1)
``Go Ahead, Negotiate with Me on Price!''	169	(1)
Why People Are Afraid of Higher Prices	170	(1)
Why You'll Never Make It Up in Volume	170	(1)
How to Be Comfortable Demanding a Higher Price	170	(2)
What if You Lose the Deal Because of Price?	172	(1)
How to Get Your Counterpart Off the Discount Schedule	172	(3)
Opening Maneuvers	175	(16)
Get Ready	175	(1)
Start the Exchange	176	(11)
100 Ways You Impact Your Counterpart's Opinion of You	187	(2)
Just Ask for It!	189	(2)
How to Find Out What They Want	191	(35)
Why Listening Gives Guerrillas the Competitive Edge	191	(3)
The Physiology of Listening	194	(2)
Understanding Barriers Created by the Listener	196	(5)
Understanding Barriers Created by the Speaker	201	(3)
Creating Rapport	204	(3)
Convincer Strategies	207	(1)
How Your Counterpart Communicates	208	(18)
Controlling the Negotiation	226	(12)
Questions with Limited Power	226	(1)
Power Questions	227	(3)
37 Magic Questions	230	(4)
How to Answer Their Questions	234	(4)
Gaining the High Ground	238	(8)
Forms of Proof	238	(1)
Factors Affecting Recall	239	(4)
10 Ways to Make Your Presentation Irresistible	243	(3)
How to Keep the Deal Together	246	(3)
Have Them Fill Out the Paperwork	246	(1)
Celebratory Lunch or Dinner	246	(1)
Send Them a Thank-You Gift	246	(1)
Send Their Boss a Congratulatory Letter	247	(1)
Send Their Secretary a Congratulatory/ Thank-You Fax	247	(1)
Call Two Days Later to Follow Up	247	(1)
Be Responsive and Responsible	247	(1)
Thank-You Notes	247	(1)
Shadowing the Deal	248	(1)
Postmortem	248	(1)
Appendix	249	(3)
World Wide Web Research Resources	249	(3)
Bibliography	252	(7)
Books	252	(5)
Audiotapes	257	(1)
Video Training Materials	257	(2)
Index	259	(10)
About the Authors	269	(3)
About the Guerrilla Group Inc	272