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Negotiating with Dealers. Ploys, Dirty Tricks, And Sneaky Stuff Auto Dealers Do To Media Reps. John Potter VP/Director RAB Radio Training Academy [email protected]. Negotiation: A Way of Life. Dealers are well practiced at negotiating They have developed techniques with customers - PowerPoint PPT Presentation
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John PotterVP/Director RAB Radio Training Academy
NEGOTIATING WITH DEALERSPloys, Dirty Tricks, And Sneaky Stuff Auto Dealers Do To Media Reps
• Dealers are well practiced at negotiating
• They have developed techniques with customers
• They use these techniques when making purchases of advertising
Negotiation: A Way of Life
Negotiation
• Dealers are well practiced at negotiating
• They have developed techniques with customers
• They use these techniques when making purchases of advertising
Negotiation: A Way of Life
Negotiation
To come to agreement…
Definition
Negotiation
Determine the situation– Selling
“The seller wants to sell more than the buyer wants to buy”
– Negotiating“The buyer wants to buy as
much as the seller wants to sell”
First Step
Negotiation
Determine optionsExercise: Your rate for mornings is $100. The client wants to pay $70. What do you say?
– Give and Take– Quid Pro Quo– Trade! Never give a
concession without getting something in return.
– Get everything on the table before any concessions
– Lock-downNegotiation
Second Step
• Time is power– Creates stress– Causes mistakes in
judgment– Slow down
• Ask questions• Take a break
• Information is power– Dealers share little
information (true information)
– Gather information in advance Negotiation
Principles: Time and Information
• Maintain the appearance of neutrality
• Both parties must feel satisfied
• Calm, friendly, and smile• Win-win
Negotiation
Principle: Neutrality
• Always best to deal with the decision maker
• More important than ever in negotiation
• Hidden decision-makers start at your already low negotiated deal
Negotiation
Principle: Decision Maker ONLY
Herb Cohen: – “Care”– “But not that much.”
• Shows we are at the bottom
Negotiation
Principle: Be Prepared To Walk
• Once our goal is accomplished, leave
• Always let them feel they won
Negotiation
Principle: Let Them Win
Principle: Be Prepared
Negotiation
• Big bait• Escalation• Crunch (time crunch)• Cherry pick• Deliver garbage• Change the pace• Nibble• Flinch• Good guy/bad guy
Negotiation
Dealer Negotiating Tactics
Exercise: Case Study
Trade Bud’s
Negotiation
Exercise: Case Study
Dealin’ Dave
Negotiation
