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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

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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
Negotiation: A Way of Life

  • Dealers are well practiced at negotiating

  • They have developed techniques with customers

  • They use these techniques when making purchases of advertising

Negotiation


Negotiation a way of life1
Negotiation: A Way of Life

  • Dealers are well practiced at negotiating

  • They have developed techniques with customers

  • They use these techniques when making purchases of advertising

Negotiation


Definition
Definition

To come to agreement…

Negotiation


First step
First Step

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”

Negotiation


Second step
Second Step

Determine options

Exercise: 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-down

Negotiation


Principles time and information
Principles: Time and Information

  • 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


Principle neutrality
Principle: Neutrality

  • Maintain the appearance of neutrality

  • Both parties must feel satisfied

  • Calm, friendly, and smile

  • Win-win

Negotiation


Principle decision maker only
Principle: Decision Maker ONLY

  • 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 be prepared to walk
Principle: Be Prepared To Walk

Herb Cohen:

  • “Care”

  • “But not that much.”

  • Shows we are at the bottom

  • Negotiation


    Principle let them win
    Principle: Let Them Win

    • Once our goal is accomplished, leave

    • Always let them feel they won

    Negotiation



    Dealer negotiating tactics
    Dealer Negotiating Tactics

    • Big bait

    • Escalation

    • Crunch (time crunch)

    • Cherry pick

    • Deliver garbage

    • Change the pace

    • Nibble

    • Flinch

    • Good guy/bad guy

    Negotiation


    Exercise case study
    Exercise: Case Study

    Trade Bud’s

    Negotiation


    Exercise case study1
    Exercise: Case Study

    Dealin’ Dave

    Negotiation


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