1 / 15

John Potter VP/Director RAB Radio Training Academy jpotter@rab

Negotiating with Dealers. Ploys, Dirty Tricks, And Sneaky Stuff Auto Dealers Do To Media Reps. John Potter VP/Director RAB Radio Training Academy jpotter@rab.com. Negotiation: A Way of Life. Dealers are well practiced at negotiating They have developed techniques with customers

moses
Télécharger la présentation

John Potter VP/Director RAB Radio Training Academy jpotter@rab

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Negotiating with Dealers Ploys, Dirty Tricks, And Sneaky Stuff Auto Dealers Do To Media Reps John Potter VP/Director RAB Radio Training Academy jpotter@rab.com

  2. 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

  3. 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

  4. Definition To come to agreement… Negotiation

  5. 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

  6. 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

  7. 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

  8. Principle: Neutrality • Maintain the appearance of neutrality • Both parties must feel satisfied • Calm, friendly, and smile • Win-win Negotiation

  9. 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

  10. Principle: Be Prepared To Walk Herb Cohen: • “Care” • “But not that much.” • Shows we are at the bottom Negotiation

  11. Principle: Let Them Win • Once our goal is accomplished, leave • Always let them feel they won Negotiation

  12. Principle: Be Prepared Negotiation

  13. Dealer Negotiating Tactics • Big bait • Escalation • Crunch (time crunch) • Cherry pick • Deliver garbage • Change the pace • Nibble • Flinch • Good guy/bad guy Negotiation

  14. Exercise: Case Study Trade Bud’s Negotiation

  15. Exercise: Case Study Dealin’ Dave Negotiation

More Related