Rule 1 - Treat knowledge like any other commodity. Gather it diligently and release it sparingly. The result is an ever increasing stone of knowledge.
Rule 2 - Never underestimate your opponent.
Rule 3 - A buyer must never commit himself to a single source of supply. If this particular buyer had openly maintained an alternative supplier, the seller could never have felt so secure in his negotiations.
Rule 4 - A buyer must always allow himself time to break off negotiations and change course in mid stream. Even where the buyer has no alternative supplier currently available, if he has time, he can find one. And if he uses time to keep the supplier both waiting and uncertain, it can only be to his advantage.
Rule 5 - Never allow a salesman in through the back door. Friendship can be costly.
Rule 6 - If it didn't happen in writing it didn't happen at all. Verbal contracts may be legally binding in theory but they are not necessarily enforceable in fact.
Rule 7 - Never be overcome by false sentiment. Because "selling" is an established profession, sales techniques are an accepted fact of Commercial life. A buyer has both the right and duty to use his own techniques provided that only, that they are both legally and morally acceptable.
Rule 8 - Never agree with or be pressurised by the salesman.
Rule 9 - Persistence pays dividends.
Rule 10- Give away nothing easily, and then only at a price.
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