Introduction

If you are reading this book the chances are that you are in business. Everyone in business invariably both buys and sells. Most business owners, managers and partners buy and sell in different ways every week, sometimes every day. This book is for you, to help you get the best out of every deal, whether it's a one-off deal or a long-term relationship. It is also for the professional salesman or buyer.

Each of these keys for better negotiation has been specifically written so that it has application for selling and buying. Apply the principles in this book and you should quite easily see an improvement in your net profit of at least 10 per cent. No, I'm not exaggerating, so please don't switch off! Just one idea alone has saved me £50,000 on the cost of biscuits, and more recently £10,000 on the purchase of our family boat.

One friend of mine read this material and went out to buy a new double bed. He came back delighted, having saved £35 for himself and his wife. In fact, in 20 years of teaching this material, no one I know has ever lost money as a result of its application. But hundreds of people that I have heard from have taken one or more of these keys and achieved better deals time and time again.

Very few business people negotiate effectively, and the rewards for those who do are great. Follow these principles and above-average performance will follow. A 10 per cent improvement is well within your grasp, so read on!

One trend today in modern business practice is based around partnerships between suppliers and customers. To enjoy a long-term relationship, both buyer and seller must reach mutual agreement about the business being transacted - not just price but a whole range of terms, conditions and other related ingredients. To do that, they negotiate. The skill of the negotiators will determine whether that relationship succeeds or fails. The greater your skill, the greater the advantage you can expect.

Many of you reading this book will have ideas or examples of your own. I would love to hear from you. Why not write to me at Kogan Page - maybe I can use your anecdote in the next revision!