The Magic If

The Magic 'If'

Did you notice all the emphasised words in italics in the preceding pages? Let me highlight them for you:

• 'I can... if you take...'

• 'We can... if you...'

• 'We will accept... if you will make...'

• 'We will agree... if you agree...'

• 'If you can... we can...'

• 'If you let us... we can...'

• 'If we can agreee... then we can reduce...'

• 'I'll agree... if you will arrange...'

• 'If we can eliminate... we can accept...'

• 'If we can reduce... then we can adjust...'

You spotted the 'magic' word - if. It is in every sentence that forms part of our trading phase. We always use 'if' every time we make a proposal. It makes it clear that movement is expected and puts gentle pressure on that movement.

If tells your counterpart the price of your revised offer, or the price of your movement. If they want something from you, it will cost them, and the 'magic if' makes that very clear.