Introduction 1 Part I THE GREAT GAME OF PROCUREMENT 15 Chapter 1 Tough Selling--The New Normal 17 Company-Supported Sales Traps to Avoid 20 Encouraging Desperation Pricing 20 Succumbing to the "White Horse Syndrome" 21 There Is Hope if You Play the Game Right 24 Chapter 2 The Tells of the Game 27 Recognizing "Tells" 28 Evaluating Procurement''s Position 31 Dealing with Procurement Styles 33 Chapter 3 Stacking the Deck in Your Favor 37 Understanding Your Customer''s Game 39 Finding Your Hidden Power 41 Limiting Exposure of Senior Executives 42 Firing the Customer 44 Avoiding the Endowment Effect 46 Customer Games 49 Chapter 4 Getting the Tactics Right the First Time 51 Qualify, Qualify, Qualify 52 Understand Your Foundation of Value 56 Develop Give-Get Options 59 Try Give-Get Bluffs 63 Provide Value-Added Services 64 Use the Concepts of Scarcity and Availability 65 Provide Choices 66 Map the Buying Center 67 Where Appropriate, Build Trust 70 Use the Policy Ploy 72 Delay, Delay, Delay 73 Redefine Risk 75 Dealing with Reverse Auctions 78 Do Your Homework 81 Part II EIGHT KNOCK-''EM-DEAD SCENARIOS FOR WINNING THE GAME 83 Chapter 5 Negotiating with Price Buyers 89 Price Buyers 90 Scenario 1: The Penny Pincher 93 Considerations for How to Price the Deal and the Negotiation for Penny Pinchers 94 Planning the Negotiation for Penny Pinchers 94 Scenario 2: The Scout 99 Assessing the Price Buyer Position and Tactics for Scouts 101 Considerations for How to Price the Deal and the Negotiation for Scouts 101 Planning the Scout Negotiation 101 Chapter 6 Negotiating with Relationship Buyers 105 Relationship Buyers 106 Scenario 3: In the Pack 108 Assessing the Buyer Position and Tactics if You Are in the Pack 109 Considerations for How to Price the Deal and the Negotiation if You Are in the Pack 110 Planning the "in the Pack" Negotiation 110 Scenario 4: The Patient Outsider 112 Assessing the Buyer Position and Tactics for the Patient Outsider 115 Considerations for How to Price the Deal and the Negotiation 116 Planning the Patient Outsider Negotiation 116 Chapter 7 Negotiating with Value Buyers 119 Value Buyers 120 Scenario 5: The Player 122 Assessing the Buyer Position and Tactics of the Value Buyer 123 Considerations for How Price Plays in the Deal and the Negotiation 123 Planning the Player Negotiation 124 Scenario 6: The Crafty Outsider 126 Planning the Crafty Outsider Negotiation 128 Chapter 8 Negotiating with Poker Players 131 Poker Players 132 Scenario 7: The Advantaged Player 135 Assessing Buyer Position and Tactics for the Advantaged Player 138 Considerations for How Price Plays in the Deal and the Negotiation for the Advantaged Player 138 Planning the Advantaged Player Negotiation 138 Scenario 8: The Rabbit 141 Assessing the Buyer Position and Tactics for Rabbits 141 Considerations for How Price Plays in the Deal and the Negotiation 142 Planning the Rabbit Negotiation 142 Advanced Gamesmanship 143 Part III IT''S A NEGOTIATION, NOT A SURRENDER 147 Chapter 9 Beware the Signs of a Losing Game 149 Don''t Kid Yourself 150 Get a Devil''s Advocate 153 Beware Red Flags 154 Customers Have No Experience with You or Your Firm 154 Procurement Runs the Process Tightly 155 The Process Is Controlled at the Manager Level 155 Buyer Has a Well-Established Incumbent 156 Sales Is Unable to Get to the Decision Maker 157 Buyer''s Focus Is Only on Price and Says That All Products Are Commodities 158 Chapter 10 The Realities of the Game 161 Sometimes You Have to Discount 161 Remember a Simple Checklist 164 Develop Your Playbook 165 Don''t Be a Victim 166 Get Some Backbone 167 Index 175.