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Hello. My name is Barry Payne on behalf of Expert Village. In this unit we're going to
look at how successful people make a case to support what they're asking for. If you
put forward an argument with a demand, whether you're selling or buying, you need to give
reasons as to why it is you're asking for it and to make it legitimate. Now in the sixteen
languages in which this material is being translated including Japanese, Chinese and
German, all of those languages have terms such as these - the argument hung in the balance,
it tipped in our favor, the weight of the argument was with them implying that an argument
is like balance scales. Let's have a look at that on the chart. Now there's the balance
scales. Now as you see, I've built up a powerful case over there for all those reasons I've
put inside the scale outweigh the one on the other side that's only got three of four reasons.
Now my question to you is - Who negotiates that way, the skilled or the average? Well,
you know a lot of people get confused about this because they say you know if we have
a lot of reasons that makes it a powerful case. Well, I'm afraid we've found that that's
not right. Actually, think about it. The more reasons you give them, the more material you're
giving them to attack. Now let's just look at those reasons on the chart and see how
they're spread out and spread them out. In that list, there's some big ones, there's
some little ones, in that chain of reasons which one is the other side going to attack?
That's right. The weakest link in the chain and psychologically in one of our little reasons
that's destroyed our case seems to crumble. Forget business. Forget commercial activities.
Who are the best negotiators in the world? Can you think? The men are saying it's women
and the women are saying it's difficult for men. When it's neither. It's children. Little
children. They don't even give you one reason. They say "I want to go out and play. I want
to go out to play". They're very powerful and dad says ?Okay, go on, go out and play
then". Okay, then we send them to school and the debilitating effects of the education
system messes up those beautiful minds. They start to become little sophisticates. Dad
says "Now sit down and have your tea". "Oh, I want to go and see my friend because he's
got some postage stamps and I want to swap them. I want to be there before anybody else
so I said I'll be there by five o'clock". Dad says "Well there's the phone. Pick it
up and say you'll be there a half past five. Sit down and have your tea". Parents start
to win again. So it's far better to select one or two powerful reasons and advance the
most powerful one first and stick to it. It doesn't matter how many times you repeat it
it's still just one reason. That is very difficult to handle.