Negotiating a purchase can often be more critical than negotiating an individual sale. Apart from price, you may need to secure strategic essentials such as component quality and continuity of supply.

Good preparation, clear objectives and an awareness of common pitfalls are all you need. They will remove the need for inspiration or dazzling technique and provide the basis for purposeful, successful negotiation. (See Negotiating a sale, SE 1, for the view from the other side of the table.)

This briefing covers:

• Setting your objectives.
• Understanding the seller.
• Making concessions.
• Getting the right price.

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