The six steps to success
1 - Mindset is key
You need the right mindset. The mindset to negotiate discounts at every opportunity. Frame this thought in your mind so that always you are thinking about how you can get money off.
You need to think you are going to get a reduced price on everything you buy from now. The results might surprise you. And, remember, everything you get a discount on is part of your tax-free disposable income that the revenue authorities cannot touch.
2 - If you do not ask, you will not get
Negotiating a discount requires nothing more than asking. However,how you askis key to the results you get. Here are some other words/sentences you might use and say as a matter-of-fact statement:
‘The usual discount, please.’
‘The normal discount, please.’
If they say something like, ‘Are you trade?’ say, ‘Yes – I always trade’, and then make sure you smile.
3 - Use the what, who, and how method.
The what
First of all, look at what you believe to be the profitability of what you are buying – the margins the vendor is making.
If you think they are making a reasonable margin, then you should ask.
However, if you are buying food in a supermarket, I do not think you will get a discount easily. Here the discounts usually are given by way of loyalty cards, etc. Make sure you have all the loyalty cards you need and that you collect the points. The points often are worth more than you think, especially on certain days.
The who
Who should you ask for a discount? You should ask the manager or someone who looks like they have the authority to give a discount.
Go up to them and build rapport. Connect with them as we have talked about previously in the book. Create a little small talk. Then ask very nicely for a discount.
The how
How you do depends on the circ*mstances and you can do this in many ways. There is an element of judgement and intuition in this.
Here are some examples:
‘If I buy this today, will you give me a discount?’ The implication here is that you may not buy it.
‘Do you have the authority to give discounts?’ If they say yes, smile and say, ‘Great! Could I have 15 per cent on this please?’ If they say no, ask who does have the authority.
4 - Voice tonality
Remember to use soft voice tonality.
If you ask tough questions, they are more acceptable if you ask them in a soft voice, lowering the volume, almost quietly so no one else can hear, even if there is no one within earshot.
5 - If they say no to your request, do not give up
You might say, jokingly, ‘I bet you could?’ Watch their reaction to see if they might, and push more. If they say, definitely, no, then you either buy it and move on, or you see if you can get it elsewhere.
Go on? You could, couldn’t you?
I was in the local branch of a well-known chain of stationers and I was buying files and papers that added up to £48.74. I asked if I could have the ‘usual discount’ as I do and the manager said ‘We only give discounts to students.’
‘That’s OK,’ I said, ‘because I am a mature student.’ He said, ‘You will have to show me your student discount card.’ I replied that I didn’t have one, going on to say, ‘However, I study the highest achievers in the world and because I believe in life-long learning and practise it, that makes me a mature student.’
He told me that didn’t count and he’d have to see the evidence. I replied that I could get a ‘mature student discount card’ printed in an hour.
We were having a great laugh by this time and he then said, ‘OK give me a break, you can have your discount’ and pressed the discount button on the till.
I walked up the road, went into a digital printing shop and asked to have 1000 mature student discount cards printed.
6 - Always remember
•Get into the negotiator’s mindset– always think about asking for a discount. Always expect to get a discount. If you cannot get a discount, ask for extras.
•Practise how you ask– the way you ask, gently or firmly, will be crucial to your success rate. People like giving things to people they like.
•Always have other options– if they think you might buy it elsewhere, then they know that to get the sale, probably they have to come down to their walk away price.
•Do not take a no as rejection– it is just a discount that you have not got this time. Get over it, move on and ask for a discount on the next thing you buy.
•Talk to other people who like getting discounts– ask them what they do, how they do it, what they have obtained.
