# Vendor Communication Scripts
*Sources: Tom Panos, Serhant Closing & Negotiation Guide*

## The Good News Sandwich

When delivering difficult news (price reduction, low offer, fall-through):
1. **Open with good news** — market context, portal stats, positive feedback theme
2. **Deliver the bad news** — facts only, no sugar-coating, but with empathy
3. **Close with good news** — your action plan, what you're doing next, pipeline of interest

**Example (offer fell through):**
> "Good news — we've had strong viewing interest this week with 4 bookings confirmed for the weekend. Unfortunately, the buyer who made the offer has had to withdraw due to their own sale falling through. The positive is that I've already been in touch with two other interested parties, and I'm expecting a viewing from a cash buyer on Saturday."

## Price Reduction Conversations

**Evidence-first approach:**
1. Share portal viewing stats compared to similar properties
2. Show recent comparable sales data
3. Present feedback themes from viewers
4. Recommend a specific new price with reasoning

**When the property is overpriced:**
> "Currently, you're not in the market — you're sitting on top of the market. I'd recommend a price realignment of [X]% because I'd rather be in a position to reject 5 offers than get no offers."

**Using the buyer's perspective:**
> "For a moment, take off your vendor's hat and put on a buyer's hat. You know the results of properties sold nearby. If you were buying your own house back today, would you pay a higher price than this?"

**When the vendor is upgrading:**
> "Yes, I know we're £[X]k lower than what we hoped. But the home you're about to buy, you're getting for £[Y]k less than expected. So you're actually better off upgrading in this market."

**Never say:** "It's too expensive" — puts the vendor on the defensive.
**Instead say:** "The most common feedback from prospective buyers is that the property is priced higher than similar ones they've seen. The market is telling us..."

## Negotiation Scripts

**When an offer is below expectations:**
> "Based on current market conditions, I have £[X] of your money in my hands right now. Are we going to risk losing this £[X] for the possibility of getting another £[Y]k?"

**The "What if" technique:**
> "What if the buyer came up to £[X]? What would you do then?"
> "What if we don't receive another offer for 4 weeks? How would that affect your plans?"

**Interests over positions:**
- Don't negotiate on price alone — understand WHY the buyer/seller wants that number
- Find creative solutions: flexible completion dates, fixtures included, chain timing

**When someone is wrong and you need to tell them nicely:**
> "If I agree with you, that would make us both wrong."

## Weekly Update Best Practices

- **Always send an update, even with no news.** Silence is worse than bad news.
- **Lead with numbers** — viewings, portal stats, enquiries
- **Theme the feedback** — don't attribute to named buyers without consent
- **End with YOUR recommendation** — don't leave the vendor to interpret the data

## Fall-Through Communication

1. Call immediately (don't text this news)
2. Explain the facts calmly
3. Reassure with your action plan
4. Follow up in writing within 2 hours
5. Re-market within 24 hours if appropriate