# Negotiation Deep Guide
*Adapted from Serhant Closing & Negotiation Guide*

## Three Fundamentals

1. **You're working for the DEAL** — not to "win"
2. **Playing for the other side to win** — when they win, you win
3. **Put interests over ego** — hard on the problem, soft on the person

## Interests vs Positions

Positions are what people SAY they want. Interests are WHY they want it.

**Example:** Buyer says can't go above £485k. Why?
- Can't secure a larger mortgage
- Needs renovation budget factored in
- Hasn't sold yet
- Monthly payment concern

**Vendor says won't go below £500k. Why?**
- Needs the money for next purchase
- Emotional attachment to what they paid
- Not in a rush

**If you know the interests, you may bridge the gap creatively** — timelines, fixtures, completion dates.

## Preparation: Three Numbers

1. **First offer** — opening position (supported by evidence)
2. **Best target** — realistic hope (NEVER share)
3. **Walkaway** — absolute limit (set BEFORE emotions kick in)

## Five Techniques

### 1. "The Pull"
Pull the deal away when it drags and your side wants it more.

### 2. "The Facts"
Pull the comps. Present the evidence. Hard to argue with data.

### 3. "What Do You Want To Do?"
When the deal is fair — put the decision in their hands.

### 4. "The Emotions"
"£10k over budget, spread over 10 years, is £1,000 a year. Is this home worth that?"

### 5. "The Reality"
Sometimes the truth hurts. The best agents tell it.

## Tactical Principles

- **Reciprocity** — offer something, ask something in return
- **No hostile emotions** — agents are shock absorbers
- **Silence** — present your point, then SHUT UP
- **Decoy** — ask for something expendable first, then win what matters
- **Gradual persuasion** — tugboats, not rams
- **Precise numbers** — £298,450 not £300,000

## Comparable Reports

- Start with the building/street — most recent sales first
- Comp realistically — explain outliers
- More recent = better — nothing over 12 months
- Comps should never make a seller feel bad — they're helpful tools