# Negotiation Deep Guide
*Adapted from Serhant Closing & Negotiation Guide + Team Agent Training Guide*

## Three Fundamentals

1. **You're working for the DEAL** — not to "win." Negotiate to close, not to beat the other side.
2. **Playing for the other side to win** — when the other side wins, you win. Find mutually beneficial outcomes.
3. **Put interests over ego** — be hard on the problem, soft on the person.

## Interests vs Positions

The single most important negotiation concept. Positions are what people SAY they want. Interests are WHY they want it.

**Example:** Buyer says they can't go above £485k (position). Why?
- Can't secure a larger mortgage
- Needs to factor in renovation budget
- Hasn't sold their current home yet

**Vendor says they won't come below £500k (position). Why?**
- Needs the money for their next purchase
- Emotional attachment to what they paid/spent
- Not in a rush

**If you know the interests, you may bridge the gap creatively** — adjusting timelines, including/excluding fixtures, flexible completion dates.

## Preparation: Three Numbers

Before every negotiation, know:
1. **First offer** — opening position (supported by evidence)
2. **Best target** — what you realistically hope to achieve (NEVER share)
3. **Walkaway price** — absolute limit (set BEFORE emotions kick in)

## Five Negotiation Techniques

### 1. "The Pull"
When a negotiation drags — pull the deal away. RISKY but effective.
> "Thank you for working with us. Unfortunately, it's just not going to work. Good luck!"

### 2. "The Facts"
Purely analytical. Pull the comps, present the evidence.
> "These are the facts. Here are the comparable sales. This is our justification."

### 3. "The 'What Do You Want To Do?'"
When the deal is fair — put the decision in their hands.
> "What do you want to do?"

### 4. "The Emotions"
When SO close but also SO close to losing it.
> "£10k over your budget, spread over 10 years, is only £1,000 a year. Is this home worth that?"

### 5. "The Reality"
The hardest technique. Sometimes the truth hurts.
> "This is what it is. This is where we are. This is what the market is saying."

## Tactical Principles

- **Reciprocity** — offer a benefit at stalemate, then ask for something in return
- **No hostile emotions** — agents are shock absorbers. Don't pass emotions to clients
- **Let silence do the heavy lifting** — present your point, then SHUT UP. The person who speaks first loses
- **Decoy** — ask for something you don't need first. When refused, concede it — then win on what matters
- **Gradual persuasion** — tugboats pushing oil tankers, not rams
- **Precise numbers** — counter at £298,450, not £300,000. Precision gives credibility

## Comparable Reports

- Start with the building/street — most recent sales are most important
- The market is fluid — 3-month-old comps may no longer apply
- Comp REALISTICALLY — don't show outliers without explaining why
- Comps should never make a seller feel BAD — they're helpful tools
- More recent = better — don't include sales over 12 months old