Secrets of Power Negotiating by Roger Dawson – Book Summary

Roger Dawson’s Secrets of Power Negotiating is a must-read for anyone looking to sharpen their negotiation skills. First published in 1987, this book breaks down the strategies top negotiators use to secure favorable deals in business and personal interactions. Dawson’s real-world experience makes this guide practical and actionable.

Who May Benefit from the Book

This book is ideal for:

• Business professionals who negotiate deals, contracts, or salaries.
• Salespeople looking to close more deals effectively.
• Entrepreneurs managing partnerships and vendor agreements.
• Job seekers aiming to negotiate better offers.
• Anyone who wants to improve their persuasion and bargaining skills.

Top 3 Key Insights

1. Aim higher than your target to create a favorable negotiation range.
2. Never accept the first offer—it’s usually not the best deal.
3. Use the “vise technique” (“You’ll have to do better than that”) to push for better terms.

4 More Lessons and Takeaways

4. Flinch at offers—show surprise to make the other side reconsider.
5. Bracket your target price—start extreme and adjust strategically.
6. Trade concessions—never give something without getting something in return.
7. Use the “nibble” tactic—ask for small extras at the deal’s end.

The Book in 1 Sentence

Master negotiation by setting high anchors, trading concessions, and closing with win-win tactics.

The Book Summary in 1 Minute

Negotiation success comes from smart strategies: start high, react visibly to offers, and never accept the first deal. Use the vise technique (“Do better than that”) and trade concessions. In the middle phase, reduce concessions gradually. At the end, ask for small extras (nibble) or withdraw an offer to force better terms. Always leave the other side feeling like they won.

The Book Summary in 7 Minutes

1. The Power of Beginning Gambits

Every negotiation starts with positioning. Roger Dawson emphasizes that your first move sets the tone for the entire discussion.

1.1 Aim Higher Than Your Target

• If you want $15,000 for a car, start by asking for $18,000.
• This creates room for concessions while keeping your real goal in reach.
• Studies show that the first number mentioned heavily influences the final deal.

1.2 The Flinch Technique

• When you hear an offer, react with visible surprise (a sharp inhale, widened eyes).
• Even if it doesn’t lower the price, it makes the other side reconsider their stance.
• Example: A seller says, “This boat is $10,000.” You gasp—suddenly, they say, “Well, maybe $9,500.”

1.3 The Reluctant Buyer/Seller Tactic

• If selling, act hesitant (“I’m not sure I want to part with this…”).
• If buying, seem indifferent (“I have other options…”).
• This psychological play makes the other side more willing to compromise.

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2. Middle-Phase Strategies: Controlling the Negotiation

Once the discussion is underway, smart negotiators steer it in their favor without appearing aggressive.

2.1 The Vise Technique

• When given an offer, simply say:
  “You’ll have to do better than that.”
• This forces the other side to improve their offer without you making a counter.
• If they ask, “How much better?” reply: “Just do your best.”

2.2 Bracketing Your Target

• If you want $170,000 for a house:
• Seller asks $200,000 → You counter at $140,000.
• They drop to $190,000 → You raise to $150,000.
• The midpoint? $170,000—exactly what you wanted.

2.3 The Trade-Off Gambit

• Never give a concession without getting one in return.
• Example: A buyer asks for free shipping. You reply:
  “If I do that, can you increase the order size?”
• This keeps the deal balanced and prevents one-sided demands.

2.4 The Higher Authority Play

• Avoid direct pressure by saying:
  “I need to check with my manager/partner.”
• This gives you time to think and makes rejections seem less personal.

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3. Closing the Deal Like a Pro

The final stage is where many negotiators lose ground—or secure their biggest wins.

3.1 The Nibble Technique

• Just before signing, ask for one small extra:
  “Can you throw in free installation?”
• Since the deal is almost done, the other side often agrees to avoid restarting talks.

3.2 The Withdrawal Gambit

• If the other side pushes too hard, pull your offer.
• Example:
• Buyer: “Lower the price by $1 more.”
• You: “Sorry, now the original deal is off. New price: $1 higher.”
• This shocks them into accepting your last reasonable offer.

3.3 The “Goodwill Close”

• Give a small, symbolic concession at the end.
• “I’ll include a free warranty to show goodwill.”
• Makes the other side feel they “won,” ensuring future cooperation.

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4. Handling Tough Negotiators

Some opponents will play hardball. Here’s how to respond.

4.1 Dealing with Stubbornness

• If they refuse to budge:
• Change the environment (move to a café, take a break).
• Bring in a mediator (a neutral third party can break deadlocks).

4.2 The Walkaway Power

• If the deal turns unfair, be ready to leave.
• Example:
• “I appreciate your time, but this isn’t working for me.”
• Often, they’ll call you back with a better offer.

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5. Psychological Tactics for Better Outcomes

5.1 The Power of Silence

• After making an offer, stay quiet.
• The other side will often fill the silence with concessions.

5.2 Labeling Concessions

• When you compromise, say:
  “This is a big concession for me.”
• Makes the other side feel obligated to reciprocate.

5.3 Avoiding Round Numbers

• Instead of $100, say $97.
• Precise numbers seem more researched and firm.

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Final Thought: Win-Win Mindset

The best negotiators don’t crush opponents—they create deals where both sides feel satisfied. Dawson’s strategies ensure you get what you want while keeping relationships strong.

By mastering these gambits, you’ll control negotiations instead of being controlled by them.

About the Author

Roger Dawson is a negotiation expert and former real estate negotiator. Since 1982, he has trained professionals in high-stakes deal-making. Inducted into the Speaker Hall of Fame in 1991, he is a leading authority on persuasion and negotiation.

How to Get the Best of the Book

Apply one tactic at a time in real negotiations. Practice anchoring, flinching, and trading concessions to build confidence.

Conclusion

Secrets of Power Negotiating teaches timeless strategies for better deals. Whether in business or daily life, these tactics ensure you negotiate with confidence and success.