Bruce King Fellow of The Institute of Directors and Fellow of The Institute of Sales and Marketing Management

Two words that can save you a fortune...


12 May 2009


They saved my wife over £600 last week alone!

These are also the same two words that I taught both my children from an early age and they both reckon they have saved very many thousands of pounds over the years. They've saved me tens of thousands. The words are…

‘How much?!’ and are accompanied by a ‘flinch’ when spoken.

Here’s how you use it. You ask the salesperson the price, even if it’s on the label, and then -whatever they say, you visibly flinch and say – How Much!? If the salesperson cannot negotiate a lower price than that quoted, you then ask to speak to the manager and say ‘I cannot afford that. What’s your best price’. And you keep repeating that until you get a decent reduction.

My wife and daughters have all been using that technique and almost never fail to get a significant discount, even in large store chains that supposedly don’t give discounts. In my experience – almost everything is negotiable. And be warned - they're often used on you too when you're selling - or at least they should be!

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