Jeffrey Gordon has been running a series of posts entitled Five Fundamental Skills for Effective Negotiation in his Software Licensing Handbook Blog. Unlike most litigators like me and Mr. Thrifty, Mr Jeffrey is a negotiator by trade. So his advice is just the type of "on the ground" guidance litigators -- and purchasers of consumer products -- can really use.
Not surprisingly, the first of the Gordon's "Five Fundamental Skills for Effective Negotiation" is Information Gathering.
Before plunging into the HDTV negotiation, I give you the bone marrow of Gordon's advice, the meat of which can be found at the link above.
As the first "information gathering" step, Gordon advises us to play 20 questions with ourselves
to determine the boundaries of []our desire. If [we] do this stage of Information Gathering correctly, [we] will have a deep understanding of []our true need as opposed to []our “wants.”
Or, put another way, [we] will know []our “must have’s” versus []our “like to have’s.”
And, if [we]’re already thinking a few steps ahead, this becomes important . . . in making concessions. [We'll] ‘give up’ []our like-to-have’s in favor of keeping a better outcome for our must-have’s.
I have to tell you that the poet in me loves the phrase -- the boundaries of our desire.
But I digress.
Research
Mr. Thrifty and I divided the purchasing task strictly along gender lines, meaning that he did all the product research, primarily on CNET (which he recommends as the best source of expert advice) with a heavy emphasis on consumer reviews at sites such as Amazon and Pricegrabber (Toshiba vs. Samsung).
I'm not certain I would have had either the heart or the stomach to decide between LCD and Plasma; 720 vs. 1080p; or 60 vs. 120 Hz refresh rate. If you don't have your own live-in tech-guy or gal, find one now. I'm told these things make a genuine difference.
Though online prices will inevitably be better than those found on in-store price tags, visits to your local merchants are necessary to get the look and feel of the product you wish to purchase. And Mr. Thrifty says that you want to be able to return your TV or lodge complaints with the store. So despite his storied thrift, he'll always pay more for the benefit of dealing with a local vendor.
Even though each sales person has his or her own preferences (and degree of candor) when you talk to enough of them, certain themes begin to come through the sales pitches. And you can look them in the eye.
Speaking of sales people -- you'll see that we end up buying from our favorite sales person because we liked him and felt he was being a straight shooter about the pro's and con's of our dream set. Before we began our final negotiations for the purchase, we'd already decided we were going to give him our business. Even if it cost us more money. Because it's never only about money. Ever.
Valuing Your Own Idiosyncratic Preferences
I have to admit that it was almost impossible for me to tell the differences in picture quality among the various options Mr. Thrifty had narrowed our choices down to. Still, I had my own set of preferences and desires, as did Mr. Thrifty. Rational or not, this is your purchase and you can value or devalue anything you like.
We, for instance, have a lot of light coming in the back of our small T.V. room. We needed a non-reflective screen. Period. Mr. Thrifty, for reasons all his own, loved the TVs with the swivel bases. Acknowledging that this particular preference wasn't very "rational" he said he'd be willing to let it go. But hey! He really really liked the swivel. So onto our "must have" list it went. Finally, neither of us cared much about 42 vs. 46 inches. The technology was worth more to us than size -- we preferred the newest technology over the larger TV.
Then Of Course We Asked the Neighbors
This may or may not be an option for you but my regular readers will know that we live next door to a rocket scientist. Actually, an astral orbital engineer. Because neighbor Tony reads spec sheets for recreation, of course we consulted with the neighbors.
Narrowing the Choices
You'd have to ask Mr. Thrifty for the skinny on the specs. At Magnolia in Santa Monica yesterday, the HP guy said "well, this LED LCD screen is better than the non-LED." LED LCD? I thought my head might explode. Unlike me, Mr. Thrifty already knew about the LED/non-LED option and had already chosen one or the other. I still don't know which one we bought.
At last our research was done. It was Toshiba instead of Samsung, a 46 rather than a 42 inch screen, LCD, non-reflective, 1080p with the Hz thing.
Tony hipped us to the $100 cable necessity (another potential bargaining point) and we lucked in to a name for the TV stand in the Sunday Electronics inserts. So we checked its online price, which was $300 less than that being offered by our preferred vendor. We knew we didn't want to buy that furniture online because all of the customer reviews said it always arrived damaged. And although the salesman may well have known that -- he didn't know that we knew that.
Next step: strategic thinking.