When you are trying to persuade somebody of a proposal, the cost can be anywhere from actual cost in dollars to time to emotional disturbance. Therefore, very often when you bring up a proposal, the listener will say, “But what does it cost?”
Unfortunately, if the cost comes out before any value is established, the individual will often have a negative disposition. After all, they weren’t asking for this, and they may not hear the value of all the benefits. Therefore, if you can hold off revealing the cost until you first establish value, then psychologically, the cost appears much more favorable.
As an example, when I have run a negotiation seminar, the potential client has no value and the cost becomes prohibitive. If on the other hand, I can demonstrate to the prospect that based on past seminar experience, it is typical to reduce the give-aways by at least 1% – i.e. a company doing $25 million a year, could add $250,000 to the bottom line. Once I was able to persuade the client of the potential value, they never quibbled about the cost of the session.
You will achieve better acceptance of your proposals if you can establish the value before the need to establish the cost.
Learn more negotiation techniques in “Persuasive Communication: Get What You Want Without a Gun!”