79. The Law of Terms
The terms of payment can be more important than the price in a negotiation.
Many products, such as homes and cars, are sold more on the terms of payment and the interest rates than on the actual price or even the product itself. People usually buy the most expensive home they can qualify for. People buy the most expensive car they can afford in terms of monthly payments. Your ability to vary the terms can be the key to success in a negotiation.
For example, I remember the first time I purchased a Mercedes-Benz. The salesman, a real professional, showed it to me and urged me to buy it. I loved the look of the car, but I told him that there was no way that I could afford it. It was too expensive and my income wouldn’t allow ...
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