Book Review: "NO" by Jim Camp
Jim Camp, a former pilot, does a great job of describing what happens in the negotiation process; and where we fail miserably. There are many things conceptually that cannot be covered in this short essay, yet he uses excellent examples, three-minute checklists at the end of each chapter, and “test drives” to illustrate the practice of getting to “NO.”
Chapter 1 “Stop the roller coaster, I want to get off” changes the rules of the game: # 1 Need: “Need is death; desire is life” (p32). As I read this chapter, all the mistakes I had made in a negotiation appeared before my eyes. Many times, in my enthusiasm, I showed my cards even before they asked me to see them! Offering discounts and giving away the store out of fear is important. The biggest lesson I learned: operating from force instead of fear changes everything. I no longer fear rejection and the word no. It’s exhausting chasing prospects after you’ve done the demo, prepared the proposal, etc; Just tell me it doesn’t fit well!
Chapter 2 “So you want results: focus on what you can control yourself”: Jim tells us that quotas don’t work and are a waste of time; that it is better to focus on “paid vs. unpaid” activities and behaviors. Number one deals only with decision makers; even if they say no.
Chapter 3 “If you want the advantage, take” no “for an answer.” This is an exciting chapter and I think the crux of the book. The author had an epiphany in Hong Kong while trying to negotiate with Hong Kong distributors. They didn’t have any of that (you definitely have to read the book). It was then that he went to the dictionary and looked up the definition of negotiation: a negotiation is the effort to achieve an agreement between two or more parties, where all parties have the right to veto: GO TO NO. As a software / hardware reseller, I receive considerable discounts and gifts from the company to the customer. And yet I still hear maybe and it’s great, but we’re not ready yet; we are interested, but can we contact you, etc.? It is okay to listen and say no: “No” helps you overcome emotional problems … We want a decision-based negotiation, not a waste of time based on emotions “(P73).
Chapter 4 “The greatest negotiation secret of all time”: the author discusses having a mission and purpose and how to build one: “in any negotiation, your mission and purpose must be rooted in the work of the other party” (p94) .
I hope people read this book; It is simple and valuable in personal and commercial activities.
