Explore your alternatives.
If you've decided that now is the time to save some money, learn how to haggle, and that you'd be willing to think of yourself as a "haggler," the next step is to explore your haggling opportunities. In my previous post, I emphasized that haggling is just a form of negotiation and that it's a serious discipline supported by great research from some of the best org behavior people. The July/August issue of Negotiation reminds its readers that haggling is both an art and a science. Building upon the article, in this post I intend to lay out some of the science.
Let's suppose that your TV is on the edge of breakdown, and you'd like to get a replacement. Before you march into your neighborhood electronics dealer, do the same kind of research you would if you were looking for a new car or a new house. If you're in the market for a new HDTV, you're talking big bucks. So you want to avoid being unduly influenced by your recollection of past experiences and end up paying the full price.
FYI: Research shows that we tend to make decisions such as what we'll pay for an object, based on our memory of previous experiences. Our memory, however is inappropriately influenced by the vividness of a past experience or the ease with which we remember an experience. This is known as the availability heuristic. A heuristic is a technique we've developed over time to resolve problems. People use a variety of types of heuristics. The mortgage banker is again following the technique, after this financial mess, that people shouldn't spend more than 35% of their income for house expenses. The poker player follows the heuristic "never play for an inside straight." Memory is not a trustworthy technique or heuristic for deciding what you'll pay for an object.
The first scientific step is to begin with a thorough evaluation of your BATNA, the best alternative to a negotiated agreement--the "action you'll take if a particular negotiation ends in impasse." BATNA is common negotiation-speak, so if you're going to earn an MBA, find yourself hiring vendors for your firm, or becoming a contracts negotiator, you might as well get familiar with it.
In the case of your HDTV, your BATNA might be a low, no-haggle price from Amazon or NexTag. Just knowing your options and what you'll do if you can't get a good deal will give you bargaining power with your electronics dealer. Your BATNA also helps you calculate what's called your "reservation price"--the highest price you'd be willing to pay for that HDTV.
Let's suppose you'd like a 42" Panasonic HDTV that is selling for about $950, and Amazon is selling the same TV for $865 on a sale that will end the next day. For simplicity sake, let's ignore taxes. Amazon will deliver at no-cost, but it will be eight to ten days before you can get it. The Amazon price is your BATNA. But what's it worth to take the TV home the same day of purchase? You decide you're willing to pay $50 above the Amazon price and not having to worry about shipping it back if you don't like it. Your reservation price, then, is $865 plus $50, or $915.
Some opportunities pop up on the fly. My wife and I love fish, especially Walleye, which at the top store usually costs upwards of $20 a pound. In April I was doing some shopping, noticed that Walleye was selling for $15.99 a pound and that it was stacked high in the display case. I commented to the butcher that it looked like there was a run on Walleye. He agreed and said that he had plenty. I did some instantaneous calculating, decided my BATNA was one pound. My reservation price was $15 a pound. I told him that I was going to buy a pound, but that if he would give me a deal, I'd buy more. I said that I'd buy 10 pounds (wrapped in half pound packages for freezing) and give him $14.85 a pound. (It's a recession and people aren't usually buying expensive meat or fish, even in the best stores.) He got out his pencil, figured something, and said it was a deal. Better a lower price than spoiling fish. Figure it out. I got the best fish a Minnesotan can eat below the sale price, and kept an additional $11.40.
As I walked away to finish my shopping while the butcher wrapped my fish, a woman stopped me and asked, "How'd you do that?" Just smarts, I grinned.