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7/31/2019 Sellers Must Play By The Buyer's Rules
http://slidepdf.com/reader/full/sellers-must-play-by-the-buyers-rules 1/7
[mcqc bqc fbju {mejlp baos{ fokcqj asuejl {mb{ nqsp{qb{c)
c~cj bjjou) pbicptcotic* As{ {ot on {mc iep{ ep asuejl qsicp
bjk tqo`cksqcp* As{ {mep nqsp{qb{eoj ep ns{eic) c~cj `osj{cq&
tqoks`{e~c*
Ej {mep |me{ctbtcq |c |eii ioog b{ qsicp bjk tqo`cksqcp nqof
{mc asucq―p tcqptc`{e~c* Ej koejl po) |c |eii pcc |mu pciicqp
pmosik p{ot qcpep{ejl {mc ejc~e{baic bjk icbqj {o tibu au {mc
qsicp*
Nqsp{qb{ck Au [mc Noqfbie{ecp on Asucqp? \mu Pciicqp Fsp{ P{bq{8
Tibuejl Au [mc Qsicp
Qc{bei Tqe`c8 +5*55
’…pciicqp koj―{
sjkcqp{bjk |mu
{mc asucq―pqsicp bqc
jcckck…‖
7/31/2019 Sellers Must Play By The Buyer's Rules
http://slidepdf.com/reader/full/sellers-must-play-by-the-buyers-rules 2/7
T b l c y 1
¥ [mc BPL Lqost 1422
@oftibejejl Baos{ [mc Qsicp?
Pciicqp qclsibqiu `oftibej on asuejl tqo`cksqcp {mb{ qcpsi{ ej foqc
tbtcq|oqg) sj`cq{bej{u bjk `op{* Ejkcck) asucqp {cii sp {mb{ pciicqp
on{cj ~cj{ {mceq nqsp{qb{eoj b{ {mc qcrseqcfcj{p on asuejl
tqo`cpp/qsicp ‐ pofc{mejl {mb{ `bj bfosj{ {o b qck `bqk onncj`c*
[mep mbttcjp jo{ ojiu ac`bspc {mcpc pciicqp koj,{ sjkcqp{bjk |mu
qsicp bqc jc`cppbqu) as{ `bjjo{ cftb{mepc |e{m |mb{ {mc asucq,p fsp{
ko {o lc{ {mc tsq`mbpc bttqo~ck* As{ |mb{ ep {mc toej{ ej pciicqp
lc{{ejl nqsp{qb{ck oq bjjouck |e{m asucqp |mo bqc peftiu koejl {mceq
hoa?
Qsicp Bqc B Nb`{ On Ienc"
Pciicqp pmosikj,{ ncci po mbqk kojc au & {mcu bqc jo{ {mc ojiu ojcp
bnnc`{ck au {mc qsicp bjk tqo`cksqcp {mb{ lo~cqj asuejl ej ibqlc
oqlbjexb{eojp*
B pcjeoq tsaie` pc`{oq asucq tqo~ekcp b |ejko| oj{o b kbu ej {mc ienc
on b asucq aosjk au qsicp* Ic{,p ic{ mcq c}tibej ej mcq o|j |oqkp8
”[mc jsfacq on `biip {o fu onne`c mbp kosaick oq {qetick ej {mc tbp{
21 foj{mp―* ”\c mb~c ej cnnc`{ ac`ofc b tqo`sqcfcj{ mcitiejc"―
”Tcotic nqof qelm{ b`qopp {mc oqlbjepb{eoj qejl st {o bpg ”@bj |c ko
{mep?―) oq ”Mo| ko |c ko {mb{?― |e{m qcptc`{ {o b tsq`mbpc {mcu
fsp{ fbgc*
”[mcu |bj{ {o gjo| |mb{ qsicp bqc ej~oi~ck) |me`m ojcp `bj ac
acj{ bjk |me`m ojcp `bjjo{* [mc ojiu tqoaicf ep {mb{ {mcu on{cj
koj―{ iegc |mb{ E mb~c {o pbu*―
”Pofc qejl st ioogejl noq noqle~cjcpp… {mcu bqc mbin |bu {mqoslm b
asuejl tqo`cpp as{ pgettck b ~e{bi p{ct* [mcu bqc ioogejl noq
bapois{eoj ‐ bj ”…e{ |eii ac og {mep {efc) hsp{ koj―{ ko e{ blbej…― [mc
qcpsi{ ep ojc on kepbttoej{fcj{* ”
’\mu lc{
bjjouck |e{m
asucqp |mo bqc
peftiu koejl
{mceq hoa?‖
7/31/2019 Sellers Must Play By The Buyer's Rules
http://slidepdf.com/reader/full/sellers-must-play-by-the-buyers-rules 3/7
T b l c y 0
¥ [mc BPL Lqost 1422
”Ep {mb{ b jc| qclsib{eoj?― {mc `biicqp |eii bpg* ”Jo― E bjp|cq ”e{ ep jo{
jc|… e{ ep hsp{ {mb{ e{ mbp jo{ accj `ojpep{cj{iu bttieck ej {mc tbp{―*
,Ej qc`cj{ ucbqp osq asklc{ ej`qcbpck bjjsbiiu bjk {mcqc |bp`ojpekcqbaic bs{ojofu o~cq ptcjkejl* Jo|) {mc tcjksisf mbp
p|sjl {mc o{mcq |bu) tcqmbtp {oo nbq* Nqof asuejl {oeic{ tbtcq {o
`ofts{cq pup{cfp uos fsp{ noiio| {mc qsicp"”
,Bii {mep `bj fcbj {mb{ tqo`sqcfcj{ kocp jo{ |ej uos {oo fbju
nqecjkp) as{ {mb{ ep {mc jc| qcbie{ecp on asuejl
-tbq{e`sibqiu ej {mc tsaie` pc`{oq%, pmc `oj`iskck*
Bp {mep c}bftic pmo|p7 {mc qsicp eftb`{ oj asucq bjk pciicq
biegc*
[mc Qsicp Fsp{ Ac Oacuck"
Hsp{ mo| eftoq{bj{ bqc {mc qsicp {o asucqp? \cii) {mc |oqkp
ptogcj au b jc|iu bttoej{ck Sje~cqpe{u Tqcpekcj{ {o mep
Mcbk on Tqo`sqcfcj{ tqo~ekc b `isc8
,***uosq jsfacq ojc hoa ep {o gcct fc os{ on {mc ib|
`osq{p,*
[mc hoa on {mc tqo`sqcfcj{ fbjblcq) bi{moslm jbqqo|iu kcnejck) |bp
`icbq* Le~cj {mb{ ib|ucqp b``osj{ck noq st {o 04# on {mc b{{cjkbj`c
b{ b qc`cj{ asucq puftopesf) {mc Sje~cqpe{u Tqcpekcj{,p `oj`cqj noq
b~oekejl ie{elb{eoj |osik bttcbq {o ac |cii tib`ck*
”[mcqc ep on{cj b xcqo {oicqbj`c bjk xcqo qepg bttqob`m {o asuejl)
|mcqc bkmcqejl {o {mc qsicp ep foqc eftoq{bj{ {mbj pb~ejl fojcu,
c}`ibefck b `cj{qbi abjg asucq |mo mbk hsp{ fo~ck nqof {mc tqe~b{c
pc`{oq* Noq {mopc foqc nbfeiebq |e{m tsaie` asuejl {mep ep
sjkcqp{bjkbaic*
7/31/2019 Sellers Must Play By The Buyer's Rules
http://slidepdf.com/reader/full/sellers-must-play-by-the-buyers-rules 4/7
T b l c y ;
¥ [mc BPL Lqost 1422
Mcqc ep b pbftic on {mc tbtcq|oqg nqof b Sje~cqpe{u tqo`sqcfcj{
{cbf ‐ ej `bpc {mc tqoncppeojbi asucq |bp ej bju kosa{ {mc noqf ptciip
e{ os{ ‐ e{ bpgp noq {mc jbfc bjk jsfacq on {mc ,b``osj{baic, tcqpoj*
”En bttiuejl {mc qsicp ep uosq hoa {mcj {mb{ ep |mb{ uos bqc loejl {o ko)
qelm{?― pbek {mc bs{moq on b noq{m`ofejl acp{ tqb`{e`c asuejl
lsekcaoog* ”Ts{ e{ {mep |bu― mc `oj{ejsck7 ”{mc fbej qepg ep jo{ b psa&
ot{efbi `moe`c) oq {mc |qojl kc`epeoj) e{ ep nbeiejl {o bkmcqc {o {mcqsicp―*
[mc tqo`sqcfcj{ `ojpsi{bj{ bkkck8 ”En {mc |qojl `moe`c ep fbkc) as{
{mc qelm{ qsicp bqc bttieck {mcj bii ep noqle~cj*** Uos `bj tbu 3) 24) oq
23 {efcp foqc noq e{ bjk c~cj fbgc {mc jc|ptbtcq mcbkiejcp) as{ bp
iojl bp uos noiio| {mc qsicp {mcj uos bqc pbn c*”
Qsicp Topc @mbiicjlcp Noq Asucqp [oo"
”[mc qsicp topc `mbiicjlcp noq asucqp {oo― pbek bjo{mcq tqo`sqcfcj{
fbjblcq) bkkejl {mb{ ,{mcqc ep jo rscp{eoj as{ {mcu ej`qcbpc {mc `op{
bjk `oftic}e{u on asuejl* [mep ep tbq{e`sibqiu {mc `bpc ej {mc tsaie`
bqcjb) |mcqc {mc asqkcj on qclsib{eoj ep `bspejl melm ic~cip on
`ojnspeoj) c~cj nqsp{qb{eoj noq fbju asucqp,*
,Ej {mc tsaie` pc`{oq ej tbq{e`sibq) {mcqc bqc bptc`{p on {mc hoa {mb{
mb~c ac`ofc rse{c tbejnsi ej qc`cj{ ucbqp, pbek ojc iojl pcq~ejl tsaie`
tqo`sqcfcj{ fbjblcq* ,Acnoqc ienc |bp cbpu ‐ uos `osik te`g |mo
c~cq uos |bj{ck* Jo| c~cqu{mejl {mb{ uos ko ep ej ncbq on toppeaic
ns{sqc ie{elb{eoj, mc bkkck*
B `ojpsi{bj{ |e{m ojc on Csqotc―p ibqlcp{ tqo`sqcfcj{ `ojpsi{ejl
`oftbjecp |cj{ c~cj nsq{mcq {o pbu7 ,{mc qsicp mb~c {bgcj {mc nsj os{
on asuejl,*
’[mc fbej qepg ep
jo{ b psa&
ot{efbi `moe`c)
as{ jo{
noiio|ejl {mc
qsicp*‖
7/31/2019 Sellers Must Play By The Buyer's Rules
http://slidepdf.com/reader/full/sellers-must-play-by-the-buyers-rules 5/7
T b l c y 3
¥ [mc BPL Lqost 1422
Asucqp Fsp{ Eftopc [mc Qsicp \e{mos{ Nb~osq"
Pbicptcotic fbu p{qsllic {o sjkcqp{bjk {mc asqcbs`qb{e` xcbi on {mc
fokcqj asucq) as{ po {oo ko asucq―p o|j ej{cqjbi `oiicblscp* Ejkcck
bp {mc ptcbgcq b{ b tqo`sqcfcj{ `ojncqcj`c pbek qc`cj{iu
,tqo`sqcfcj{ ep on{cj pccj -ej ibqlc oqlbjexb{eojp% bp {mc bslcq ‐ bp
acejl ejnic}eaic) asqcbs`qb{e` bjk sjnoqle~ejl ej {mc bttie`b{eoj on {mc
qsicp,*
,E{ `bj ac kenne`si{ {o {cii b fbjblcq {mb{ mc oq pmc fsp{ noiio| b pc{ on
qsicp bjk tqo`cksqcp, c}tibejck bjo{mcq tqo`sqcfcj{ fbjblcq*
,Mo|c~cq bp tqo`sqcfcj{ fbjblcq) uos mb~c {o p{bjk uosq lqosjk) ej{mc nb`c on ao{m ej{cqjbi bjk c}{cqjbi tqcppsqcp, mc bkkck*
,C~cj {moslm fbjblcqp fbu mb~c {mceq nb~osqe{cp ej {cqfp on psttiecqp
uos mb~c {o cjpsqc {mb{ {mc tqo`cpp qcfbejp nbeq bjk {qbjptbqcj{* [o
bj ej`sfacj{ psttiecq {mc {mb| ej qcib{eojp ej {mc qsj st {o b aek `bj
`ofc bp b pmo`g* As{ cjkejl `opu qcib{eojpmetp ac{|ccj fbjblcqp
bjk psttiecqp ep {mc hoa on tqo`sqcfcj{* Ej {mc `bpc on iojl p{bjkejl
psttiecq qcib{eojpmetp uos mb~c {o cjpsqc {mb{ b `cq{bej
bfosj{ on tqoncppeojbi kep{bj`c ep fbej{bejck, mc
`oj`iskck*
Aibfejl [mc Asucq Ep Sjnbeq"
Fop{ asucqp ncci {mb{ aibfejl tqo`sqcfcj{ noq mb~ejl {o
noiio| qsicp |bp ,sjnbeq,) c~cj ,nb`eic,* ”\e{m cjoqfosp
tqcppsqc oj tqo`sqcfcj{ {o kcie~cq pb~ejlp bjk `s{ `op{p)asuejl ep `icbqiu sjkcq {mc pto{ielm{* As{ uos `bjjo{ c}tc`{
tqo`sqcfcj{ {o kcie~cq qcpsi{p en {mc qsicp ibek ko|j bqc
jo{ loejl {o ac noiio|ck― pbek ojc tqofejcj{ asucq*
7/31/2019 Sellers Must Play By The Buyer's Rules
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T b l c y >
¥ [mc BPL Lqost 1422
Asuejl Qepgp Qcrseqc Asuejl Qsicp"
Asuejl qsicp bqc {mc bj{eko{c {o asucq qepg* [mc qclsib{eojp {mb{
lo~cqj asuejl ej {mc tsaie` pc`{oq bjk asuejl tqo`cpp ej {mc tqe~b{c
pc`{oq bqc kcpeljck {o fbjblc {mc qepgu aspejcpp on ptcjkejl
pofcaoku cipc,p fojcu*
Pbicptcotic ejc~e{baiu lc{ nqsp{qb{ck au ~b`eiib{ejl asucqp bjk kcibuck
oq p{biick asuejl kc`epeojp* Mo|c~cq) eftb{ecj{ {o `iopc {mc pbic {mcu
`bj cbpeiu nbei {o bttqc`eb{c {mc eftoq{bj`c on asucq qepg* [mb{ ep asucq
qepg oj fbju ic~cip) ej`iskejl8
[mc qepg {mb{ {mc asuejl kc`epeoj |eii jo{ lc{ pbj`{eojck*
[mc qepg bj ej{cqjbi p{bgcmoikcq |eii |e{m&moik psttoq{*
[mc qepg {mb{ {mc tsq`mbpc |eii iopc os{ {o bjo{mcq tqohc`{
`oftc{ejl noq {mc pbfc qcposq`cp*
[mc qepg noq {mc ptojpoq on fbgejl {mc |qojl kc`epeoj*
[mc qepg on `moopejl {mc |qojl ~cjkoq*
,Fop{ tqo`sqcfcj{ fbjblcqp bqc tooq qepg {bgcqp bjk {mcqc ep b
qcbpoj noq {mb{, pbek ojc fbjblcq* ,[mb{ ep ac`bspc uos fbu mb~c
aoslm{ feiieojp on tosjkp |e{m lqcb{ pb~ejlp) `mopcj msjkqckp on
look psttiecqp) as{ e{ ep {mc abk kcbi {mb{ uos bqc loejl {o ac
qcfcfacqck noq, mc bkkck*
Foqc {o {mc toej{ ,asucqp fsp{ b`{ {okbu gjo|ejl {mb{ {mceq b`{eojp
`osik qcpsi{ ej b NOE cjrsequ ej > foj{mp {efc) bj ej{cqjbi bske{) oq b
iclbi b`{eoj, c}tibejck bjo{mcq tqo`sqcfcj{ mcbk* [mcpc bqc {mc
qcbpojp |mu asucqp po xcbiospiu noiio| {mc qsicp*
’Qsicp bqc
kcpeljck {o
fbjblc {mc qepg
on ptcjkejl
fojcu abkiu…‖
7/31/2019 Sellers Must Play By The Buyer's Rules
http://slidepdf.com/reader/full/sellers-must-play-by-the-buyers-rules 7/7
T b l c y <
¥ [mc BPL Lqost 1422
[mc P`ecj`c Acmejk [mep Tbtcq
[mcpc ejpelm{p bjk {ooip bqc abpck oj8
2* Asucq Qcpcbq`m ‐ osq lqosjk&aqcbgejl qcpcbq`m ej{o mo| fokcqj
asuejl kc`epeojp bqc fbkc bjk {mc eftie`b{eojp noq pciicqp*
1* Acp{ Tqb`{e`c Qcpcbq`m ‐ O~cq 2 feiieoj tblcp on acp{ tqb`{e`c pbicp`bpc p{skecp) aoogp bjk qcpcbq`m*
0* @offoj Tqb`{e`c Qcpcbq`m ‐ Osq tccq `oftbqepoj acj`mfbqg on
2)444p on uosq `oftc{e{oqp bjk tccqp*
[mc Pbicp Cjlejcª bjk PciicqJb~
bqc {qbkcfbqgp on [mc BPL Lqost*[mc cj{eqc `oj{cj{p on {mep ko`sfcj{ bqc `otuqelm{ on [mc BPL Lqost bjk `bjjo{ ac
qctqoks`ck ej bju noqfb{ |e{mos{ |qe{{cj tcqfeppeoj*
\bj{ mcit ej {b`giejl uosq pbicp `mbiicjlcp? @oj{b`{
cjrseqecpD{mcBPLlqost*`of
|||*{mcBPLlqost*`of