Forums: Discussions for entrepreneurs and small business.

I`m tired of paying the exhorbitant rates of the Yellow Pages.

But, I cannot afford to NOT take and ad out with them because I can get some very good calls out of it.

Every year its the same thing, they give me a price and I say "too expensive"-  then, they "let on" to do some more sums and ALWAYS come back with a price that is about 20 % cheaper. I get this every year now - so I don`t feel as if I am maximising my value. I feel I can push their price even lower.

Now, I will admit, their salesforce is well trained - but this year I intent to get a substantial discount - I want 40 % off the book price...but how do I crack them? How do I get beyond their pre-prepared "let me do some sums for you"?

I need some good negotiation strategies?

Have you tracked how many people found you through the internet?  If that number is increasing and the Yellow Pages ad is becoming less effective, then you have a strong argument.

Personally, I use the internet to find local businesses.  I haven`t opened a Yellow Pages book in years.



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Steve Mann
Internet Videographer
MannMade Digital Video
My Email

One time-honored negotiating technique is to threaten to walk away if your offer is not met. The only real drawback is that you must be willing to make good on this threat! Tell the salesperson you have a marketing budget and that if they cannot meet your offer, you have other places to spend your marketing dollars.

Usually, you rising from your seat to leave will be enough to elicit a deal.

Good luck!



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The only thing is I did this before and it did`nt work...

It was the salesman from the main competitor of the Yellow Pages...

I told him about how great google was for advertising and how on "a per dollar spent" it was much more efficient.

I then told was I was prepared to pay ( 60 % of the book price - full payment in advance) and he said "I cant do it"...and he walked away! - I was shocked. I even had my cheque book out in front of him!!! He must of been very inexperienced - he did`nt even  try to negotiate with me.

I have clients in the Philly area who have shifted online using ByTheZip.com very effectively.  You can see some comments here, I understand they intend to franchise nationally in 2009 and may be a viable, low cost alternative with much better results.

Best of luck...