Page 92 - TX_Marketing 2_M1_v2

these terms also have specific, monetary meanings when applied to our current

transaction.

Quick Tip
Notice that none of the words we would consider carry a negative

connotation. For example, "agreement" might be more specific

than "mutual" but both carry positive connotations of compromise,
cooperation, and shared success.

Consider a different situation. You are trying to convince a neighborhood association
to allow you to cut down a very old oak tree because you think its root system is

responsible for the damage to your foundation and you believe that it will cause

further damage. Your deed states that no trees in your subdivision 50 years old or
older may be cut down without a 2/3 vote from the neighborhood association.

While you would probably want to explain the essence of the problem with your
foundation, you probably would not want to choose words that highlight the

monetary implications of the situation. This is because a neighborhood association

that monitors that kind of deed restriction is probably more concerned about habitat,
tradition, aesthetics, and the environment than money. Consequently, choosing

language that highlights the monetary issues of the problem will probably make you
come across as greedy and exploitative, even though the individual terms may carry

positive connotations. For example, consider the term "lucrative" from our previous

example. Would it be persuasive in this case to say, "I think cutting down that 100-
year-old tree would prove quite lucrative?"

Given this, how could you select words to better package the idea: "I want to cut
down that very old tree so that it doesn't cause thousands of dollars’ worth of

TX Marketing II: Negotiation Techniques 91