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Book Deal Negotiation

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Submitted By madugulagopi
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1. What was your final outcome?
We closed the deal at $200,000 as an advance for the author.
2. Do you consider your outcome to be win-win? Why?
I consider this to be a win-win for both the parties. As a publisher, my cap is $350,000 and the deal closed at $200,000 which is far less than the amount allotted to me. For the agent also this would be a win situation as $200,000 is a very high amount for a first time author.
3. Briefly describe the strategies you both used? Summarize your discussion in less than 100 words
Both the parties based their discussion on Anchoring. MESO was also used at some point in the negotiation. Here are some of the strategies used by both the parties.
Agent:
1. Started with a figure which is very higher than what was actually deserved by the author.
2. Stressed the fact that author might not be interested to write the book which made the publisher think twice about his price as the publisher was really impressed with the author.
3. Used the author's technical expertise and the proposal as a good leverage to influence the publisher.
Publisher:
1. Counter Anchored the Agents figure with a number which is far lesser than what the agent quoted and then kept on increasing the amount in small amounts during the negotiation.
2. Used the company's reach into the mass media as a leverage to influence the agent's decision.
3. Offered to give the Agent's other authors also a good chance if this deal goes through.
4. Used a bluff that the author will not get a better offer anywhere than what we are

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