CRED Successful and Skilful Communications 2025

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FOUNDATIONS

THE WEB

The WEB stands for:

W orst

E xpect

B est

❑ What is the worst deal you would accept? This is also known as your WAP (Walk Away Position), because you would rather walk away from the deal than go any lower. ❑ What sort of deal do you realistically expect? This will be somewhere between the worst and the best. It will usually be based on the current market rate or any experience/history you are aware of. ❑ What would be the best deal for you? Whatever your ideal is, it needs to be backed up with “because” and then a realistic reason. This gives you an idea as to whether your ideal is possible or too far into fantasy. If your first offer cannot be substantiated, you lose credibility and break trust and rapport. Tradeables are also known as concessions or sweeteners. They are the added extras that a party can offer to help oil the wheels of a negotiation. The best kind of negotiation is where you are trading things that are low cost to you but valuable to the other party, and they are trading things that are low cost to them but valuable to you. Both parties gain, leading to a win-win. Tradeables are not the same as features or benefits. A tradeable can be added or not added to a deal, whereas standard features and benefits exist anyway. The test is whether you could remove it effectively from a deal or not. TRADEABLES

EXAMPLES OF TRADEABLES Trust (esp. if they have screwed up)

Time (eg. offering your time, doing something more quickly, waiting for someone, bringing something forward)

Another service or product you/they might offer Contacts (eg. recommendations or introductions to other people you know) Guarantee/insurance/covering a risk

•

• •

•

Skills/knowledge/experience/ expertise

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Information

• • • • • • • • •

Cost

Movement/flexibility After sales support level

• • • • • • • • • • •

Percentage of a task

• •

Carrying out a particular task as a “favour”

Responsibility level (who is responsible for what)

Resources (and/or the use of) Equipment (and/or the use of)

Speed of service

Buying now Consultancy

Use of facilities

• • • •

Performance/target levels Sponsorship/donation

Discount

Key/preferred supplier

Bulk

Training

Bonus for early completion/high quality “Guest star”/”Special guest star”

Moving from one unit to more than one unit

Levels of service/quality

“Freebies”/add -ons

Future business

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• •

Hospitality

Advertising

Affiliation/brand name/partnership

What are your tradeables?

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