The What If Tactic

This tactic is often used by buyers. The buyer will ask a series of "what if" questions. What if we doubled the order? What if we cut the order in half? What if we made it a three year contract? What if we took this part out? What if we added in this element?

Sometimes, the buyer really is interested in these options. However, it can also be a tactic. For the buyer, it can be a very good way to get an in depth insight into the seller's pricing structure, since the seller must develop new prices for each "what if."

If you are selling you need to be very careful as to how you answer the "what if" probes. You must make sure that all of your answers are internally consistent and that they do not reveal price structure information that you do not wish to share with the buyer.