We’ve discussed before that you can negotiate for almost anything, but in reality it’s often awkward to request a discount on a marked price. I decided to experiment: could I secure a price reduction at a bookstore, where every book carries a printed cover price?
The short version: yes. I negotiated a 40% cut on a new title! Below I’ll explain how I landed that bargain, and how you can apply the same techniques to negotiate your way to substantial savings.
Is Bartering Possible in a Bookstore? A Real-World Example
While browsing a bookstore with friends, I spotted a book I wanted — but I wasn’t keen to pay the $9.95 cover price. Since I’d recently been studying negotiation books, including Getting to Yes by Roger Fisher, William L. Ury and Bruce Patton, I figured it was time to try out some of the tactics I’d learned.
I confirmed that the woman at the counter was indeed the shop owner, as I suspected, and I let my friends keep shopping while I quietly took the book over to her. I mentioned I was considering borrowing a similar copy from the library — which was true — and said I would buy this one if she’d take $6.00 for it, roughly a 40% reduction. She politely refused my proposal.
I returned the book to the shelf and rejoined my friends. Moments later the owner motioned me back to the counter. She had the book there and said she would accept $6.00, “as long as you don’t tell anyone.” Many years have gone by and the shop has since closed, so I feel free to share the story now.
Let’s unpack why this approach succeeded and how you can emulate it when making your own purchases.
Figure Out the Seller’s Cost
Discovering (or estimating) the seller’s cost is part of the broader tactic of collecting information before initiating a negotiation. I already knew that bookstores commonly purchase titles at about half the cover price, so I estimated the owner likely paid around $5.00 for a $9.95 book. That meant she would still earn a bit if she accepted $6.00. The objective isn’t to shortchange the seller — it’s to find a price that benefits both parties.
Estimating wholesale cost is simpler today thanks to many free online resources. If you’re shopping for a new car, for instance, check a site like TrueCar.com and you’ll get more than the misleading invoice price — you’ll gain a realistic sense of what the dealer likely paid. If an MSRP is $27,500 but the dealer’s true cost is closer to $23,500, offering $24,000 is reasonable. You might get a yes, or at least a discount you wouldn’t have achieved without that knowledge. (Like this idea? Click to tweet it!)
Make the Other Person Look Good
Notice I didn’t flaunt my bargaining prowess in front of my friends. I quietly presented my offer and thanked the owner. I left her feeling comfortable about the exchange.
Forget the cinematic notion that it’s admirable to humiliate your counterpart in a negotiation. Instead, help the other person feel positive about the outcome.
For example, if you’re trying to lower a gym membership fee, don’t say, “That’s my final price. Take it or leave it!” Try, “If there’s any way you could make this work for me, I’d be very grateful.” Most people prefer the satisfaction of helping a pleasant customer over feeling they’ve been bullied into conceding.
Negotiate With the Person Who Can Say Yes
The cashier I spoke with was the right contact because she was the owner. At a big chain store, employees usually lack the authority to alter prices, so you’re less likely to find someone who can approve a discount.
Put another way, choosing the right person also means choosing the right type of retailer. In a family-run furniture shop, someone can often make a deal, but if everyone there is an employee without decision-making power, your options are limited.
If the owner isn’t present, ask when they typically are in the store or try to gauge how much discretion employees have. Sometimes a floor manager can approve a reduction for slightly damaged items, for example. Always ask — you might be surprised by the response.
Be Prepared to Walk Away
I set the book back on the shelf and turned away to rejoin my friends, which made it clear I wasn’t going to pay full price.
Yes, walking away can be difficult, but be ready to do it — and have alternatives in mind to make it easier. At a flea market a few months ago, my partner and I liked a $70 chair and offered $35. The vendor declined and we walked away, knowing other chairs existed. A minute later someone called us back to say the seller would accept $40, so we bought it.
Step away. Often you’ll be summoned back.
Okay, these tips work well in a bookstore. But they’re equally useful in…
- Independent bike shops
- Florists
- Owner-run specialty clothing boutiques
- Small grocers (request reductions on dented cans or items near expiration)
- Family-owned retailers of all kinds
- Big-box stores (negotiate discounts for minor defects)
- Flea markets (where bargaining is typically expected)
- Appliance stores (ask for a manager if necessary)
You won’t know until you try, and the results may astonish you. I’d wager the owner of some small coffee shop might even sell lattes at 40% off if you offered to prepay for your next ten drinks. Maybe that’s my next experiment.
Your Turn: Have you ever successfully negotiated a lower price on something that usually isn’t negotiable?
For more practical ways to cut holiday costs, check out these tips to save on buying a christmas tree this holiday season.
