Step 3 –Understand technology commercialization

Individual Contribution

HUMBERTO SUSUNAGA ZAPATA

Code 7710773

Student course
VALUATION AND NEGOTIATION OF TECHNOLOGY - (212032A_611)
Collaborative Group 212032_18

KARLA NATHALIA TRIANA

Tutor

NATIONAL UNIVERSITY OPEN AND DISTANCE (UNAD).

SCHOOL OF BASIC SCIENCES TECHNOLOGY AND ENGINEERING

INDUSTRIAL ENGINEER
Bogotá, from april 8, 2019
 TOP TEN NEGOTIATING TACTICS
Tactic #1: The Wince
Tactic #2: Silence
Tactic #3: The Good Guy/Bad Guy Routine
Tactic #4: Limited Authority
Tactic #5: The Red Herring
Tactic #6: The Trial Balloon
Tactic #7: Low-Balling
Tactic #8: The Bait-and-Switch
Tactic #9: Outrageous Behavior
Tactic #10: The Written Word
 TACTIC #1: THE WINCE

This tactic tells your counterpart that you know

your limits, which is not inappropriate or dishonest

Keep in mind that when

offers are negotiable, your
counterparty will start high.
The shudder can be explained
as any obvious negative
reaction to someone's offer

In the sales profession, you will be at the receiving end of the

gesture. In this case, you can counteract with the following tactic.
 TACTIC #2: SILENCE

Silence can be your strongest tool If you have made an offer and are waiting
for an answer, just sit back and wait

people feel uncomfortable when the conversation

ceases, and they begin to speak automatically to your counterpart will begin
fill the void to reduce its position

• Do not make suggestions

What happens if you are negotiating • Just repeat your terms.
with a person who understands the
importance of silence as well as you?
forces the other person to
respond with a concession
 TACTIC #3: THE GOOD GUY/BAD GUY ROUTINE

This tactic is designed to make you

make concessions without the other
party making any in return.

If you are in a good boy / bad boy

situation, the best answer is to ignore it.

Do not follow the game and do not allow

the good to influence your decision

Let your counterparts play their game,

while taking care of your own interests.
 TACTIC #4: LIMITED AUTHORITY
It is a variation of the routine
of the good boy / bad boy The person you are dealing with tells you
that you must approve any agreement
with an invisible higher authority

The counterpart will create this

figure to obtain an advantage in
do not automatically assume
the negotiation process.
that the person is being honest.

You have two options

• Deal directly with this so-
• Test the limits of your counterpart
called superior authority
At the negotiating table, a false lead means a
smaller side for the other side of the main problem.

Effective and ethical negotiators generally

agree that this tactic is the weakest of all

When your negotiation process is

stuck with a minor problem, and
your counterpart insists on
resolving it before they even talk
about more important issues, then
you are probably dealing with a
false trail

TACTIC #5: THE RED HERRING

 TACTIC #6: THE TRIAL BALLOON

Are the questions to evaluate Would you consider trying our

the position of your counterpart services temporarily? "Or" Have you
considered our other service plans? Well, if I did, what
would your offer
Would you consider be?
financing the house
on your own?

When you are at the Essentially, these types

receiving end of a of questions allow you
test question, you to obtain information
without compromising.
may feel compelled
to answer it in detail
Instead of making a first offer,
your counterparty will open the
process with a fantastic offer.

Then, once you agree, they

start hitting you with additional
needs.

EXAMPLE: Product with a lower

price than other stores. But after
TACTIC #7: LOW-
agreeing to buy, the sales
representative discovers the BALLING:
hidden costs, such as shipping or
installation. In the end, you are
likely to pay more than you would
pay at another store with a higher
price on the product

Ask your counterpart about

additional costs before
agreeing to any agreement.
 TACTIC # 8: THE BAIT AND THE SWITCH
The tactic of bait and change must be avoided

IF OFFERED IS GOOD,
You can attract with a great
offer but then you get hooked
YOU SHOULD NOT This tactic will almost
always burn you, unless
with another mediocre
RECOVER THIS you can recognize it.

PRACTICE
 TACTIC #9: OUTRAGEOUS BEHAVIOR

Indignant behavior can be classified as a form

of socially unacceptable behavior that aims to
force the other side to make a movement

Since most people feel uncomfortable in

these situations, they can reduce their
negotiating terms just to avoid them.

Just wait for the adjustment to disappear

before reacting, because emotional
negotiations can result in disaster.
 The written terms are non-negotiable

Most people make the same mistake of

accepting the terms that appear in writing

The best defense against this tactic

is simply to question everything, TACTIC #10: THE WRITTEN WORD
whether it appears in writing or
not

You may be surprised at how many

contracts are negotiable when
questioned.
 REFERENCES

• Agreeing a price for intellectual property rights, publicado por la UK Intellectual Property Office
http://www.ipo.gov.uk/iprpricebooklet.pdf
• Cohen, J. A. (2005). Intangible Assets :Valuation and Economic Benefit (pp 84-87).
• Mc Manus, J. P. (2012). Intellectual Property : From Creation to Commercialisation: A Practical Guide for
Innovators & Researchers. 16.Valuation of Intellectual Property.
• P Valuation at Research Institutes; an essential tool for technology transfer, publicada por la Hungarian
Intellectual Property Office
http://www.sztnh.gov.hu/hirek/kapcsolodo/IP_Valuation_for_Technology_Transfer_EN_web.pdf
• The use of IP valuation in IP transactions: a global survey of IP brokers, European IPR Helpdesk Boletín n. 4
http://www.iprhelpdesk.eu/sites/default/files/newsdocuments/European_IPR_Helpdesk_Bulletin_N4.pdf