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In this video, Jonathan Jay speaks with negotiation expert Ed Brodow about how to negotiate to buy a business.

Ed Brodow, one of America's leading negotiation speakers and experts on negotiation and success, emphasises the importance of doing your homework when it comes to buying a business.

He also highlights psychological mistakes that people make when negotiating and offers tips on how to position yourself in a negotiation to increase the likelihood of achieving your objectives.

Ed Brodow and Jonathan Jay discuss the importance of having a methodology when approaching a business acquisition, and Ed shares his advice on how to determine a reasonable offer.

They also discuss the emotional response that buyers might face when making low offers and the importance of being prepared with good reasons to justify that position.
Additionally, they talk about the internal negotiation that buyers have with themselves and how it can affect the outcome of the acquisition.

Ed Brodow shares his insights on how to become an excellent negotiator, and why so many people feel they are bad at negotiating. He explains that successful negotiators are optimistic and understand a few basic rules, such as doing your homework, being prepared to walk away, having alternatives, and listening.

Ed Brodow emphasises that negotiating is not about tricks, but about a few basic principles that have remained the same for millennia. He offers reassurance that there are only a few things one needs to do to become really good at negotiating, and that it's not about being aggressive. In fact, the best negotiators are often quiet, and good listeners.

Ed Brodow and Jonathan Jay provide valuable insights and advice on how to negotiate to buy a business.

This video is essential for anyone interested in buying a business, creating a business acquisition strategy, or understanding the nuances of business mergers and acquisitions.