arent there, guess what chance you have of getting that customer? Thats right: zero!   How To Negotiate With Your Sales Rep   Now that you have determined how much you are going to spend in each directory, it is time to teach you how to negotiate with your rep. Discounting policies will vary depending on the directory.   Most of the independent phone book companies typically extend deep discounts. In fact, I had a regional vice president tell me one time that, "discounting is the best sales tool that their sales reps have." Utility or phone companies will typically be less likely to offer discounts and are harder to negotiate with, depending on the strength of their book.   If you follow the guidelines that I am about to lay out for you, overall you should be able to either reduce your Yellow Pages cost or significantly increase your program for little or no extra money.   When your sales rep comes knocking and says that it is time to renew your ad, or they would like to show you why you should advertise with them, welcome them in and be friendly. Set up an appointment with them and listen to their sales presentation.   When meeting with your sales rep there are two ways to approach the negotiating, depending on whether you are renewing your ad or buying a new one.   How to Negotiate When You are An Existing Client   Let your sales rep do his dog-and-pony show. Give him/her friendly nods and buying signs. The when your sales rep is done with their presentation tell them that you have been giving a lot of thought to your marketing program and that you have decided to invest your marketing dollars in other areas, and that you would like to take your advertising down to just a bold listing or a light type listing.   This will immediately put your rep on the defensive. Be extremely vague as to where your dollars are being "re-allocated". The sales rep will typically try to find out and then explain why this is a mistake. (Since you arent planning on spending your money elsewhere this should be easy. Just dont make anything up, otherwise you will find yourself on the defensive trying to justify this. After all it is hard to overcome an objection if they dont know what it is.)   At this point tell your sales rep that you may be willing to reconsider but to contact you towards the end of the campaign for your final decision.   Do not sign your contract yet!   The longer you wait to sign your contract the more negotiating power you will have. At the end of the campaign make sure that you contact your rep back if they dont call you (you dont want to risk being left out). Sit down with your rep and tell them that it has