Flatscreen
Wade through the jargon
Make yourself an expert on televisions so you can talk with confidence. Visit http://www.which.co.uk/advice/buying-a-new-tv/index.jsp to decipher your HDs from your SDs. An HD television sounds great, but if you haven't the digital package that allows you to take advantage of these channels, then don't pay a premium for the privilege of redundant functions.
Research for success
Surf the internet or go to the stores to establish a short-list of televisions that suit your needs and list the makes, models and prices. Visit price comparison sites and also input the details into Google to see what pops up; there is often a huge difference in price from one store to another. When comparing prices; see if delivery charges are included – you should always compare like-for-like. Research a similar but cheaper model than your top choice in order to use this information in your negotiations.
State your intention
Armed with your prices and specifications go to the store. Ideally visit on a Monday or Tuesday morning when trade is quiet – a great time to negotiate.
If another store is currently cheaper, tell the salesperson that Shop B is offering a better price (tell them what it is), but if they could beat their price, you are in a position to buy now.
Alternatively, if you would prefer a superior quality television for a more affordable price; inform them you would like to buy their television, however it is too expensive compared to a different (but similar) model sold by a competing store. If the price difference were smaller, then you would be happy to buy now.
Add the extras
When buying a television you often want or need additional items to complement it. Instead of asking for a price reduction, why not say you will buy now if they include a DVD player, HDMI cable and/or free DVD RWs. Equally if you haven't a car and delivery is extra, say this needs to be thrown in.
Cable Connection
Once you have your new TV, check out the best media packages available by visiting digitaltv.saga.co.uk.
Marc Lockley is a negotiation coach and writes a fortnightly column for Guardian online. His book 'How To Pay Less For More' is available to buy in the Saga Bookshop at a specially discounted price of £7.19.