In Reply To:
You guys are amateurs! Here is some advice from the pro (me)...
Start off being very very firm as if you are laying down the law. If, for instance, you want a new pair of Zipp wheels, tell her you are planning (not discussing) on getting a new pair of Zipp wheels and a Cervelo P3 with DuraAce. She will naturally be so pissed that when you revise your plan to "only" get the Zipp wheels, she will think you are being reasonable and are caring for her needs. This is so old school and proven that I am surprised none of you brought this technique up. Go for more than you want, then reduce your demands and you are left off with what you want. I am disappointed by my fellow males inability to master this simple skill.
This is the "door in the face" method of salesmanship (easier to sell something less expensive after having something more expensive being rejected). The opposite is the "foot in the door" method (gradually increase what you are selling).
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"Go yell at an M&M"