I’ve been teaching others about “How to Buy a Domain Name from a Private Owner” for years, by answering related questions posed at WebmasterWorld.com, where I moderate the Domain Name Forum.
Despite my best efforts it appears the world hasn’t yet learned how to do it, so allow me to outline my view on the best approach.
First, understand that most folks who have held domains numbering greater than “a few”, for more than a few years, likely have received hundreds if not thousands of inquiries about their domains over the years. At least that’s the case if they were any good at picking them.
When contacting someone about buying an older quality aftermarket domain it behooves your to assume that the domain registrant is likely a) as smart, if not smarter than you, about domain related issues; b) has some business savvy, including how to negotiate deals; and, c) has received countless poorly crafted inquiries about their domain holdings.
Assuing the above your approach, when contacting the registrant of a quality domain about possibly buying that domain, needs to reflect a) respect for their intelligence; b) actual business negotiation savvy on your part; and, c) a clear indication that you respect and value their time.
How do you do this? “The answer” to how to effectively negotiate for the purchase of an aftermarket domain is simple.
- First, research domain name values. IF you don’t have a decent grasp of values then don’t bother emailing.
- Places to perform domain value research: DNJournal.com’s weekly reports of “confirmed sale values”. Sites like NameBio. Domain forums such as DomainState or DNForum. (There’s much more to talk about concerning value, but you can also always ask a pro for guidance.)
- With a firm appreciation of at least a range of likely aftermarket values (actually a working range of values for your target domain) make your offer to purchase the domain by including an actual cash offer in your initial contact. For negotiation purposes you can proceed with a lower number that you are prepared to pay or a plain and factual statement that “It’s your best offer”.
- Now, here’s the secret of success: Put your initial offer for the purchase of the domain IN THE SUBJECT LINE of your email.
It’s really that simple. “It” being the answer to the question: “How do I effectively make an inquiry about whether a domain registrant would be interested in selling me their domain name?”
By putting an intelligent monetary offer in the subject line you greatly increase the odds that your email will actually be opened and read. If you can’t get past the issue of having your email read you have already lost any chance of making a deal. This advice, of course, assumes you also did the part about researching values and made an offer within that range of value.
Due to the volume of email received by successful domain registrants many domain owners won’t even open emails without a clear sign of intelligence in the subject line, especially email coming from Yahoo, HotMail, GMail, etc. All signs of “nonsense to come”.
Just putting “Example.com” in the subject line OR “Is Example.com for sale?” in the subject line shows no intelligence and no capacity to make a deal. None whatsoever. And most will tell you that years of experience has taught them that such offers might as well have a subject line that reads “FAIL, Don’t Bother Opening”. And many won’t open the email or if they do they won’t take any further action since most inquiries, constructed in the FAIL manner, do in fact fail to go anywhere.
So, you want to get someone’s attention? Show something that will get someone’s attention.
To borrow a line from Jerry Maguire, in the realm of aftermarket domain purchases and sales: “Show me the (respectful, intelligent) money!”
Put your opening offer to purchase right up there in the subject line: “Offer $50,000.00 to Purchase Example.com”
Of course, those who know anything, know the last example given also has “Fail” written all over it, because no one can ever own Example.com. 
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