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6. Understand The Situational Dynamics In order to negotiate successfully, you must understand
dynamics of
situation. Identify your role and
role of your adversary. Know what are
"power positions" of each role. The dynamics of negotiating in a parent/child relationship are significantly different than
dynamics of and employer/employee negotiation. Be certain your desires are appropriate and achievable in terms of
situation.
7. Never Lie Very few negotiations are a single contact event. With
possible exception of making large purchases, most parties involved in a negotiation have continued contact after
negotiations are completed. When you are caught in a lie, and it is inevitable that you will be, your future credibility will be lost.
It is possible to prepare to handle those areas where
need to lie may be felt. Examine
areas where your case is weak. Work to strengthen your case. In those areas that remain vulnerable, prepare how you wish to handle them should they arise.
8. Be Fair Negotiation is not an "I win, you lose" proposition. Webster's dictionary defines negotiate as "to bring about by mutual agreement". The best negotiators I know create "win - win" situations in every negotiation.
9. Don't Tip Your Hand Uncertainty is your key advantage in most negotiations. If your adversary knows what you desire most, your negotiating position is not as strong. Play it close to
vest.
10. Be Flexible Understand that negotiation frequently involves compromise. Look for creative solutions to
problems presented in
negotiation. Make tradeoffs in order to gain those elements you most desire.
11. Winning Isn't Everything It is easy to get caught up in
competitive spirit of a negotiation. Remember that
point of negotiation is to reach a common agreement on how to move forward. While it may be possible to bludgeon your adversary into agreeing to your terms, this does not create
"mutual agreement" that makes for a truly successful negotiation.
12. Quit While You Are Ahead Too many people have to see just how far they can push a negotiation. They have to try to get just one more concession. This attitude can be a deal breaker. The best negotiations are brief and to
point. Get agreement on your major points and stop. Additional items can be addressed in subsequent negotiations.

Tony L. Callahan is president of his own Internet marketing company, Link-Promote < http://www.link-promote.com >. He also publishes Web-Links Monthly, a newsletter full of tips, tricks, tools and techniques for successful web site promotions. To subscribe, send e-mail to: < Web-Links-subscribe@topica.com >.