Chapter 3
Your win
Those new to negotiation, who see it as an unfathomable art, often wish there was some magic trick they can pull off that will mysteriously deliver the best deal in all situations. It is the most commonly requested outcome from delegates on my courses.
Fortunately, such a trick exists. It is called preparation.
Many top negotiators believe that 75 per cent of the skill is in the preparation. If you want to know what to do in the heat of the deal, as the deadline is looming and the other person is shouting at you and banging the table and your client is demanding you do not budge an inch, your best bet is to prepare.
The simple fact is that if you want to get the best deal you can, you need to prepare. When Richard Branson ...
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