Good for You, Great for Me

Something for Everyone

The win-win concept of negotiation, which emerged in the 1980s, was an improvement over the traditional zero-sum model. But negotiators deploying it sometimes feel uncomfortable about pressing too aggressively to come out ahead in a deal. Uneasy negotiators misinterpret the concept: A mutually beneficial agreement needn’t benefit everyone equally.

You can win more in a win-win negotiation without damaging your business relationships – and without feeling guilty. Make sure you focus your efforts on increasing the overall value of the deal. When you enlarge the pie, everyone gets more – even if you go home with the biggest piece.

Go in Prepared

Successful negotiation demands preparation. You and your “back table” – the people to whom you report – must establish your “best alternative to a negotiated agreement” (BATNA). Agree to a deal only if it is better than your BATNA. Determine and rank your interests – those issues, besides price, that make a deal more or less attractive, like payment due dates or credit options.

Consider the deal from the other side’s perspective. Make a preliminary assessment of its BATNA and interests...