People who believe they can use reason alone to build a case might not succeed. They need to consider the emotional factors that are driving the other person.
The negotiator should create a vision for the other party to bring about discovery and decision on their part.
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Similar ideas to Don't convince with reason
Get the other party to reveal their problems or unmet objectives.
Build a vision for them of their problem and your proposal as the solution.
They will make their decision because you have helped them feel it is to their advantage and not necessarily because it is logical.
Here are two really cool exercises to increase your emotional intelligence:
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