Perhaps the biggest cause of negotiation failure, worldwide, is communication failure. And the single biggest cause of communication failure is misperception.
This means that their perceptions are more important than your proposals; that is, if you want to persuade them.
Most communication failures stem from misperception. So before jumping to conclusions, do your research and try to understand the other party as best you can.
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"Making money is art and working is art and good business is the best art." ~ Andy Warhol
A fantastic introduction to negotiation and learning how to get more as a way of life.
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