Prepare to Negotiate 59

Common interests indicate a potential win-win deal.

Notice in Figure 7–1 how the two parties have a mutual interest
in a long-term business relationship. This is a signal that a win-
win negotiation is possible. Each party might be willing to trade off
something to serve that interest. For example, the buyer might not
select the vendor with the lowest price. He might opt for a vendor
that offers a reasonable price if the vendor appears to be the better
long-term supplier. For its part, the equipment vendor may give up
something on the selling price in anticipation of other opportuni-
ties of serving the customer in the years ahead: a maintenance con-
tract, the sale of system upgrades, etc.
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TIP: LEARN AS MUCH AS POSSIBLE
ABOUT THE OTHER SIDE.
As you prepare, learn as much as you can about the organization
and the individuals with whom you will be dealing. The more
information you have, the better. Know your negotiating part-
ner’s background and personal characteristics (emotional and
personal needs, involvement in office politics). Also, find out
how much this person wants what he or she is fighting for. The
more a person wants one thing, the more likely he or she is to
make concessions on others.
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Are you currently embroiled in a negotiation, or do you anticipate
being so in the near future? Then take a few minutes to jot down
the issues and interests that matter most. Prioritize them.

Now, based on what you know, do the same for the other negotiat-
ing party or parties. If you don’t know their issues and interests,
investigate.

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