by Richard C. Levy and Ronald O. Weingartner
Page 2

• Negotiation is about give and take. Figure out what is the most important thing to the company. Then figure out a way to give that to them, all the time watching out for what is vital to you. This is not always possible to accomplish, but it should be the goal of both sides.

• Be human. Don’t be afraid to share your troubles and issues. You should not be trying to outsmart the company. An amicable agreement benefits both parties.

• Don’t be afraid to shop around for the best deal. Your focus should be on quality, commitment, and the marketing plan, not just the key deal numbers.

• If time is of the essence to you, this will put you at a distinct disadvantage. If time is of the essence to the company, conversely, it will be at a disadvantage.

• Select your words carefully. Lord Chesterfield reminds us, “Words are the dress of thought.”

• Trust yourself. Most of this is common sense.

• Prioritize your negotiation. Time is money.

• Be sure of your facts. Double-check everything.

• Do not be deterred because your mind has calculated the opposition is too great.

• Do not capitulate to names and institutions.

• Do not be overly impressed with the opposition’s intellectual achievements. Even bacilli are cultured.

• Avoid the temptation to overwhelm. You must not be perceived as either an egomaniac or a victim.

• Thou shalt not committee. A simple problem can be made insoluble if enough people discuss it.

• Don’t bring up the artillery until you bring up the ammunition.

Continued