COMMON MISTAKES TO AVOID

• Confusing tactics for goals. Many tactics, such as achieving a 10 percent price increase, are actually Wish List items that can be traded to achieve your goal of creating and dividing joint value.

• Being fooled by those who say that value can’t be created in your industry—except in the case of commodities, value can be created in virtually any negotiation.

Up to this point I’ve been talking about what you want to achieve from a negotiation. Starting with the next chapter—“Step One: Estimating the Blueprint, The Consequences of No Agreement Estimation”—I’ll be focusing on how you can attain that goal and how, by learning to use the Strategic Negotiation Process to blueprint any negotiation, you can become a world-class negotiator.