Here comes the tough part: Seek to broaden the pie.

We were taught that in negotiations their gain is our loose, because the pie is fixed (Ask a merchandiser in your company). Every goal in a negotiation seams to look like a fixed amount of money. Sorry, this is wrong. But getting a different perspective is tough (AND worth the extra work).

For example: You are negotiating with a communication agency how much it will cost you to run an advertising campaign. Even if the proposed price is reasonable and within your budget (You know this because you prepared for the meeting!), you normally do not accept the price. You start to bargain for a lower price: It might take four hours and you got a five percent reduction. Congratulation, you lost: Why? Because they will not do you a favor and charge you on any extra minute!

What you did not know: The head of the agency wanted to do you a favor in case you accept the fair price. She wanted to bring you in touch with someone very important people for your business. For her, it would have been just one phone call with an old friend. She was willing to help you at no extra costs, if you did not squeeze the last penny out of them. And they would have been much more motivated, because your acceptance would signal appreciation of their work.

Thus, don’t just focus on the money. Take the time needed to brainstorm what else can be done to satisfy both sides interests.

If possible, separate inventing options from deciding which options become part of a commitment. This allows creative minds to create valuable ideas, that might not cost you a penny, just one phone call with an old friend.

You find more information in Getting To Yes by Roger Fisher, William Ury and Bruce Patton.