Negotiating is important for business at many levels. Getting to Yes seems to be the core text to understand how to successfully achieve good outcomes from negotiations. A good summary of Getting to Yes can be found many places online (such as: Getting to Yes: Negotiating Agreement Without Giving In). Read that and you're all set.
Getting to Yes believes that is is better to focus on making intents known than simply making demands known. It also focuses on having a BATNA (Best Alternative To Negotiated Agreement). This means that a person should understand what their and the other party's best alternative is to the current negotiation. In other words, if you were to walk away from the negotiation, what is the best you could do?
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