The first step to achieve a good deal is pre-planning., So firstly, establishing the minimum level that would represent an agreement on both sides., Deciding what is the minimum acceptable level for each side is important to have that firmly in mind., Then secondly in the pre-planning it is essential to decide what the opening position is., The final part of the pre-planning stage is to draw up a list of what I would call 'tradeables' or concessions., So these are the elements of the deal which, if you offer them to the other side, may demonstrate some goodwill., These elements of the deal may be quite small value in themselves., In fact they may just enable that deal to just be made at the last minute., A good negotiation is one where both sides belie that they have achieved a good deal., In this example you have things like the share of marketing costs or the duration of the distribution contract.

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