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Chapter 4: Beware “Yes”—Master “No”

‘No’ is the start of the negotiation, not the end of it.

For good negotiators, “no” is pure gold. Change is scary, and “no” provides a little protection from that scariness. People will fight to the death to preserve their right to say “no.” Give your counterpart the right to say “no,” and the negotiating environment becomes more constructive and collaborative almost immediately. Train yourself to hear “no” as something other than rejection.

Actions to take

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