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How to unlock long-term success

The key to long-term, successful business negotiations remains relationships.

Negotiation touches every part of our lives. Relationships in business and in our personal lives are negotiated. And the skills to do it effectively can often mean the difference between getting what you want or losing out. You don’t get what you deserve, you get what you negotiate!

In the first section of the book, How to be a Great Negotiator, written by property economist, investor and developer Neville Berkowitz, the characteristic traits of a great negotiator are explored in short, bite-sized nuggets of advice.

Over the next 132 days, we will bring you the traits needed to succeed at the art of negotiating.

(Courtesy of PersonalEmpowerment.co)

11 Building relationships

Every negotiation is a relationship. Understanding this helps you avoid turning a negotiation into a contest, a battle of wills, a conflict, a war. The key to a successful relationship is mutual respect, trust, honesty, positive intentions, and a give-and-take attitude. The fruits of a successful relationship are mutual enjoyment, benefit, appreciation, gratitude, and loyalty.

Whether a negotiation is a one-time deal or purchase, or an ongoing business association, applying these relationship principles is the surest route to a win-win outcome that leaves both parties feeling good about the resolution and each other.

The idea of negotiation as an adversarial encounter, instead of a mutually beneficial relationship, fosters a pillage-and-plunder mentality where both parties try to grab all they can at each other’s expense. This turns a potentially beneficial and satisfying exchange into a tense win-lose proposition. It creates needless mistrust, frustration, and resentment that jeopardises and frequently diminishes the outcome for both parties.

Since the saying “what goes around comes around,” applies to both business and to life, the Golden Rule “Do Unto others As You Would Like Done Unto You”, is the ideal basis for all relationships, including business relationships.

Understanding negotiation as a process in relationship building makes you a better negotiator in all areas of life. And it allows you to create more successful, mutually profitable short- and long-term business relationships.

As clients or associates become increasingly successful, or are promoted up the organisational ladder, they will remember you as someone they like, trust, and can rely upon. And this produces a sterling bonus that pays dividends over time: loyalty. The pot of gold at the end of any particular negotiation is less valuable than the pot of gold that is the ultimate fruit of a mutually beneficial long-term business relationship.


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