A retail company can apply the negotiation strategies discussed in the book by first identifying their bargaining style. If they are naturally conflict-avoidant, they should not feign aggression, and if they are competitive, they should not play too nice. Instead, they should aim to be cooperative, as research shows that the most effective negotiators tend to be cooperative rather than competitive. They should also avoid using derogatory comments, as the most talented and effective negotiators use them far less than average negotiators. Before jumping to negotiation, they should first try to use influence to accomplish their goals, such as using their own or someone else's authority or knowledge to impact the other person. If that fails, they can employ persuasive tactics, such as arguments or reason.
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