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Negotiation is an everyday activity that everyone, knowingly or unknowingly, engages in. The impact of negotiating can be very significant for revenues and profitability of organizations and individuals. It is also an important determinant of the sustainability of any kind of relationship. Therefore it is important to be an effective negotiator and everybody has the potential to be one. This book will provide crucial insights into how you can become a great negotiator, by discussing the science and psychology of negotiation techniques. It is a given that many of our negotiations do not always turn out the way we expect. Although for many of us, negotiations are best approached by employing rational procedures, real life shows us the need to understand seemingly irrational behaviours that result in suboptimal outcomes. Most negotiators remain blind to what really motivates them and the other parties in the negotiation. Why? We discuss the biases that prevent us from achieving this understanding. By understanding the psychology of negotiators and the negotiation process, we can make negotiations more predictable and profitable.