When you look beyond the deal, managing the behavior of the parties becomes far more important than it is in a short-term transaction. In a transactional negotiation your focus is on getting an agreement, after which you move on, letting someone else worry about implementation. As a result, if you encounter aggressive and demanding negotiators on the other side, it can be tempting to give in to their demands in order to get the deal or just to make them go away. In relationship negotiation, however, every action sets the terms of the subsequent relationship.

One of the most dangerous snares that transactional negotiators fall into is what I call "the bear trap." By this I don't mean those mechanical iron jaws used ...

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