Chapter 11. PERSUASION — WINNING THEM OVER

If you were to think of relationship-based negotiation as a living organism, the first two steps of the GRASP method, Goals and Routes, would be the brain: the focus of your creative energy. The next two steps, Arguments and Substitutes, are the muscles: they strengthen and support you, preventing you from falling. The final step, Persuasion, is the heart of negotiation: the emotional core that connects you to the other party. Persuasion, in short, reaches out from your goals to theirs.

Persuasion, the art of winning someone over, is the easiest step in the GRASP method to define. Unfortunately, it's the hardest to master. First, it requires that you focus the conversation toward the interests of the other ...

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