Throughout this book, we explore three main areas of negotiating:
Personal situations: Individual consumers with purchases large enough to warrant negotiation as the technology of exchange such as buying a car, house, or property.
Organizational situations: Managers and employees who perform standard business functions such as creating a budget, making purchases for their company, negotiating for resources in the company, and so on.
Customer situations: Selling products and services where a long-term relationship is appropriate.
Most readers encounter at least two of these three situations on a regular basis. When considering negotiation, regard it as a process, not a game. In most cases, the issues and relationship are too important to treat the negotiation as a lighthearted interpersonal romp. Working together, we can develop a better way to plan and execute negotiations and reach more win-win outcomes.