NEGOTIATION STRATEGIES FOR REASONABLE PEOPLE"
Shell, G.R., (1999), Bargaining for advantage: negotiation strategies for reasonable people, New York: Viking
Professor Shell is director of the Wharton Executive Negotiation Workshop, and his book, although hard to understand in some spots, is a good guide to all the moves you need to make in every bargaining situation.
This began, according to the introduction, as a series of class chapters in connection with Wharton's "Bargaining for Advantage" executive training program. Professor Shell used these workshops and his own research to create good strategies for goal-oriented negotiations. As a matter of fact, the term goal is critical here since, as he points out "A certain way to lose a negotiation is to lose sight of your goal. You must never forget what you want" (p. 23).
Structurally, the book focuses on six key emotional leverage points that researchers have shown help the best negotiators succeed and answer such questions as: how can you achieve your goals even when short on bargaining power?
The behind the scenes case studies of people like Benjamin Franklin, J. P. Morgan, and Donald Trump make it more interesting than some books that just use references like "Joe and Bill."
As Professor Shell says in the introduction, "Effective negotiation is 10% technique and 90% attitude. There are a lot of negotiation books on the market. I know because, as a professor who teaches negotiation at one of America's top business schools-- the Wharton School of the University of Pennsylvania--I have read them, almost all of them. I wrote 'Bargaining for Advantage' because the students and executives I teach are some of the best and most demanding in the world--and they demanded something different. They wanted a negotiation book that was more intelligent than the usual 'war story' book by a sports agent or Hollywood ce
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