RONALD M. SHAPIRO is founder of the Shapiro Negotiations Institute, a negotiations seminar and consulting firm which offers training programs and deal coaching worldwide. He has had a rich and varied career as a civil rights and corporate lawyer, state Securities Commissioner, sports agent, entrepreneur, community leader, and business executive. He advises an array of corporate and political leaders and team executives, has represented Hall of Fame players, helped settle a major symphony orchestra strike, diffused racial tension in a metropolitan police department, raised millions of dollars for charitable causes, and assisted in ending Major League Baseball's historic labor deadlock. In addition, he is a New York Times bestselling author and his books include Bullies, Tyrants, and Impossible People; Dare to Prepare; and Perfecting Your Pitch.

JAMES DALE is an author/marketing consultant whose work includes books, articles, radio, television, sports, technology, public relations and advertising.

SHAPIRO NEGOTIATIONS INSTITUTE is a premier global provider of sales, negotiation, and influence training and consulting. Its success is built on helping professionals at all levels use a systematic approach to accomplish more, faster, and with a higher degree of effectiveness. By taking more than 50 years of lessons learned in real-life situations, the Institute's team digs into specific industry and client challenges, so its tools and techniques can be implemented immediately with precision.

Foreword to the Revised Edition by Ambassador Charlene Barshefsky xi

Foreword to the First Edition by Cal Ripken, Jr. xiv

Acknowledgments xvi

Introduction: Why Change What Works? 2

1 Negotiation 5

“I’ll Burn That Bridge When I Come to It” 5

Your First Deal 7

What Negotiation Isn’t 11

Filling the Negotiator’s Toolbox 18

What Negotiation Is 19

What Negotiation Can Be 23

Refresher 26

2 I Win–You Lose Negotiation—An Exercise in Flawed Logic 29

Enemies and Entrenched Positions 29

Hit and Run 32

I’m Not One of Them, Am I? 35

At Least One Dissatisfied Party 43

Refresher 45

3 WIN–win Negotiation 47

Myth and Reality 47

Achieving WIN–win 49

Good Deals Echo, They Lead to More Deals 51

WIN–win Is Not Wimp–Wimp 52

Roadblocks, Minefields, and Wisdom 55

Putting It Together 57

Refresher 64

4 The Three Ps—A Systematic Approach 67

Prepare, Probe, and Propose 70

Refresher 79

5 Prepare…or Else 81

Preparation: The Aerobics of Negotiation 81

How Prepared Are You for Your Negotiations? 82

The Numbers and Letters Game 83

The Numbers and Letters Game Continued… 84

How to Prepare (and How Not To) 87

The Preparation Checklist 89

A Case Study: The Sur-Real Sales Challenge 97

Confidence Is the Secret Weapon (But the Real Secret Is That Preparation Is the Key to Confidence) 104

Sources of Information 105

Refresher 110

6 Probe, Probe, Probe 113

The Other Side Is Trying to Tell You How to Make the Deal 113

W.H.A.T.? The Probing Technique 120

The Don’ts—How Not to Probe 126

Listening 128

The Zoologist 133

Learning to Listen 135

Refresher 138

7 Propose–But Not Too Fast—Getting the Other Side to Go First 141

Role Playing 141

Proposing for Real 146

The Three Rules Behind Propose 149

Making Counterproposals 153

Refresher 158

8 Difficult Negotiators 161

…And the Award for Most Difficult Negotiator Goes to … 162

Dealing with the Difficult Negotiator (without Becoming One) 166

Emotional Tactics—Nonemotional Responses 170

Challenging Personalities 173

Refresher 177

9 Negotiating from Weakness 179

Perceived Weakness versus Real Weakness 179

Expand the Goals 181

Locate Allies 182

Never Let Them See You Sweat 185

Brainstorming 187

Refresher 192

10 Unlocking Deadlocks 195

If Nothing Works, Change Something 195

Find Reasons to Agree 200

Get Creative 200

Objective Mechanisms 205

Sometimes No Deal Is the Best Deal 209

If Deal Fever Persists, Keep Saying “No” 209

Refresher 216

11 Building Relationships 219

Today versus Tomorrow: How Long Is the Long Run? 219

A Relationship Tool: Bonding 221

The Meet-and-Bond Style 222

Rebonding 225

No Faux Bonding 227

Practice Makes Bonding 228

The Value of Relationships 231

Refresher 234

12 Putting It All Together 237

The Major League Baseball Owners versus the Major League Umpires (and the Major League Umpires versus Themselves) 237

Refresher 244

Epilogue: Nelson Mandela—When the Power of Nice Changed a Nation 247

Reinforcement Tools Link 251

Post-Negotiation Assessment Questionnaire 253

Negotiator’s Toolbox 255

Index 257

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