Author: Leigh Steinberg with Michael D�Orso.
� 1998 Three Rivers Press. New York, New York;
ISBN 0-8129-3243-9
Reviewer: L. R. Hamilton, ENS, MSC, USN
Steinberg divides the book into five main sections throughout that list his twelve essential rules for negotiating. The first section emphasizes the importance of taking a hard look at and defining your values, which he believes, is essential for success in any endeavor. After this process one should never compromise their values when negotiating and should also align themselves with people who have the same or similar values.
The second section on preparation is vital when dealing with most situations, especially since accurate and reliable information is power. An interesting point the author makes is that negotiation is a test of realities, both yours and the other party. Therefore, the goal is to convince the other party to accept your reality. Knowing all you can about the opposite party is only one way to accomplish this goal that Steinberg gives.
When discussing the merits of leverage the book tell how the best advantage in negotiating is to make yourself irreplaceable or to make the other party think that you have options even if you do not. Yet, during the actual encounter one must create a climate of cooperation and not conflict.
Finally, after all the preparations, positioning, and the encounter it is finally time for the negotiation process to beginning. This happens when a reasonable offer is made and the other party counteroffers. The interesting part of this section is that the author tells you to emphasize the concessions you make while minimizing the other party�s concessions. Also, that you should never play split the difference, but rather let the other party bid against their self and the best way to accomplish this is to not acknowledge unreasonable offers. Another way is to learn to be comfortable with silence.
Steinberg does an excellent job throughout the book in showing how to maintain one�s integrity when utilizing his techniques. One must remember that the art of negotiation is not the process of trying to destroy or conquer the other party personally. The art of negotiation lies in not only the preparation but also in knowing the needs of the other party.