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Publisher: Warner Business Books 
Release Date:  September 2003
ISBN: 0-446-52973-7 
Awards:  
Format Reviewed: Hardcover 
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Genre: Nonfiction / Business 
Reviewed: 2003
Reviewer: Jo Rogers 
Reviewer Notes:  

Negotiate This!
By Caring, But Not T-H-A-T Much
By Herb Cohen


     Though it took him twenty years to do it, master negotiator Herb Cohen has returned to show us how to negotiate anything while remaining emotionally detached from the process. Of course you must care about the outcome of the negotiation, but the other side should never think it is a life-and-death deal.

     With his wonderful sense of humor, he tells of the mistakes he has made in negotiating things for himself. The biggest mistakes were made when he became too emotionally involved in the negotiations. The second biggest mistakes were made when a member of his negotiating team undercut his position, leaving him with a less-than-desirable result. These are the things Mr. Cohen teaches us to avoid if at all possible. If you are ever called upon, as he has been, to negotiate a hostage situation, any mistakes you make can have deadly consequences.

     One of the things Mr. Cohen says you must do is enter the negotiation with a friendly attitude. Hostility will breed a hostile response. When the other side talks, take notes so they will know you're really listening. This will also give you an accurate record of what was said if there is a question later on.

     Ask probing questions that will let you know the underlying needs and desires of the other side. These will likely affect their bargaining stance, even though they haven't said anything about them. There may be concessions you can make that will help satisfy those needs.

     Negotiate This! is a book you can even use to negotiate with members of your family. It's filled with wisdom and examples of both the right and wrong way to make a deal. Just remember to care about the deal you're making, but not t-h-a-t much.