G. Richard Shell

Bargaining for Advantage

1. IDEA 1

   Know your bargaining style

   Shell argues that people have natural styles, such as competing, accommodating or compromising. Understanding your own style helps you play to your strengths and manage weaknesses. No single style is best.

2. IDEA 2

   Set high but realistic goals

   Shell explains that negotiators with specific, ambitious goals tend to achieve better outcomes. Goals should be challenging but grounded in what is realistically possible. Expectations shape results. Low goals invite low results.

3. IDEA 3

   Use fair standards

   Shell describes authoritative standards, such as market prices or industry norms, as tools for persuasion. People find it easier to agree when a deal seems fair by accepted measures. Precedent also helps persuade.

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