The Sixth Principle of Negotiation

The sixth principle of negotiation is that you can't please or accommodate everyone. You will definitely have to say No in many situations, and you will have to be firm about it. The word No has great value in that it can be used to reverse or slow down the momentum of a negotiation. You may be willing to concede additional points to your adversary, but judicious use of the word No will help you to gain return concessions and will help you to minimize those items on which you have to yield. It also helps to create an image of you as a tough negotiator, and in negotiations image is very important.