Resumo de You Can Negotiate Anything

BOOK REVIEW ON ?YOU CAN NEGOTIATE ANYTHING?
BY DR HERB COHEN

About the author.
Dr Herb Cohen, who is the author of this wonderful book on the art of negotiation, has been called ?the world?s best negotiator?. He has advised CEOs of many top notch MNCs like Microsoft, GE, IBM and General Motors, He has even advised Presidents of the USA on several issues such as the arms deal and on hijack crises.

Introduction
This book gives us clear insights into the art of negotiation, one of life?s most fundamental, yet little known skills. In it, Dr Cohen offers step by step strategies that can be used at once in order o negotiate effectively and with ease. He does this with a touch of wit and uses real life anecdotes to bring out his principles of life to the reader. He explains how we can influence the other side?s decision making process by creating better options, by achieving more from weaker positions and by employing magic words that relieve stress and get you to those win-win situations.

What is negotiation
According to Dr Cohen, negotiation is a simple art of being able to influence another person?s way of seeing things the way we want them to see it and thereby reaching a mutually beneficial position. The three most important aspects to a negotiation are information, time and power.. these need to be understood properly in order to ensure a successful negotiation.

Almost everything is negotiable
Dr Cohen explains the necessity and importance with negotiating, insisting that one can negotiate almost everything in life, saying ?you have the freedom to choose your attitude towards the given set of circumstances and the ability to affect the outcome; in other words, you can play a much greater role than you thought in shaping your life and improving your lifestyle.

Getting your feet wet
In this part of the book specific examples in negotiation giving everyday situations are described in detail and tips for successful We?re are given. Dr Cohen is of the view that ?if life is a game, negotiation is a way of life. If you want to succeed, you must comprehend the game in it entirety?. He asks us to be reality oriented, to see things as they really are without being judgemental. It is common for people o look at their situation selectively. He asks us to avoid this as it can only translate to wishful thinking . Rather, we must learn to ?see it as a constant struggle.

Winning at all costs
The successful negotiator, according to Dr Cohen sees almost everything as a constant struggle of winning and losing. He is a tough battler, who seeks to meet his own goals at all costs without worrying about the needs and acceptance of others. There is no doubt in his mind that he is right in his conviction and approach. For such a person, each victory in negotiation brings sense of exhilaration.
7. Negotiating for mutual satisfaction
According to Dr Cohen, ?You and I don?t see things as they are. We see things as we are. Each person is a product of his or her experience and no two people can have the same imprinting. Therefore, to understand how you think and interpret events, I must get into your world. To fathom your behavior, I must try to elicit your feelings, attitudes and belief system.
Conclusion
In this book, Dr Cohen has explained the theory of negotiation in a very lucid and witty style, giving real life examples to emphasize his case and put forth his views in a very forthright manner. An immensely useful and must-read book for everyone who wants to master the art of negotiating.

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