YOU CAN NEGOTIATE ANYTHING BY HERB COHEN

Key Concepts of the Book:

• Everything Is Negotiable: The fundamental principle is that all standards, prices, and terms are flexible. The biggest obstacle is often your own belief that something is set in stone.
• The Big Three Variables: Mastering these elements is key to success:
• Power: Power is subjective and often an illusion. Your perceived power depends on what the other side thinks you have, not necessarily what you actually possess.
• Information: The more you know about the other party’s needs, pressures, and constraints, the stronger your position is. Do your homework.
• Time: Deadlines create pressure. Understanding who faces the most immediate time constraint (e.g., a car salesperson at the end of the month) reveals a crucial leverage point.

• Wants vs. Needs (The "Wants" Strategy): Focus on what you want, not just what you need. Needs often define a minimum baseline, while wants allow for flexibility and the potential for a better outcome.
• The Importance of Patience: Rushing a negotiation often gives the advantage to the other side. Patience allows you to gather more information and lets the pressure of time work in your favor.
• Negotiating Styles: Cohen identifies two main styles:
• Win-Lose (The Russian Style): Aggressive, adversarial, aiming for one side to dominate completely.
• Win-Win (The Friendly Style): Collaborative, aiming for a resolution that benefits both parties and preserves the relationship. Cohen emphasizes adapting your style to the context.

• Being a "Real-World" Negotiator: The book focuses on practical, sometimes street-smart, tactics that prioritize results in everyday interactions, rather than purely theoretical models.