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In the 1991 book Getting to Yes: Negotiating Agreement Without Giving In, Roger Fisher laid out nine negotiating principles that you should keep in mind as you build and grow your business.

1. Set the tone early.
You want to offset any bad rumors and be honest and truthful. This will set the negotiations up for long-term success.

2. Use “human factors” and be open about feelings and motives.
This is key to building trust.

3. Avoid presenting too many issues, highlight the strongest ones.
Keep focused on your primary goal.

4. Avoid deadlines, lessening the chance for needless concessions.
False or artificial deadlines create a sense of urgency that may be great in a sales letter, but can put undo stress on a negotiation.

5. Summarize frequently: this enhances understanding.
Repetition always increases learning and understanding.

6. Present arguments calmly, without personalization, and make sure they are logically supported.
Anger and other strong, negative emotions, have no place at the negotiation table.

7. Avoid use of personal opinions in arguments.
Stick to the facts — this places you in a much more strong position.

8. Avoid ultimatums and other forms of non-negotiable demands.
This can come off as childish and often backfires.

9. Admit, when appropriate, the validity of the other party’s arguments.
This is another key trust builder!