I believe in cognitive approach to negotiations. My training material („Improving negotiating skills”) is based on that assumption. This means that both negotiators approach the situation with their own private theory of the issue at stake. The negotiations are really won, when the people are clever enough to enter the other's world of meanings and theories of the world. The key issue in the theory may be – understanding the specific situation, price, person involved, etc. This is why the better we know our business partners, the easier it is to fit the offer to what they expect. This is why companies should not save money on learning about their partners. I have written in this blog about situation where you know your business partner too well. You loose distance, instead of identifying with your own company, you identify with the partner's interests. In such situations quick intervention is necessary. You must realize who pays your salary and for what, but this is a different issue.
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