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Negotiation Boot Camp: How To Resolve Conflict, Satisfy Customers, and Make Better Deals
By Ed Brodow
256 pp. New York: Currency Doubleday, 2007
Hardback (US) $19.95
Ed Brodow is a negotiation writer and trainer who has been a regular contributor to The Negotiator Magazine and to a wide variety of media resources on the field. His work has appeared in print media such as the Wall Street Journal, Washington Post, Smart Money, and Selling Power as well as through his appearances as a guest on broadcast media, including Inside Edition, PBS and Fortune Business Report. This is his third book on negotiation.
Mr. Brodow is a graduate of Brooklyn College (New York), a U.S, Marine Corps officer and worked in corporate sales for IBM and Litton Industries as well as a T.V. and movie actor before moving to negotiation training. This writing is the product of his work in negotiation training. For more on Ed Brodow you may visit his website at www.Brodow.com.
This book is intended to deliver an understanding of the key elements in the field as if the reader was enrolled in a boot camp, or basic training if you prefer, in negotiation skills. It does the job well, leading the reader through twelve chapters, each of which builds upon the others to introduce the student to the essential attributes and skill sets of an effective negotiator. What it lacks, however, are the chapter reviews and the practice sessions and self tests of many tutorials.
Brodow begins his instruction by focusing on what he calls “negotiation consciousness,” a term he defines as the “mindset of people who make deals” (p.11). Persons with “negotiation consciousness” are assertive individuals who are willing to challenge others. For them, “everything is negotiable,” because they make it so. These individuals recognize that “prices are not chiseled in stone” and operate on that assumption (p. 138). To prove his point, Brodow describes his televised experience in negotiating a discount price for a host of items normally thought of as sold at fixed prices. It is a powerful illustration of his core premise as the essential foundation for the effective negotiator and for this book.
If “everything is negotiable,” the student negotiator then only needs to learn the elements that make up the negotiation process. Brodow’s boot camp quickly moves into that phase of the process. The author introduces the reader to the essential steps in the process, focusing on a wide-range of tested negotiation elements. The reader learns the
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