The Negotiator Magazine

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The rest of Iwar Unt’s work explores the advantages of the cooperative approach, illustrates how value can be created and hopefully motivates the reader to employ its lessons in negotiations. It is a significant task and Unt handles it with great skill and clear examples of negotiating strategy and techniques to accomplish added value negotiating.

Mr. Unt explores his topic from the perspective of a buyer negotiating a purchase agreement, then shifts to the perspective of a seller and concludes his work with an advisory section on how to negotiate. It is an effective method.

The first section, the buyer’s perspective, leads the reader through preparing a request for a quotation, evaluating the responses, preparing for negotiations and the actual negotiations themselves. Along the way, Unt explores the ethical and moral issues of dealing with information in vendor responses. What does the buyer do with critical information in the proposals? Does the buyer keep it confidential or does the buyer share it with other vendors when it may be to their advantage? What are the consequences of either course?

He then turns to the buyer’s preparation for negotiations. We explore strategies, tactics and most importantly the search for creative options that may be employed to find ways of creating added value in the process.

The buyer must assume, Unt states, "that any solution ... is open to improvement" (p. 50). It is the buyer’s essential role, therefore, to search for possible ways to create added value and to divide that value before the negotiations begin. This is the key step so often neglected by negotiators.

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