05/28/2026
Negotiation is often misunderstood as a back and forth over price, but it is really a conversation about priorities.
Each side is trying to protect what matters most to them. Sometimes that is timing, sometimes it is certainty, and sometimes it is financial.
Understanding those priorities creates better outcomes.
The goal is not just to win. It is to reach an agreement that makes sense for both sides.
That is where the strongest deals are built.