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Rule Number 12 Smile and Say ‘No!’ until Your Tongue Bleeds

Attributed to Harvey Mackay in his pithy book “Swim With The Sharks Without Being Eaten Alive”, I like this adage because it is, like many other aspects of negotiation, so counter-intuitive.In his view (and ours), you’ll be amazed how much the terms of your deals will improve when you learn to say ‘No’.

However, there is a heck of a lot more to this expression than first meets the eye.

Rule Number 11 Understand the Power of Silence in a Negotiation

We live in a world of noise where silence has almost ceased to exist. A significant majority of people are uncomfortable with it and seek to fill it even with mundane background noise. We regularly see this manifest itself in countless businesses where we see people in meetings and negotiations talking too much, tripping over themselves to ‘lead the conversation’ or to interject as soon as the other person pauses so that they can post their arguments. It is as though silence is to be avoided and immediately filled...

Rule Number 10 Be Prepared to Walk Away from the Table Without a Deal

There is nothing quite so empowering to a negotiator that knowing that they can walk away from the deal if necessary. This hugely important factor enables them to be assertive on their goals, confident that if an acceptable deal is not reached, they have an alternative option. Similarly, the other party will sense this too and will be commensurately wary of pushing too hard. Unfortunately, the opposite is true too! Having no alternative, such as in a monopoly situation, can leave you in a very vulnerable position.

Rule No. 9. “Give away nothing for Free”

When negotiating, a good mindset to adopt is the one that says everything has a value and that nothing should be given away for free.Yet, far too often well-intentioned or naïve negotiators give away items to the other party when they need not.The irony being that by giving it away too easily, its value becomes much diminished for the recipient.

Rule Number 8 "Learn to Communicate"

To negotiate people must have the ability to exchange ideas, concerns, proposals and arguments – in short, communicate effectively.

Rule Number 7 "You Will Reap That Which You Sow"

In negotiation, and in life, everything that you do has repercussions – actions have consequences. It comes back to you one way or another.

Rule Number 6 "People Buy From People – So, Understand the Three Types of Proof Used By Persuasive Speakers"

Absolutely fundamental to negotiation is our ability to persuade others to accept our view.

Rule Number 5 "All customers / suppliers have a different value to you"

“There are, of course, many ways by which sellers can categorise or segment their customers. By far the most common is size or revenue, but this is simply not adequate if you want to determine how to manage a relationship or how to negotiate with a customer. ”

Rule Number 4 "Clarify and Understand your own Value Before you start"

“Value is the extent to which a product or service is perceived by the other party to meet his or her needs or desires, measured by their willingness to pay for it. It commonly depends more on their perception of the worth of the product than its intrinsic value.”

Rule Number 3 "Know your enemy and know yourself" Sun Tz

There was no greater war leader and strategist than Chinese military general Sun Tzu. His philosophy on how to be a great leader and ensure you win in work, management, and life is often quoted – for good reason. Sun Tzu also states the “Every battle is won before it is fought” – a point we picked up in our Rule No2.

Rule Number 2 Negotiations are won in the planning, preparation and rehearsal, not at the table.

In our experience, only one third of the delegates attending our programmes spend more than one hour planning, preparing and rehearsing for a negotiation. Often this is done in a café, taxi or train en-route to a customer, or in a rushed pre-meeting, which is prone to regular interruptions, just prior to a key meeting with a supplier!

Rule Number 1 If you do not ask – You will not get!


Young and Rubicam

February 2015

NewDawn hosted a programme for Y&R’s own staff and some sister WPP agencies in February 2015 on the topic of post-contract customer management.

"We had nothing but positive feedback" (Vera Doninck, Talent and Marketing Director)

J W Froehlich

February 2015

NewDawn have been appointed to assist the business in improving the financial performance from the supply side of the business. Initial activity started in May 2015.


December 2014

NewDawn have been appointed on 2 projects: One to coach the new head of Procurement in France; the other is the provision of live project support and advice to Telehouse on an ongoing project.

Telehouse, one of the world’s la...

November 2014

Telehouse, one of the world’s largest providers of data centres, selects NewDawn to provide negotiation awareness and effectiveness training during September and October.

“The content and delivery were excellent. The tools given to us will be of great value when applied in our daily jobs. The learning outcomes from this course are huge compared to where we started from”

NewDawn provide live consultancy...

October 2014

NewDawn provide live consultancy support to Allergan in negotiation projects with prospective new clients.

NewDawn are delighted to announc...

September 2014

NewDawn are delighted to announce that Mark Henderson joins as a partner of NewDawn with effect from 1st Oct 2014. Mark Henderson is one of the best consultants and leaders we have ever come across in our sector. He will enrich our knowledge base as well as the services and value we bring to our clients.

Support for Suncor in Canada

August 2014

Support for Suncor in Canada to develop an innovative commercial approach for a major new project due to start production in 2017 in order to get the project to a suitable ROI to pass the investment criteria in the company.

SAS London, digital marketing an...

August 2014

We’ve had very positive feedback on the MSC training”. Georgie Manning-Harris, People Manager MSLGROUP

We are privileged to have worked with some of the best global, regional and national companies. Here is a snap shot of some of those companies:

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