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Foreword
Prologue
Part I. Become an expert: master the five golden rules of negotiation
1. The crucial prerequisite
2. How to set your initial offer
3. How to respond to the other party's initial attacks
4. Never make a concession without getting something in return
5. How to avoid giving away more than necessary
6. How to guide negotiations to a successful conclusion
Part II. Become a guru: anticipate your opponent's moves
7. How to distinguish apparent demands from real demands
8. How to shift the balance of power between buyer and seller
9. How to avoid the traps of professional negotiators
10. How to analyze and exploit decision-making processes
Part III. Become a legend: develop exceptional negotiating skills
11. Get "the enemy" on your side
12. How to handle bluffs and detect lies
13. Dealing with difficult discussions, tactfully
14. "Take it or leave it": how to break the deadlock
Epilogue
Appendix: Carl Ritchie applies Margaret Peake's advice
Notes
Index.

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