The objective is to discover what each party really wants so that you can understand the actual needs of the parties and seek to create multiple options to help reach an agreement. The principle is to realize that there are many ways to reach a final agreement. The basis for successful negotiation is to be highly flexible and prolific in generating options. Effective negotiation requires that the intentions of all the parties be acceptably satisfied. Initially, this element may seem ironic.
Somebody has to give while the other receives.
According to traditional game theory, every gain by one party must equivalently correspond to a loss by the opposing party. While this outcome may apply to certain types of games, it has no place in successful negotiations. Without planning and gathering information, you will be at a disadvantage in any negotiation. All other things being equal, the negotiating party with the most knowledge and information about his or her opponent has the advantage. Preparing for a license negotiation Prepare for the license negotiations by establishing your opening, target and bottom-line positions.