We speak out openly, train and act according to what is necessary in reality to win.


We want to win – every time! That is our maxim. A compromise is anything but a victory – how else would you explain the sharing of points in sport when there is a draw? Just as in sport, here we mean ‘winning’ as deciding a competitive situation in your favour. And tricks, delays and bluffs are perfectly acceptable. You must surely know the expression: ‘The smarter team won the game’! There is nevertheless, in negotiation as in sport, always a moral line: never cheat. That is something we reject categorically.

We speak openly and we train and act in accordance with what is in reality necessary in order to win.

If you negotiate, you have adversaries.


Even calling your negotiation partner your counterpart is not the truth of the matter. In relation to the negotiation, your counterpart is your adversary – even if you know them outside the negotiation or perhaps are even friendly with them.

It is the same in sport, where people speak not of the partnership of teams, but rather of opponents – then after the game they shake hands. It is essential to be aware of this. Professional negotiators look only objectively at the content of the negotiation, and focus themselves on this.



If you negotiate, you must aim to win.


In many countries, the term ‘compromise’ has a negative connotation and suggests defeat. A compromise simply means that both sides lose. In our consulting and seminars, we will never define a compromise as an objective. Nor would we ever set out to achieve a win-win situation.

Generally speaking, somebody who always wants to win is regarded as ruthless, arrogant and unscrupulous. Professional negotiators, on the other hand, win through emotional self-control, friendliness, charm, respect and tactical empathy.



If you negotiate, you want something from your adversary.


Somebody who wishes to negotiate and to win must bring their adversary to a point at which they must do something against their own interests and intentions. Let us be blunt: we want to manipulate our opponent. Why is the expression ‘manipulate’ normally regarded as something malicious or negative?

The actual definition of manipulation is: ‘to influence something or somebody in order to direct the person in a particular direction.’ That is what any negotiator wants – to direct the other in their own direction! To do this one must proceed with psychological intelligence and strategy.



If you put your cards on the table, you lose the game.


Putting your cards on the table is regarded as fair, honest and honourable. But in negotiations, it is a fatal error. Who would openly tell their negotiation opponent the lower price limit or their own production costs? Who would let their opponent know their objective?

A professional negotiator does precisely the opposite..