When we negotiate, it’s all about winning. 

Our goal is  to use our negotiation styles and negotiating techniques to create a  deal that the other side will agree with and which is a win for us. We can define a “win” in a lot of different ways:  a lower price, a higher price, more time to deliver, delivery sooner  then expected, etc. However, somewhat surprisingly, not all negotiations  work out this way. 

Sometimes lose-lose is the way that you want to go.