So during a negotiation, when you know the other side is wrong in how  they are viewing the world, what do you do? 

If you are like most of us,  you probably have a tendency to try to use your negotiation styles and  negotiating techniques to correct the other side’s perceptions. You may  lecture them about why you’re right—and they’re wrong. The problem with  doing this is that we know that this conflict resolution approach usually fails to resolve the conflict and often will only makes it worse. 

What we really need are some  conflict resolution strategies that can help us to get out of situations  like this.