Getting to yes is not the same as getting results. The business landscape of the 21st century has fundamentally changed. As our choice of suppliers, markets, employers, and partners has proliferated, businesses can no longer stay on top by negotiating short-term victories. Nor can any organization hope to navigate this complex economy by pursuing an endless cycle of zero-sum transactions. The key to winning unbeatable, long-term results is to negotiate solid long-term relationships. Until now, even the most enlightened negotiation books have focused on the signed agreement as their ultimate goal. But yes is often the easiest place to get. The other party will say yes to be polite or to make you go away when they feel cornered by forceful analytical arguments. The difficulty is in getting those same people to carry out their promise, fully, willingly and consistently. In short, unless you have built a mutually satisfying relationship you may never move beyond yes. Tra