As a master negotiator for more than three decades, Herb Cohen is "the guy the pros go to." Here with wit and wisdom, Herb reveals his conceptual canopy—a step-by-step approach for establishing and maintaining mutually satisfying long-term relationships. Emphasizing the importance of style (manner and means) over substance (terms and conditions), and using recognizable anecdotes and examples, you will learn how to transform an opponent into a genuine partner. Herb covers the "nuts and bolts" of building optimal relationships: opening with commonality, saving zero-sum issues for last, obtaining reciprocity, gaining investment, and the necessary closing criteria. Learn what is most important in the bargaining process and how to win—or compromise—with the most effective strategies ever conceived.