Negotiation is the middle ground between capitulation and stonewalling, a back-and-forth between two parties trying to reach agreement. If a price or other term is non-negotiable, there is no give and take, just “take it or leave it.” You may think you are negotiating, but if the other side isn't playing, you aren't either. Regardless of the industry, situation or product, the two most common mistakes negotiators make are - they give ground too easily and they get nothing in return. When dealing with tough customers it is even more important to be able to defend your position and bargain for reciprocal concessions. NEGOTIATING WITH TOUGH CUSTOMERS provides proven methods for holding your ground against (seemingly) more powerful negotiators. But it goes further, making sure that when you do give ground, you get equal or better value in return. Using a cooperative, collaborative approach in a hardball negotiation just doesn't work. Tough negotiators will play win-win, but only if they have nothing to lose. NEGOTIATING WITH TOUGH CUSTOMERS will make you a better salesperson by making you a better negotiator...and vice versa.