The concept of trading for something of equal or greater value avoids value-detracting concessions and expands the opportunity for all. Learning this was a good first step in helping the Key Account Managers (KAM) at Nalco prevent value loss. They practiced expanding the financial pie of a negotitation by adding in as many value-creating elements as possible. A more in-depth analysis taught them how to prioritize and articulate the risks (terms and conditions) and investments (prices) for both sides.
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