Sales & Distribution Management AssignmentGetting to YesGroup #4Aditya TomarAmit PandeyMohammad BilalJoseph JarardPaul NicholasSamiksha SahuAbout the Authors:The authors of this book have been working together since 1977 at Harvard. Roger Fisherteaches negotiation at Harvard Law School, where he is Williston Professor of Law and Directorof the Harvard Negotiation Project. William Ury, consultant, writer, and lecturer on negotiationand mediation, is Director of the Negotiation Network at Harvard University and AssociateDirector of the Harvard Negotiation Project.Summary:This book start with describing how Negotiation is a fact of life. Everyone negotiates somethingevery day. Standard strategies for negotiation often leave people dissatisfied, worn out, oralienated — and frequently all three. People find themselves in a dilemma. They see two ways tonegotiate: soft or hard. The soft negotiator wants to avoid personal conflict and so makesconcessions readily in order to reach agreement. He wants an amicable resolution; yet he oftenends up exploited and feeling bitter. The hard negotiator sees any situation as a contest of wills inwhich the side that takes the more extreme positions and holds out longer fares better.This book takes inspiration from Harvard Negotiation Project and developed an alternatesolution named as “Method of Principled Negotiation”. This method will help you decide issueson their merits rather than through a haggling process focused on what each side says it will andwon’t do.The method of principled negotiation is hard on the merits, soft on the people. It employs notricks ‘ and no posturing. Principled negotiation shows you how to obtain what you are entitled toand still be decent.Book states that why it is harmful to start negotiation with having strong position and arguingover positions is inefficient that endanger an ongoing relationships. And with the increase in theparticipants positional bargain is impossible. You choose either hard negotiation or soft but youend up losing something. Alternate to this is Method of Principled Negotiation which can beboiled down to four points1. Separate the PEOPLE from the Problem:2. Focus on INTERESTS, Not Positions3. Invent OPTIONS for Mutual Gain4. Insist on Using Objective CRITERIALater in part of the book we discuss some frequent doubt that may come in the book what if theother negotiator is too big to deal or they don’t apply the same rule as of you or they try to be ahard negotiator.With concepts like increasing the pie, looking at problem objectively rather than position, usingeffective communication, emotional diligence, knowing your BATNA, importance ofbrainstorming, inventing innovative options along with historical self-experienced exampleincreases learning from this book. This book should be read by the person particularly lookingcareer in sales or anybody who wants to improve his negotiation.Purpose:Getting to Yes illustrates a systematic strategy for coming to mutually acceptable agreements inevery sort of conflict. It is useful for all those who practice and think of negotiation at any stageof life. This book can be practiced in a wide range of negotiation decisions be it a father sonnegotiation over a vacation destination or a salesperson client deal over a software product.It offers readers straightforward and practical solutions to get to universally acceptednegotiations without being taken away. This book is an easy fast read and includes a variety ofinteresting examples and good advice, which makes it a resource for life.Theme:Firstly, the book highlights that the greatest barrier in successful negotiations is not the otherperson but us. It is our natural tendency to act in ways that do not serve the actual interests,According to the author if we learn to tackle ourselves it can turn into a great opportunity tounderstand and influence others. The author also has a solution for this – he advocates not to bereactive in these situations. The idea is to calm yourself, take a break, think through the situationand then give a reply. Most negotiations go awry because people react.Second concept the author advocates is understanding your BATNA (Better Alternative to aNegotiated Agreement). Most people think if they have second option have in mind which is notthe share of pie they want, it would increase the negativity and the person is bound to loose. Butthe author advocates that once you know your BATNA, you are more confident in yournegotiations since you think you have less to loose. This also does away with the cognitivedissonance one has when they actually negotiate to a lower agreement than they had thought.The example of a tourist guide in Mumbai illustrates the importance of knowing your BATNA.Third is – Putting yourself in others’ shoes. It is important to understand that other person’sinterest in the deal. The more you listen to the person, the more you know their interest and canbetter maneuver. It is also imperative to differentiate between the person and the situation. Youshould not attack the person rather the situation and any attack should be on the situation andshould be taken on the situation and on the person. The example of library illustrates thisbeautifully where the conflict was with people and not situation. An situational approach didsolve the problem.Relevance to selling field: All the themes are in fact relevant to the field of selling. The firstpoints towards putting our egos aside and not be reactive. The second point points tounderstanding the point till which we can go. The third point illustrates the interest of thecustomer which could lead to a relational deal rather than a transactional.Others:This best-selling 1981 non-fiction book is based on a method called principled negotiation with apurpose of reaching agreements without jeopardizing business relations. However the book is notanalytical and most of the arguments are based on anecdotes.. The models and frameworks usedwithin lack qualitative evidence and may not be applicable to practical situations. There andcertain problems that are inherent in a negotiation process which seems to be ignored by theauthors.The examples used to introduce new concepts are worthwhile. The book is relatively light weightas it is easy to read yet its concepts are comprehensive and effective. We recommend this bookto everyone who has to negotiate with someone.