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Effective Negotiation without Emotion

When I am negotiating with a strategic partner I tend to give in too much. I see no need to go back and forth when I feel I am being reasonable, yet I often get no "give" from the other side. How do I push back in the right way? I do not expect everything I want, but I do not accept "this is the way our company does things". I want to avoid going over someone's head in the org chart to get what I want, but that is where I get to often times. Also, being pleaant and honest seems to get me nowhere. I am diappointed that I need to change my tone and argue (no have deliberative conversation) to get to what is benefucial to both sides.  I would love some advice. Notice, I am not posting this as "anonymous". Many of you know me in this community, and I am hoping that will insipre you to share your thoughts.

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