Just because you can get what you want doesn’t mean you should. The best negotiators achieve their goals and find a way to benefit everyone.
When companies negotiate, they are often looking for sources of advantage in the negotiations that give them power to control the outcome. That power might come from having a desirable resource that is valuable to the negotiation partner. It might come from having an acceptable best alternative to a negotiated agreement, so that walking away from the current negotiation is a possibility. Or it might come from having less time pressure on reaching an agreement than the negotiation partner.
