3.2. Why negotiation is necessary? 

As individual adults, we have to rely on our ability to negotiate to get what we want or need. There are many ways to win at negotiation, but they needn‘t be at the expense of others. In addition to gaining what you want – more money or a better price, for example – there are benefits to building a relationship through negotiation. 

Negotiation can reveal previously hidden opportunities for both sides: 

• in cases of conflicts inside an organization, negotiation can strengthen the structural links that exist between people and departments, and 
• in cases of negotiation between organizations, each side may discover that the other has useful strengths or resources and that both can benefit from an exchange or partnership