This chapter introduces a model of the Win-Win Negotiation process.  This is the same model featured in the book The Win-Win Negotiator, which I coauthored with Brian G. Long.  After an explanation of the model, I will show how it applies directly to the selling process.

As you look at the model on the next page, the first thing you should notice is that it is circular.  This is because negotiation is a continuous process.  You have to remember that you are dealing with people and that you cannot turn human feelings and emotions on and off like a light switch.  Once you begin negotiating with another human being, you continue to do so until you terminate the relationship.

The second thing you should notice about the model is that there are four parts.  PRAM is an acronym for these four steps of negotiating: Plans, Relationships, Agreements, and Maintenance.  Let’s take a look now at each of these four steps.