How to Negotiate With Different Demographics

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Small business owners have to be involved in many different levels of negotiation. A good negotiator is a prepared negotiator, not necessarily at the table when negotiations begin. Building relationships is very important to me in running a small business. And I was able to source the equipment and keep us on track.

How can we get better at negotiating? We hear from a butter maker and entrepreneur about a sensitive deal she recently navigated and then use that experience to draw out the principles and practices essential to any negotiation. Ashleigh Shelby Rosette, a professor who studies and teaches negotiations, gives advice on achieving our objectives in a deal, no matter the context.