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Shell suggests that during a negotiation, your goal should be the most aggressive bid for which there is a reasonable argument. You should be able to justify your expectations to the other side with a straight face. It doesn't necessarily have to be the number for which there is the best argument, but there should be a reasonable argument to support your expectations.
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How should you determine where your goal should be? Shell argues that your goal should, in most cases, be the most aggressive bid for which there is a reasonable argument. You should be able to justify your expectations to the other side "with a straight face." On the contrary, it doesn't have to be the number for which there is the "best argument," just a reasonable argument.
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