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In the context of negotiation, having a 'reasonable argument' means having a justification or rationale for your position or proposal that is logical, fair, and can be defended convincingly. It doesn't necessarily have to be the strongest or the best argument, but it should be plausible enough to be taken seriously by the other party.
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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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Ever wonder what makes a great negotiator? Read this book summary to learn about the latest social science and psychology research on negotiation. Get...
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