Just like you, your negotiation opponent has already come up with their own primary and secondary goals. You have to put yourself into their shoes then. What are their goals? Write down everything and order your conclusions according to their priorities. Compare your goals to theirs and try to answer some simple questions.
- Can your opponent agree to your best possible result?
- What are the concordances?
- What conditions can they accept from you?
- What conditions can you accept from them?
- What objections do you think your opponent will have?
- What are your opponent’s best options if you cannot reach to a common agreement?
Evaluating your opponent strengths and weaknesses
I believe that there is plenty of information to find, such as the market position, financial situation, capacity, competition, plans and potential changes. On the other hand, you have to consider your personal goals too, such as economic utility, comfort, recognition, personal preferences, hobbies and safety. Your opponent’s goals are just as important, not to mention about the hidden goals.