Most people's views about negotiation are summarized as follows: It's unpleasant, combative, often hostile, and at times, insulting. These ideas come about through history of unpleasant or unsuccessful negotiation. As a result, most people don't like to negotiate. Carving out a deal takes energy and consideration. That's why most people don't reach the best agreements they could have. It takes time, it takes effort, and it takes skills. Even if you have the time and the desire, without those skills you're going to run into trouble. Let's look at an example. Dana lacks negotiating skills, and, like a moth to a candle, she's off to negotiate a car deal. Dana's about to get burned. Dana and Lisa and the