Win-Win Negotiation – What Does That Mean Exactly?

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Win-Win Negotiation – What does that mean exactly?

The title of my book is “Think Like A Negotiator – 50 Ways to Create Win-Win Results by Understanding the Pitfalls to Avoid. We hear the term “win-win” overused at times. People wonder what it really mean anyway.

In my kind of negotiation – win-win means that both sides win. That means that both sides should want everyone to have a win in the discussion. Where profit is concerned, usually one side wants to get more profit and one side wants to give less.  In the job interview, the company wants to pay the least salary and benefits where the employee wants to get the most they can.  In relationships, we often want to compel someone to see our point of view. Now you aren’t going to get everything you want and the other side isn’t going to get everything they want, but as long as both sides feel good about the final result when it’s complete, that is a win-win.

The strategies in my book are meant to bring about positive results. They aren’t meant to be used as underhanded ideas to bully or harass or take advantage of anyone, although some may use it as such. Unfortunately we have unscrupulous people in the world which is one reason I teach negotiation, to enable others to see if someone is attempting to take advantage of them.

So when you are out there negotiating, remember to strive for the dual win. Build strong relationships and trust in the beginning, do your due diligence by preparing in advance and verifying the facts, and have open, productive discussions, get it in writing in the end, but always be willing to walk away if it doesn’t feel right, look right or sound right to you.

Keep Thinking Like A Negotiator!

Eldonna Lewis Fernandez
Eldonna Lewis Fernandez
Veteran negotiation and contracts expert Eldonna Lewis-Fernandez, author of “Think Like a Negotiator,” has over 30 years of experience crafting killer deals both stateside and internationally, many in excess of $100 million. She’s currently the CEO of Dynamic Vision International — a specialized consulting and training firm that helps individuals hone negotiation skills — as well as a nationally regarded keynote speaker, session leader and panelist on the Art of Negotiation. Eldonna may be reached online at


  1. Chris says:

    I first heard about you from the AoC podcast. In it you talked about your sister and buying a car. That was an example of win/lose. You see this in today’s marketing. People selling you things based on your wants and their greed.

    I haven’t read your book yet but it sounds interesting and it’s on my list. Looking forward to it.

    • Eldonna Fernandez says:

      Thank you for your comment. The negotiation itself was a win-win although it was a bit adversarial because the original deal was a win-lose. However, the final outcome was a win-win because the dealer got a new car back that they could still sell and my sister got out of a bad financial situation. Sometimes the win-win isn’t realized right away, especially if the discussions are a bit heated, but in the end, both sides won here in the long run.

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