Secrets of Power Negotiating by Roger Dawson
  • Title: Secrets of Power Negotiating
  • Subtitle: Inside Secrets from a Master Negotiator
  • Author(s): Roger Dawson
  • Publisher: Career Press; Anniversary edition
  • Year: 2021-10-01
  • ISBN-10: 1632651963
  • ISBN-13: 9781632651969


“Secrets of Power Negotiating” by Roger Dawson is a highly practical and insightful guide to mastering the art of negotiation. With over 30 years of experience in teaching negotiation skills, Dawson offers readers a comprehensive toolkit of strategies and tactics that can be applied in various negotiation scenarios, from business deals to personal relationships. The book emphasizes the importance of preparing for negotiations in terms of understanding the other party’s needs, wants, fears, and weaknesses. Dawson breaks down the negotiation process into easy-to-follow steps, providing readers with practical advice on effective communication, bargaining techniques, and creative problem-solving. Through real-life examples and case studies, this book offers valuable insights into gaining a competitive edge and achieving win-win outcomes in any negotiation.

One of the key strengths of “Secrets of Power Negotiating” is Dawson’s ability to simplify and demystify the negotiation process. His clear writing style and engaging anecdotes make the book accessible to readers of all levels of experience. Additionally, Dawson’s emphasis on the importance of assertiveness and mutual respect in negotiations sets this book apart from others in the genre. By understanding the underlying psychology behind negotiation tactics, readers are empowered to approach negotiations with confidence and skill. Whether you are a seasoned negotiator or a novice, “Secrets of Power Negotiating” provides invaluable strategies and techniques that can be implemented immediately for improved outcomes in any negotiation setting.

Book Review

Roger Dawson’s “Secrets of Power Negotiating” is a comprehensive and practical guidebook that equips readers with the essential skills to excel in any negotiation scenario. Drawing upon his extensive experience as a negotiation expert, Dawson presents a wealth of advice, techniques, and real-life examples to help readers understand the dynamics of negotiation and emerge as confident and successful negotiators.

One of the standout features of this book is Dawson’s emphasis on thorough preparation as the key to successful negotiations. He highlights the importance of conducting research and gathering information about the other party’s needs, interests, and potential weaknesses. He introduces readers to various essential concepts such as the “Negative Factor” approach, where he encourages negotiators to identify and address the other party’s concerns upfront. By doing so, negotiators can build trust and pave the way for mutually beneficial agreements. Dawson brings these concepts alive through engaging anecdotes, such as the story of a real estate agent who successfully negotiated a lower price for her client by accurately analyzing the seller’s motivations.

Throughout the book, Dawson provides readers with practical negotiation techniques that can be applied in different situations. He introduces the concept of “flinch,” where negotiators react dramatically to an initial offer, indicating dissatisfaction and potentially leading the other party to reconsider their position. This technique helps negotiators create room for further concessions and better outcomes. Dawson supports his explanations with real-life scenarios, such as a car buyer employing the “flinch” technique to secure a substantial discount on the vehicle’s price.

In addition to specific tactics, Dawson emphasizes the importance of effective communication during negotiations. He introduces the concept of “repeating the question,” which involves rephrasing the other party’s statements or questions to gain clarity and buy time for formulating responses. This technique allows negotiators to gain control of the conversation and ensures that everyone involved is on the same page. Dawson provides a relatable example of a negotiator responding to a challenging question during a job interview by repeating the question and using the time to formulate a thoughtful and persuasive response.

What makes “Secrets of Power Negotiating” stand out is Dawson’s ability to balance assertiveness with respect for the other party. He highlights the power of finding win-win solutions, which not only satisfy the negotiator’s interests but also address the other party’s needs, ultimately creating a more fruitful and sustainable outcome. By integrating examples of successful negotiations from various industries and everyday life, Dawson demonstrates how both parties can benefit. Through these stories, readers learn that negotiation is not a zero-sum game but an opportunity to collaborate and find common ground for long-term success.

Overall, “Secrets of Power Negotiating” is a well-organized and insightful guide that offers practical strategies, effective techniques, and relevant examples to enhance negotiation skills. Whether you are a seasoned professional or a beginner, this book equips you with the necessary tools to navigate negotiations with confidence and achieve meaningful outcomes. With its engaging writing style and actionable advice, Dawson’s book is a valuable resource for individuals looking to boost their negotiation prowess and create win-win situations.

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Target Audience

The book “Secrets of Power Negotiating” by Roger Dawson is targeted at individuals from various industries and walks of life who are interested in improving their negotiation skills. It is recommended reading for the following audiences:

  • Business Professionals Whether you are an executive, salesperson, or entrepreneur, negotiation skills are vital for success in the business world. “Secrets of Power Negotiating” provides practical techniques and strategies that can be applied in various business negotiations, from securing lucrative deals to resolving conflicts within organizations.

  • Sales and Marketing Professionals Negotiation plays a crucial role in sales and marketing, and this book offers invaluable insights into building rapport with potential clients, understanding their needs, and closing deals on favorable terms. Dawson’s real-life examples and actionable advice make it an essential read for professionals in these fields.

  • Legal Professionals Negotiation is at the heart of legal practice, and lawyers can greatly benefit from the strategies outlined in this book. Whether it’s negotiating settlements, contracts, or agreements, “Secrets of Power Negotiating” equips legal practitioners with effective techniques to achieve favorable outcomes for their clients.

  • Personal Relationships Negotiation is not limited to professional settings, and this book also accommodates readers seeking to enhance their communication and negotiation skills in personal relationships. The principles discussed can be applied to family matters, resolving conflicts with friends, and even negotiating with children or in romantic relationships.

  • Individuals Seeking Personal Development Effective negotiation skills go beyond specific industries and can have a transformative impact on one’s personal and professional life. Anyone looking to improve their communication, problem-solving, and influence abilities will find “Secrets of Power Negotiating” to be a valuable resource.

In conclusion, “Secrets of Power Negotiating” is recommended reading for a wide range of audiences due to its practical advice, comprehensive coverage of negotiation strategies, and diverse real-life examples. Whether you are a business professional, salesperson, lawyer, or simply seeking personal growth, this book provides essential tools and insights to become a more skilled and successful negotiator.