7. Focus on the other side's pressure, not yours. We have a tendency to focus on our own pressure, on the reasons why we need to make a deal.
8. Show the other person how their needs will be met. Successful negotiators always look at the situation from the other side's perspective.
9. Don't give anything away without getting something in return. Unilateral concessions are self-defeating. Whenever you give something away, get something in return. Always tie a string: "I'll do this if you do that." Otherwise you are inviting the other negotiator to ask you for additional concessions.
10. Don't take the issues or the other person's behavior personally. All too often negotiations fail because one or both of the parties get sidetracked by personal issues unrelated to the deal at hand.