It is therefore important to determine how your counterparts view the purpose of your negotiation. If relationship
negotiators sit on the other side of the table, merely convincing them of your ability to deliver on a low-cost contract may
not be enough to land you the deal. You may also have to persuade them, from the very first meeting, that your two
organizations have the potential to build a rewarding relationship over the long term. On the other hand, if the other side is
basically a contract deal maker, trying to build a relationship may be a waste of time and energy.