Jonathan Farrington explains why not all business is good business. He suggests a win-win is negotiation strategy is always best, but a loose-loose strategy is not necessarily bad. He is a fan of using the four social styles, or as he calls them - personality types (analytical, driver, expressive and amiable) as effective ways to build rapport in negotiation sessions. His three negotiation tactics are ones you will want to put in your bag of tricks. 

Jonathan Farrington is a globally recognized business coach, mentor, author and consultant, who has guided hundreds of companies and thousands of individuals around the world towards optimum levels. He is the Chairman of The Sales Corporation based in London and Paris.