Negotiation tactics often involve intimidation, based on the idea that if you appear to be the stronger participant the other party in the negotiation will bend to your will. In reality, you need to show appreciation and try to make a friend rather than act as an aggressor. That way makes it much more likely your target will want to meet your terms.
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Entrepreneur (and Googler) Dan Shapiro argues you can gain power in a negotiation in unexpected ways. You want to feel appreciated in a negotiation, so why not do the same for the other party? Listen to them, value their input and time, and they'll see you think they matter.
Consider your emotional connection with them (and their company, when relevant), too. Whether you're negotiating salary at a job you like or the price for a used smartphone on Gumtree, this connection makes a difference. Figure out what kind of person are you meeting with as best you can so when you negotiate you can appeal to the connection between you both.
These are just a couple of things Shapiro suggests you consider before entering a negotiation in order to come prepared. For all five, check out the full post on Big Think.