Some negotiations may not go your way. Even seasoned professionals don't win them all.

So what went wrong? Take the time to figure out what you could've done better. Maybe someone on your team wasn't flexible enough. One supplier recounted its recent failure to secure a major client that wanted a project done for a 50% lower fee, in a third less time and for more staff. The supplier and buyer refused to yield on anything, so both walked away with no agreement.  

Looking back, that supplier could've moved its position on the number of people, the duration (by changing the scope of work) and other factors, which may have sealed the deal. And the buyer could've been more realistic in its demands. An open dialogue on their true needs may have uncovered variables that would've made the deal more attractive to both sides. But remember, if a proposal isn't acceptable under any circumstances, then the best position may be to walk away.

The lesson here is to be careful about having too many musts and items that are out-of-bounds, because you'll eliminate any circumstances for agreement, and the other side won't be able to give you what you want.