"They'll never go for that." Are you sure? Or is it your self-fulfilling--and potentially self-defeating--prophecy?

Never assume what those on the other side will or won't do. For example, if you're a buyer who doubts that the supplier will agree to a modest 2% price hike for the coming year (a wish-list item), you could ask, "Under what circumstances could we be given a 2% increase for the next 12 months?" The supplier might okay this price as long as you sign a two-year contract--which may very well suit your company's requirements.

So don't negotiate with yourself in an attempt to figure out the other party's point of view. Think about the right questions to ask. (See tutorial, Tune in to the other side's perspectives.) The answers may surprise you and open up additional options for achieving your goals.