Edge is the negotiation advantage you get when you know the other side’s motivations, objectives and requirements.

To gain negotiation advantage, it is imperative that internal and external planning and fact-finding activities for either side be comprehensive, leaving as little to chance as possible. A business entering negotiations with a potential customer will plan early and often, engaging a competent, cross-functional team to explore as many questions as possible about the negotiation motivations and objectives of both parties. Not only does a seller need to understand the buyer, but a buyer also needs to understand the motivations and measurements of the seller. This way they can understand what the seller needs to make the sale successful for them.