Meeting of the Minds


The NEGOTIATION PROCESS is the most sensitive phase of the commercialisation process. This is where the character, style, culture and image of all parties are on display. It is the PHASE in which success is dependent on how well, to date, you have:

  • developed RELATIONSHIPS with your customer(s); and
  • prepared OPTIONS and strategies

The success of the negotiation for both parties will, ultimately, be determined in the OUTCOME PHASE – the last phase of the commercialisation process.

The aim of the Negotiation Phase is to manage the negotiation process. To reason with and persuade the other party of your position, and to manage conflict and tactics, at all times having in mind ‘the picture’ or the shape of the agreement you are seeking to secure.

RONO™ does not focus on myriad ‘tactics’ which can be employed in a negotiation. There is ample available literature elsewhere covering tactics used in negotiations and conflict management.

Finally, the duration of the NEGOTIATION PROCESS can vary depending on the size and complexity of the transaction, the preparation, the skill and style of the respective negotiation teams, changing circumstances and the cultural background of the negotiating parties.

RONO™ Advocates

RONO™ advocates that, by conducting a negotiation in a style which is non-personalized, flexible and positive, you are assured of a lasting RELATIONSHIP with that customer.
RONO™ advocates that you are well prepared with strategies and options which focus on arguments and reason can be confident of a successful OUTCOME with your customer.
The RONO™ personality is to ‘be yourself’.

Expected Outcomes of the Negotiation Phase

The expected outcomes of the Negotiation Phase are:

  • for the parties to openly discuss all aspects of the commercial arrangement that both wish to conclude.
  • for the parties to debate, influence, and seek understanding of all aspects, including terms and conditions, of a commercial arrangement which is intended to result in an outcome acceptable to all parties.
  • to narrow down and identify the common ground which may ultimately form a basis leading to an agreement in the OUTCOME PHASE of the commercialisation process.
  • to maintain a mature, logical and structured approach in the NEGOTIATION process, so as to win customer respect, set a standard in negotiation and enhance inter-party RELATIONSHIPS in a positive manner.
  • to further enhance the relationship of the negotiating parties.