Even though you have invested a lot of time and resources in the negotiation, if there is something in the potential agreement that will hurt your company, you must be ready to close it down. You must not reach an agreement “at all costs;” there are some costs that are too dear.
Once you have walked away, remember the reasons that the deal was not in your best interests and do not consider the breakdown a personal failure. Instead, learn what you can from the experience and move on. What you take away in lessons learned is one positive aspect of saying no.
The other is that, if you have respected the other party throughout the negotiation and earned their trust, you can continue the relationship with your client. Who knows? There may well be opportunities in the future to work together.
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