Whatever your profession, success depends on the ability to negotiate effectively. But what is the right way to negotiate? First, says G. Richard Shell, a negotiations expert at the Wharton School of Business, don't look for simplistic formulas. Each of us has our own bargaining style: some are confrontational and competitive, others prefer to co-operate. Shell shows how to develop a negotiation approach that builds on, and gains strength from, our individual characteristics. Outlining the six psychological factors that lie beneath each negotiation, he gives a step-by-step guide to using the tools we feel most comfortable with to attain our goals. Our skills grow as we learn to use each transaction as an opportunity to be more effective. Above all, Shell demonstrates that being yourself when you negotiate is the sure way to come out top.