Negotiating to win
Sounds harsh, but it's not really. It's actually the name of a class I took some years ago. It was a company sponsored seminar designed to help us learn how to make better deals for the company.
The main take away was that the best deal was a win-win deal, where both parties walked away feeling good about the outcome. The way to get to the win-win is to listen to the needs of the other party ... truly putting yourself in their shoes, so you could design a deal that meets their needs without compromising yours.