It is too emotional to deal with one's intention. What does that mean? Negotiating for oneself often carries some emotional baggage that might hinder the influence of what the negotiator (you, in this instance) is trying to do.
Of course, there's the chance the negotiator is not good or effective enough that can still affect the outcome of the negotiation. One is always passionate for one's own interest. But, being over-passionate can come across as hard sell or hard-up sell. When you want something too much, the other side will have the upper hand or might feel pressed and need to backoff. The other party might reject your advances. So, one can try to get someone else to negotiate for oneself if the self-negotiation spells less positive outcome if one deals with it alone.
So how?
If you are negotiating with A, do you know A's friend or trusted buddy. Talk to A's buddy and get him to negotiate for you. The rapport the buddy the buddy shares with A can help to mellow down the blockages.
A can be a property seller. A can be your daughter. A can be someone who is your boss or someone who might have a negative impression of you and you are trying to put right that impression. A can be anybody.
The negotiator can be the seller's friend, your daughter's friend, your boss's trusted confidante or colleague, your enemy's friend - A reasonably good and trustworthy friend.
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Other negotiator books will tell you to understand the needs of the person you are negotiating with... but this is not covered in this discussion here.
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