"Yes" is what we all strive to make another person say. The objective of negotiating is to inspire or coerce the other person to agree to your terms. Persuading others is the art of the process.
People can be motivated by many things. Simple fear, a desire to be liked, respect for the other person, or simple avarice and greed. Each are motivators in a negotiation.
In most negotiations we assume that the prime motivators are avarice and greed. It is the use of other, less obvious motivators that makes the difference between those who barter and those who negotiate. Bartering is an exchange, typically a fair exchange of like value. Negotiating has the potential of creating value from the process. It is much like making 1+1=11 rather than 2.
