As a practice, negotiation doesn't enjoy the best of reputations. The word itself summons up a menu of bad feelings, and it's no wonder. One-upmanship and turf battles, hidden agendas and covert deals, back-scratching and power plays have all been conducted in its name. There's another way to look at negotiation, though, a way to use interpersonal skills to reduce the conflict it can evoke and to let both sides gain something from the process. Here's how you can use the personal element to transform negotiation.