How much do you lose in a failed negotiation?
It's not just the immediate value of the current deal, but the potential benefits/business that could be generated in a long term relationship.
This is called as
Everybody loves a bargain.
It gives us a sense of accomplishment. Never mind if the resultant gain is marginal, it's like being in an argument - one must have the last word even if it strains the relationship. Curiously, have you noticed
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