If a supplier engages in a tough negotiation and gets a great contract from a buyer, his task doesn’t end there.
Once the negotiation is complete the supplier also has to complete the task as promised and so is true for the buyer. The negotiator has to keep the post-negotiation scenario in mind as well.
In complex high level negotiations each negotiation has serious implications on many other current and future negotiations. One also has to remember that each negotiation adds to the personal prestige of the negotiator and in current times where people are more connected than ever, impressions matter a lot.