In many deals and negotiations, much time is spent on price. One side negotiating for the highest amount they can receive and the other negotiating just as hard to keep the number as small as possible. And while I won’t say this isn’t important, because it certainly is, often the actual dollar amount may not be the most important issue on the table, and sometimes even when it is the most important, there are other variables that are equally important or almost as important that can be major influences in the final outcome. We have all heard stories of the person who refuses to settle for a large amount of cash, because what the person really wants is for the other party or side to admit to wrongdoing and apologize. For a person such as this, the principle of the thing really is the most important, and money does not matter. There are other circumstances where issues other than money will make or break negotiations and in the end can be the factors in making better deals.

I have seen episodes of “Shark Tank” on television where the Sharks offered to purchase the name, or the entire business, and then license the idea out to other manufacturers and so forth, and besides the initial cash offering, provide a continual royalty to the seller for life on all profits the idea makes. Some people have accepted such an offer, and others have refused because they wanted to remain a part of the business they helped create. While selling everything and accepting a continual royalty very well might have made them rich, it was not enough. For some people, being a part of the businesses growth and daily activities was more important that just making money. These people were willing to walk away to find other resources and continue their dream, which was not necessarily money, but the pursuit of their creation.

At other times, things other than cash can turn out to be worth many more times that which is anticipated. Any one who has ever watched “I Love Lucy” reruns on television added to the net worth of Lucy and Desi, or their estate after they were gone. During the negotiations for the show, Lucy and Desi negotiated for the right to rebroadcast the shows at a future date. At the time reruns were virtually unknown, because who would want to see a TV show more than once? The rights seemed worthless to the network, so the readily agreed to that part of the deal. An issue that wasn’t money sure made Lucy and Desi a lot of it.

There are many things that can be negotiated other than money. That’s often what expanding the pie is all about. The creative negotiator will keep money in mind, but look for the other issues to negotiate the best deal possible.