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Fight or Flight?

Tips for knowing when to go at it and when to give in.

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This story appears in the November 2006 issue of Entrepreneur. Subscribe »

When you're the little guy, you have to be realistic. Chances are you won't have the time or leverage to negotiate everything you'd like. Pick your battles wisely.

Start by putting yourself in your opponent's shoes. Big businesses often say no based on "policy." These internal rules keep them running smoothly. Understand this if they declare certain requests off-limits.

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