© 2013

The Trust Factor

Negotiating in SMARTnership

  • Authors

Table of contents

  1. Front Matter
    Pages i-xvii
  2. The 3-Legged Stool: Trust, Behavioral Economics, and Negotiation Competency

    1. Front Matter
      Pages 1-1
    2. Keld Jensen
      Pages 13-32
  3. Defining the Rules of the Games, Articulating a Negotiation Strategy, and Making the Pie Bigger

  4. Dividing the Bigger Pie, Making the Deal, and Defining the Future

    1. Front Matter
      Pages 165-165
    2. Keld Jensen
      Pages 167-201
    3. Keld Jensen
      Pages 235-247
    4. Keld Jensen
      Pages 249-254
  5. Conclusion

    1. Keld Jensen
      Pages 255-256
  6. Back Matter
    Pages 257-262

About this book


Offers deal-makers techniques to access mutually beneficial solutions that cannot make their way to the bargaining table without a cooperative strategy that enables the parties to together with mutual benefit and success.


behavioral economics business economics growth international business management Portfolio strategy trust

About the authors

Keld Jensen is founder and CEO of MarketWatch Centre for Negotiation A/S, a consulting and training organization that has worked with private industry and governmental bodies in Europe, Asia, North America, and Africa. His company has subsidiaries in Singapore and the U.K. A former Chairman of the Centre for Negotiation at the Copenhagen Business School, he teaches Business Administration, Management, and International Negotiation. He also teaches at other prominent Executive MBA schools worldwide as a guest lecturer including the Thunderbird School of Global Management (Phoenix, AZ), where he co-directs the eMBA program on negotiation. He is a frequent media commentator in Europe and the United States and blogs regularly at

Bibliographic information


'Trust is critical to effective negotiating. The Trust Factor is full of useful negotiation advice combining Jensen's impressive negotiation experiences with insights from behavioral economics and trust research. The book is clearly written and the advice is straightforward.' Daniel L. Shapiro, Ph.D., Director, Harvard International Negotiation Program and co-author, Beyond Reason: Using Emotions as You Negotiate

'Keld Jensen's book is full of great insights on how to build negotiation competency and develop long term relationships underpinned by trust. This book is very relevant for company executives who have business dealings in Asia where the TRUST Factor and the ability to connect ('Guanxi') must be established as key success factors between western companies and their Asian business partners.' Peter Woon, Vice President, Procurement and Supply Chain, Marina Bay Sands Pte Ltd

'A superb and deeply relevant book which is refreshing and thought provoking. This book will help build bridges between trading partners and highlights the unlimited possibilities for those who chose to adopt the principles of Negotiating in SMARTnership. I assure you that we at Deutsche Bank will employ this in our negotiations going forward." Joseph Martinez, Head of Global Sourcing, APAC, Deutsche Bank AG, Asia Pacific Head Office, Global Purchasing and Cost Management

'This book outlines a transition, from negotiation as an event, to negotiation as a process. In making that journey, it provides compelling evidence of the value that is missed by conventional negotiators and provides insights to a winning combination negotiation, trust and behavioral economics. Together, these elements generate new, value-add solutions that support sustainable and highly profitable relationships. Easy to read, practical to implement, substantial in its personal and business impact reading this book really is non-negotiable!' Tim Cummins, President/CEO of International Association For Contract & Commercial Management

'In The Trust Factor, Keld reminds us that our irresistible lure to a focus on results, and to "win" also narrows our focus so we can't see alternatives. Counter-productive practices like "bluffing" and over-reliance on data, feed a cycle of sub-optimal negotiations. Keld explores more rarified ideas such as: How do we find asymmetrical value? Why do people trust you? He provides a rich set of examples, tips, and tactics where you are sure to learn (or relearn) something that you can use tomorrow!' Dr. Dennis Baltzley, Senior Vice President, Executive Education, Thunderbird School of Global Management

'Anyone looking to be an excellent negotiator must read this book. Keld has completely shifted conventional thoughts on negotiation. Now everyone can win and win big!' Rodney Cheah, General Manager, TenCate Geosynthetics