It always is in the interest of negotiators to maximize their outcomes, but it is not in their interest to do so at the other party’s expense.  The negative reputation that will ensue from the imbalanced deal will not only prohibit future deals but will also taint any subsequent negotiations by creating a competitive climate where the opportunity for joint gains is greatly reduced (see Schroth, in press-a, for review).  Those who maintain a positive reputation and treat their clients, customers and partners well will enjoy the benefits of greater deal potential and joint outcomes (Novemsky & Schweitzer, 2004).   Skilled negotiators are always concerned about achieving mutually satisfying agreements because they know that this will impact their future success as a negotiator both within their own organization and beyond.