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Vol. 5 No. 9, September 2013 Copyright 2013 by Wolf J. Rinke

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In business as in life--you don't get what you deserve, you get what you negotiate.
--Chester L. Karrass

Advanced Sports Nutrition: Fine-Tune Your Food and Fluid Intake for Optimal Training and Performance, 2nd Edition, Dan Benardot, PhD, DHC, RD, LD, FACSM
C244, 30 CPEUs, $179.95. (Book, 424 pgs and study guide, 41 pgs)
Enables you to help your clients stay healthy while exercising or competing at top levels so that they have longer athletic careers, consistently improve in their sport, and reduce the risks for chronic diseases.
For more information and customer comments, click here.
Approved by CDR, CBDM
For RDs & DTRs: Suggested Learning Need Codes for the Prof. Dev. Portfolio:
2000, 2070, 2090, 2100, 2110, 3000, 3020, 3030, 3040, 3070, 3100, 4030, 4060, 4110, 4160, 4170, 4180, 4190, 5000, 5130, 5200, 5230, 5280, 6000, 6020

Reminder: Meet your 5 year ethics requirement with our FREE Ethics CPE program, C237E, 2 CPEUs. Developed in collaboration with CDR. Free with purchase of any CPE Program, available in electronic format only! For more information and customer comments, click here.

Exercise of body and brain improves memory and thinking in older adults
Older inactive adults (average age 73, N=126) who reported cognitive complaints were randomized into four groups involving various mental and physical actives for three months. Finding showed that all four groups, regardless of the level of mental or physical exercises, achieved improvements. Researchers concluded that: "...12 weeks of physical plus mental activity was associated with significant improvements in global cognitive function with no evidence of difference between intervention and active control groups. These findings may ... suggest that the amount of activity is more important than the type in this subject population."
ACTION STEP: Help all of your patients become more knowledgeable about the benefits of exercise. When you enter the keyword "exercise" in the search field at you will find nine different CPE programs, including the new "Advanced Sports Nutrition," C244, approved for 30 CPEUs. (For details go to

Source: D. E. Barnes, et al., The Mental Activity and eXercise (MAX) Trial: A Randomized Controlled Trial to Enhance Cognitive Function in Older Adults, JAMA Intern Med. 2013;173(9):797-804. doi:10.1001/jamainternmed.2013.189,, accessed 8/19/13.


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Meet your ethics requirement with our FREE Ethics eCourse, C237E, 2CPEUs, available in electronic/PDF format only!!! Developed in collaboration with CDR. Free with online purchase of any other CPE Course. Course must be added to shopping cart. Applies to new orders only. For more information and customer comments, click here.

BTW--you can search CPEs by learning codes at our website. Just go to, type in the learning code you are looking for and the search engine will list all the courses that apply. It's another way to make your life easier.

by Wolf J. Rinke, PhD, RDN, CSP
Times are tough. All of us could benefit from learning how to negotiate more effectively. Here are six powerful strategies that will help you get more of what you want.
Manage Your Perceptions
Lots of people don't get what they want when they negotiate because they do not manage their perceptions. For example, have you ever noticed that when you are trying to sell your house, there seem to be houses for sale everywhere? Conversely, if you are looking to buy a house there are virtually none to be found. Having bought numerous houses, both our own and to rent, I have always been struck with this odd phenomenon. By the way, it has to do with selective perception, which refers to any number of cognitive biases related to the way expectations affect perceptions. For instance, several studies have shown that students who were told they were consuming alcoholic beverages, which in fact were non-alcoholic, perceived themselves as being "drunk," exhibited fewer physiological symptoms of social stress, and drove a simulated car just as ineptly as other subjects who had actually consumed alcohol.
Similarly, how many times have you interviewed for a job and felt the prospective employer had all the power because you really needed that job, while the employer appeared to have all the applicants in the world. Having been in both roles--interviewer and applicant--let me assure you that nothing could be further from the truth. The employer almost always needs you just as much as you need her. These biases come about because you are "doing a number on yourself" by committing an attribution error. For example, because the employer has certain visible attributes of power you assume she has more power than you do which, right or wrong, becomes your "reality."
In other words, your perceptions control your reality, which in turn impacts on how you negotiate. For example, back to buying that house. If you perceive there are very few houses on the market (Law of Scarcity) you will feel compelled to make a quicker and potentially higher offer than if your perception is that there are lots of houses on the market. The same is true when you are interviewing for a job. If you assume that the employer has all the power, then you are going to be negotiating from a position of weakness, and probably compromise your expectations.
So the first step in every negotiation is to manipulate your perceptions and "Do a positive number on yourself" by convincing yourself that you are an incredibly powerful human being that deserves to have your needs met. In other words, you define an empowering positive self-fulfilling prophecy that at a minimum equalizes the perceived power between you and the other party. Of course, it is even better if you can convince yourself that you have more power than the other party, which is quite feasible since you are in control of your perceptions and since everything that can be perceived as a weakness can be translated into strength. (If you like help with this devour my "Develop a Positive Attitude: Live a Healthier and More Productive Life" CPE program, 10 CPEUs,

Be Willing To Walk Away
Being able to Walk Away is the single most important concept to internalize if you want to get more of what you want! Anytime you want something so bad that you are not willing to walk away, it is extremely likely you will become a deal taker not a deal maker.
For example, Superwoman and I are avid cross-country skiers, hikers, bikers and mushroom hunters. So approximately four years ago we found this super idyllic resort called Black Bear in Canaan Valley, West Virginia. We fell in love with the resort because it was in very close proximity to all our favorite recreational activities. We especially fell in love with four, out of more than 100 cottages, because they had an incredible view of the mountains. So we told Candy, the real estate agent for Black Bear, that if any of the four units ever come up for sale to call us. About six weeks later she called to let us know that unit #14 had become available, and that if we wanted it we better show up this coming weekend because there were two other couples interested in it. (This was during the real estate go-go years when units were bought within days after going on the market, i.e. the Law of Scarcity at work.) When we arrived on Friday we found a literal gem. Unit #14 was perfect--it had an incredibly awesome view, an essential requirement for us, and was ready for move in. Plus the price of $92,000, although the highest ever for any similar unit at Black Bear, was still very reasonable. We told Candy that same day (Friday) that we wanted to make an offer of $89,000. Candy sweetly asked us how badly we wanted it. Our answer--"We want it!" In that case, Candy said: "I would encourage you to offer full price, because that way I will call the owners tonight and get them to accept your offer. So when the other two buyers get here tomorrow it will already be sold." Since Marcela and I both wanted that very specific unit, we offered full price. In short, we did not negotiate effectively because we were not willing to walk away.
Directly related to being able to walk-away, it is also essential that you are very clear about your WAP--your Walk Away Price, which is the least favorable point at which you will accept a deal. Most of the time your WAP will be derived from your BATNA.

Know Your BATNA, WAP and ROSA
BATNA--Best Alternative to a Negotiated Agreement--is a concept developed by Roger Fisher and William Ury of the Harvard Negotiating Project and authors of "Getting to Yes. Negotiating Agreement Without Giving In", one of the most popular negotiation books ever written. According to them, BATNA "Is the standard against which any proposed agreement should be measured." For example, if I'm negotiating with a client for a consulting contract I have priced at $95,000/year, my BATNA may be $95,000 if I value my free time more than the $95,000. Or it may be $45,000 if I need the money to pay my mortgage, have very little work in the pipeline, and could hope to generate about $45,000 from writing another book in case I don't get the contract. According to Fisher and Ury high quality negotiation is only possible if you know your BATNA, since it is the only way you can protect yourself from accepting unfavorable terms or from rejecting a minimally acceptable deal.
A WAP on the other hand, also known as the reservation price, "Is the least favorable point at which one will accept a deal." A CEO I coach wanted to sell his business. A protracted long negotiation ended up with what I thought was a very sweet deal--$23.5 million for the business and the opportunity to start a new on-line business with financial support from the new owners. The CEO had established a WAP of $26 million and his BATNA was that he was going to continue to run his business as he had in the past, and be open to other offers as they were coming along. Although I thought it was a very fair offer, he walked away from it, which he would probably not have done if he was not very clear about his WAP and BATNA. (He subsequently sold it for a much better deal.)
ROSA is your Range Of Satisfactory Agreement also referred to as your ZOPA or Zone Of Possible Agreement. "It is the area or range in which a deal that satisfies both parties can take place." For example, let's say that you want to buy a used car, which has a sticker price of $2,900. The seller says to himself I will not take less than $2,400. That's the sellers WAP, which usually is not known to the buyer. On the other hand you say to yourself I will not pay more than $2,700. That's the buyer's WAP which is usually not known to the seller. The ROSA in this case is the area from $2,400 to $2,700. All other things being equal, an agreement should be feasible between $2,400 and $2,700.
If you handle this purchase like a win-lose or lose-lose negotiation, your conversation might go something like this:
You: This car has quite a few dents and a lot of mileage. I give you $2,200.
Seller: Thanks, but since that is way below the "Blue Book" value I'll wait until I get a better offer.
You: I'm sure you'd like to get it sold and I don't really like to haggle. I'll give you $2,400, take it or leave it.
Seller: $2,600 and it is yours.
You: I tell you what, let's just split the difference. I'll give you $2,500.
Seller: You got yourself a deal.
In this case, even though both parties compromised (lose-lose) they probably feel pretty good about the deal since both got a better price than their WAP. However, neither achieved a win-win outcome, meaning that both could have done even better! In the next issue of this eNewsletter I'll be sharing three other fail-safe negotiation strategies that will help you find out how to get to win-win outcomes.
--Negotiate Over Interests, Not Positions
--Separate Option Generation from Decision Making
--If All Else Fails Resort To Objective Criteria
Source: W. J. Rinke, "Win-Win Negotiation: Fail-Safe Strategies to Help You Get More of What You Want," 20 CPEUs,

Recommend me to the meeting planner of your upcoming state or local dietetic association and I will help make your next meeting a "howling success." Plus I will make you into a hero. As a way of giving back, I speak to ADA groups at significantly reduced rates.

An older woman was knocking on the front door of her local grocery store. The clerk, who was in the process of cleaning up, looked up and shouted, "We are closed." "But I only need a box of eggs," the old woman said. Feeling sorry for her, the clerk let her in and took her straight to the dairy section. After it seemed like she had inspected every box of eggs, she finally said: "You know what, I really only need a half of a box." The clerk replied, "I'll need to check with my manager if I can sell you half a box of eggs."
The clerk went back to the manager's office and shouted in exasperation, "You won't believe this but there is this old cranky ding-bat who wants to buy only half a box of eggs!" Just as he finished saying that the clerk noticed that the elderly woman was standing right behind him. So he turned back to the manager and said, "Fortunately we have this very fine customer who is willing to take the other half."

Dr. Wolf J. Rinke, RDN, CSP is the president of Wolf Rinke Associates--an accredited provider of easy to use CPE self-study programs for nutrition professionals since 1990 available at He is also a highly effective management consultant and executive coach who specializes in building peak performance organizations, teams and individuals, and an author of numerous CPE home study courses, audio/video programs as well as several best selling management, leadership and self-development books including Make it a Winning Life--Success Strategies for Life, Love and Business. In addition he is an internationally recognized keynote speaker and seminar leader who delivers customized presentations that combine story telling, humor and motivation with specific "how to" action strategies that participants can apply immediately to improve their personal and professional lives. Preview a demo at or call 800-828-9653.
If you have questions, or would like him to address a specific issue or topic in this eNewsletter please e-mail him at

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