Leverage (negotiation)
In negotiation, leverage is the ability to influence the other side to move closer to one's negotiating position.
Types of leverage include positive leverage, negative leverage, and normative leverage.
Normative Leverage
Normative leverage is the application of general norms or the other party's standards and norms to advance one's own arguments for one's own good. For example, you have normative leverage when your negotiating opponent says that he only pays Blue Book value for cars and you show him that the Blue Book value is the amount you are charging.
Positive Leverage
Positive leverage is a negotiator's ability to provide things that his opponent wants. For example, you have positive leverage when your negotiating opponent says, "I want to buy your car".
Negative Leverage
Negative leverage is a negotiator's ability to make his opponent suffer. For example, you have negative leverage if you can threaten your negotiating opponent: "If you don't fulfill your commitment to me, I will ruin your reputation."