Split up the negotiation into several pieces and barter for each piece. Emphasis the benefits of what you are offering and highlight the drawbacks to what the other party wants to give. Turn each item into something big, no matter how small.
Breaking down the negotiation into small parts, or fragments, gives the illusion that more equals better, which is not always the case. By using the fragmentation technique, you can turn a slight advantage into a big benefit.
Example
I recently purchased a new car. While perusing the used car ads, I was constantly drawn to the ones that detailed all of the cars features, rather than just including a boring one-line description. It could be the exact same car, but I attributed to more value to the ones which broke down all of the features and benefits for me.
Sometimes it helps people to see the benefit in a product or service if you can paint the picture for them. If someone is unaware of what XYZ can offer them, they are likely to overlook that offer and go with the thing that they know. In many ways using fragmentation in negotiation is much the same as the basic goal of marketing: to create value in the mind of the consumer.
