Question: What should I do when a negotiation seems to be all about price, I have no BATNA, and the other side knows it? Answer: This question references the well-known negotiation term “best alternative to a negotiated agreement,” or BATNA, coined by Roger Fisher and Bill Ury in their seminal book Getting to Yes (Penguin, 1991). Even though it’s a question I hear regularly, it’s not entirely accurate as a matter of negotiation vocabulary. You always have a BATNA, but your BATNA might be an unacceptable outcome for you or your organization.