Over 50s Lifestyle Vlogcast

No-Nonsense Negotiation Strategies for Women of All Ages

July 10, 2023

Negotiating isn’t easy. And for countless women, it’s exponentially harder. If you come across as fired up and assertive, you’ll face backlash from people who label you as unlikable, unhirable, intimidating, or bossy. If you’re amenable or meek, the negotiation falls apart. It’s no wonder 60% of women haven’t negotiated issues like workplace pay—at all.

But “negotiation” doesn’t have to be a trigger word that’s avoided, says an acclaimed author-expert. Science reveals proven strategies that can help women get what they want.

For decades, society, our families, communities, the internet, and the media have dictated how women should behave, negotiate, and relate to other people, and we, as women, have internalized these stories, whether they fit or not, says Beth Fisher-Yoshida, author of the new book New Story, New Power: A Woman’s Guide to Negotiation (Bold Story Press; January 23, 2023).

Though the world around us is rapidly changing, the antiquated stories about “how women should be” have not. By dumping this cultural baggage and writing a new story, women will strengthen their resolve and negotiation acumen—and get fast results.

Pulling from 30-plus years of negotiation research and practice, Fisher-Yoshida offers no-nonsense negotiation strategies for women of all ages.

During the interview we discussed:

  • How to become aware of the stories you carry (and unearth where these stories came from)
  • What the newest research reveals about the brain, language, and emotions—and how they relate to women’s negotiating prowess
  • 5 foolproof strategies to advocate for what you want at home and in the workplace
  • How to successfully negotiate in uncomfortable situations and challenging environments

Listen to the Podcast

Watch the Video

Meet Beth

 BETH FISHER-YOSHIDA, PH.D., CCS, is a global expert and educator in intercultural negotiation and communication. She’s the program director of Columbia University’s Master of Science in Negotiation and Conflict Resolution, a negotiation consultant for the United Nations, and the CEO of the consulting agency Fisher Yoshida International. She works in the U.S. and worldwide, conducting workshops on leadership, culture, workplace conflict, and negotiation, and boasts a client list that includes Fortune 100 companies, nonprofits, military and security forces, governments, NGOs, and educational institutions. Her new book, New Story, New Power: A Woman’s Guide to Negotiation (Bold Story Press; January 23, 2023), helps women of all ages make successful negotiations a reality.

Connect with Beth

Learn more at bethfisheryoshida.com.

Sue Loncaric

Women Living Well After 50

Living Life Your Way


  • Reply Retirement Reflections July 10, 2023 at 09:57

    Thank you, Beth and Sue – for these five nonense negotiation stragegies. They make good sense to me.

  • Reply Gail Is This Mutton July 12, 2023 at 17:08

    This is a much needed topic! I had to learn how to negotiate, spending most of my career in a tough corporate environment, but I know many women who are afraid to try, and sometimes it restricts their progress significantly.

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