Win-Win Tactics for Negotiations

When it’s time to negotiate with a prospect, especially a prospect with the potential to become a strategically important customer, you want to keep the tone of the negotiations positive. But can you do that without giving away the house? Is it possible to hammer out an agreement that’s favorable to both sides without one side being intimidated, discouraged, or angry? Yes and yes, says Tom Gosselin, a consultant, instructor, and author of Practical Negotiating: Tools, Tactics & Techniques (Wiley & Sons, 2007). In his book, Gosselin identifies a number of “win-win” negotiation tactics that should lead to a mutually beneficial agreement. Here’s a look at some of them:

Brainstorming. This tactic is best used during the exploration stage of the negotiation or in the event that an impasse has occurred. It’s a way for everyone to step back and generate some ideas without judging or feeling pressure to reach a resolution. It sounds like this: “Let’s step back and try a few ‘what-ifs,’” or, “We seem to be stuck here. What if we discuss some options and see if something emerges that we can both live with?” Brainstorming not only tends to generate a lot of ideas and alternatives, it also shows your willingness to be open and flexible.

Caucus. Successful negotiators take breaks more often than average ones, says Gosselin. The reason: they know breaks accomplish far more than simply giving everyone a breather. Breaks give you a chance to consult with your negotiating team or sales manager or any other interested party. Breaks change the pace of the negotiations. They prevent bad or one-sided concessions. They also allow you the opportunity to review what you’ve learned, explore possible alternatives, modify your strategy, regain control of your emotions, and so on. When you want to call for a caucus, just say, “Why don’t we take a break?” Or, “We/I need a few minutes to . . . .”

What If? And Would You Consider? By posing alternatives and options, you can get the other side to reveal more about their limits. It takes a lot of prior planning, but it’s a very effective tool. It sounds like this: “What if we extended the warranty? Would you consider paying the freight yourself?” Or, “Would you consider alternative financing?”

Scaling. Here, you ask the other person to quantify the importance of an issue: “On a scale of 1 to 10, how important is this issue to you?” Or, “Relative to the other issues, where does this stand in terms of priority?” This is a useful tactic when there are multiple issues that seem important to the other side and you need a sense of priority. It gives you perspective on those issues and can also smoke out any red herrings.

Columbo. This tactic is patterned after Peter Falk’s Lieutenant Columbo, a TV character who drew out important information by feigning ignorance. It is a subtle, non-adversarial way of dealing with an outrageous position. You say something like, “Could you explain that to me again? I don’t think I quite get it.” You’ll find that “playing dumb” reduces confrontation and gains you valuable information.

For more negotiation tips, visit www.tomgosselin.com.