How to agree without giving inTuesday September 13 2022
A few weeks ago I was invited to run a workshop on negotiating skills for a group of senior engineers who sell capital goods for a well-known European multinational, and it took me back to the last century when I was an account manager offering large IT solutions using mainframe computers.
It reminded me of my library, where I knew I had some material on the subject. I found more books than I expected, including some which I don’t remember ever reading!
Undoubtedly the best known among them is Getting to Yes – Negotiating Agreement Without Giving In, by Roger Fisher, William Ury, together with Bruce Patton of the Harvard Negotiation Project. The second edition, the one I have, was published in 1991, and I strongly recommend this classic.
Here’s the essence of the “principled” negotiating laid out there, which has you neither too soft nor too hard. If you are too soft you end up the exploited loser, while if you are too hard you fail to develop a relationship and are likely to restrict yourself to a one-off transaction, as the other party won’t wish to deal with you again.
(This was the case with Trump, during his time as a wheeler-dealer in the New York real estate business, as we learned in “his” book, The Art of the Deal.)
Principled negotiators are in between: reasonable and fair, aiming at mutual benefit. They build and preserve relationships, assuming the other party is a partner and not an opponent. Put briefly, it’s a win-win approach to interacting, the one I adopted right from when I launched into the capital goods marketing business in the late 1960s.
What kind of attitude makes for an effective negotiator? Here, let me turn to another of the books I pulled down from my shelf, The Negotiator – A Manual for Winners, by Royce Coffin. It was published in 1973, and I inherited it from my father, who in those days was a management consultant as I am now.
Coffin advises us to be self-confident and optimistic, so we can be relaxed, creative and bold. He then suggests not rushing at talks.
Rather, be patient, and take time to understand and to build trusting ties. And do so by being friendly and cheerful, and applying a light touch. If necessary, pause to review and reflect, and consult with others.
From The Negotiating Game – How to Get What You Want, by Chester Karrass (published in 1970, and also inherited from my father), I learned about the “negotiator trait clusters”.
First is task performance, involving planning, problem-solving, initiative, product knowledge, reliability and stamina. Next comes aggression (or, as I would prefer to call it, assertiveness). Here he identifies power exploitation, competitiveness, team leadership, persistence, risk-taking, courage and defensiveness.
To a softer trait now, socialising, meaning personal integrity, being open-minded, tactful, patient, compromising and trustworthy, plus displaying an acceptable appearance.
Being an effective communicator is also key, with verbal clarity and good body language, focusing on listening, generating warm rapport, plus skills in debating, role-playing and coordinating.
A final duo: first self-worth, involving self-control, self-esteem and dignity, enabling one to gain the other party’s respect – and even to risk being disliked; and possessing high ethical standards. Plus gaining the boss’s respect, and being identified with a sufficiently senior organisational rank.
Last but not least, one’s thought processes: general practical intelligence, education, insight, analytical ability, decisiveness, negotiating experience, broad perspective, and clear thinking under stress.
The last publication I’ll refer to is my Summer 2008 edition of the Harvard Business Review, whose theme was Great Deal Making – The Art and Science of Negotiating, and rereading it vividly reminded me of the lessons I learned when I was in the game, ones I now share as a consultant.
I can’t resist ending by saying that I was recently with one of the workshop participants and I asked him if what we covered had made a difference. He confirmed it had with the recent signing of a major order.