Now, modern entrepreneurs recognize the wisdom of working interdependently
in order to be truly effective. The accelerating pace of change and the
explosive proliferation of information has created a situation where no
one person can possibly keep up without enlisting the support and help
of others. In today's market- place, you have to be skilled in negotiating
the terms of interaction between yourself and your clients, colleagues
or staff. The Law of Reciprocity says that Like generates Like. From this
principle comes a radically new concept of winning: Winning and Losing
do not have to go hand-in-hand.
Who says that there must be a loser just because there is a winner? With
some effort and creativity, you can orchestrate a situation so that all
parties can have a win. The fundamental premise of this philosophy is
called Win:Win. Win:Win is the highest form of reciprocity to which we
can aspire.
Win:Win negotiation is essential when: * you are building long-term relationships
* the results are likely to be public knowledge * tension exists between
the participants * you want to take advantage of the synergy gained from
collaborative effort
Trained Win:Win negotiators always try to conduct themselves according
to the behavior appropriate to a Win:Win approach. They are assertive
rather than aggressive, creative versus antagonistic, even if the other
person is not willing to cooperate.
The skilled Win:Win negotiator focuses on the issues involved and doesn't
allow personalities to get in the way. If your negotiating partner resorts
to personal attacks or makes outrageous demands, you can bring his behavior
under control by maintaining control of your own. The wise negotiator
keeps cool under all circumstances.
Here are the key behaviors essential to a Win:Win negotiation:
** Be flexible. Start your negotiations with specific objectives, but
don't draw a "line in the sand". Have the confidence to adjust your end
game as you learn what the other person wants.
** State your objectives up front. Ask the other person to describe their
desired end result of the negotiations. This is crucial if you want a
Win:Win outcome. The idea is not to achieve your objectives OR their objectives.
The purpose of Win:Win negotiation is to have both of you working together
to discover ways to achieve your objectives AND her objectives.
** Use AND thinking. Determine if it is possible to achieve both sets
of objectives as they stand. If not, identify the common ground in both
objectives.
** Concentrate on reasons, not positions. When you have a difference
of opinion, find out the reasons behind the differences. When you take
a position, there is a reason why you made that decision. Attacking the
decision or the position is a recipe for deadlock, hard feelings and anger.
Skilled Win:Win negotiators explain their own reasons for a position and
question the other person to discover the thinking behind his or her decisions.
** Search for options. Concentrate on creatively generating alternative
solutions, ideas and possibilities that best fit the objectives of both
parties. This is an opportunity to really take advantage of the creative
power of two-heads-better-than-one.
** Trade concessions. Don't donate them. If you are asked to make concessions
from your ideal objective, ask the other person to offer something in
return. Say "If I do that for you, will you do this for me?"
** Do your homework. The key to effective negotiation is prep- aration.
What can you learn in advance about the other person's desired objectives,
the current situation, preferences and negotiating style? How well have
you specified your objectives, your bargaining chips and your bottom-line?
** Develop the shopping list. Before you start bargaining, obtain a list
of issues that your negotiating partners want to bring up. Be sure to
articulate your own list so you can start the bargaining with a complete
list of all the issues to be negotiated. This will help prevent new issues
from being introduced all along the way.
** Keep a written record of progress. As you come to agreement on each
issue, write it down. This will help maintain forward momentum.
** Make the most of your bargaining chips. Identify those con- cessions
you are willing to make that have a low cost to you and that are important
to your negotiating partner. When you offer such a concession, remember
to ask for something you want in exchange.
** Slow down. Don't respond to pressure or urgency by making snap decisions.
Take a break to give yourself time to consider the ramifications of your
next actions. Never give away anything when you do not fully understand
the consequences.
** Encourage creativity. Use words like "What if we...", "What about...",
Would this...?" Draw ideas and pictures on a large paper or flip chart.
Occasionally, stop the bargaining to do some brainstorming together, then
resume the negotiation.
Remember that more and more, the issues being negotiated are intangible.
Time, service, quality and commitment are important issues for negotiation.
The value placed on each facet of these intangibles is hard to see, touch
and measure. Every person puts different weight and value on these issues
that make up much of our negotiations.
As a skilled Win:Win negotiator, you must recognize that the way another
person values an issue may differ from your own. All people view things
their own way. Getting to an understanding of how much the other person
values each issue will allow you to effectively bargain issue for issue.
