The Four Pillars of Negotiation

THE FOUR PILLARS OF NEGOTIATION EXCELLENCE

Sue Preston, Head of Negotiation Resource International (NRI), a division of PMMS Consulting

Group, examines proven methods of providing a solid structure and a useful framework in which

to plan your journey to the best deals possible for you and your organisations.

We can have all the qualifications in the world but if we can’t negotiate we will never be

successful in today’s challenging economic climate. Negotiation may not be inborn but it is a skill

that can be learned and practised, and these four pillars* provide a practical way to greatly

improve negotiation success.

PILLAR No 1 – PEOPLE

There are four fundamental areas to focus on here: value, respect, warm, tough.

Value and respect, on the first hand, mean we have to value the other party’s view and respect the

fact that it will probably be different from ours. One thing is for sure…buyers and sellers see the

world from two very different perspectives. Neither wrong nor right, just different.

We need to remember that we’re only as good as our last negotiation so it is important to reflect

and ask ourselves some key questions after the event e.g. How far did I display value and respect

for the other party as a person? Did they appear to value me? If not, why not?

Demonstrating value and respect in a negotiation requires good communication skills. We need

to adapt our language to ensure we are on the same page. We need to be clear and listen to key

information rather than listening for the next gap to come along for when we can speak. If we talk

more than we listen in a negotiation we are probably giving too much information away without

getting any back in return.

Our approach and behaviour need to be warm with the people but tough on business needs. We

need to be assertive at every opportunity as opposed to aggressive or a push over.

PILLAR No 2 – THE KEY PERSUADERS

These five are emotion, logic, threat, bargain, compromise

It’s always...