Negotiation Goals
In this article, we will discuss how to frame a negotiation in the world of the other person, so that it’s easier for them to accept your proposals and get what you want.
Most people go into a negotiation focused on what they want — to get a promotion, close the deal, or get a discount. It’s important to remember what you want to get, but you should not be preoccupied and driven by your goals. It is obvious that the solution needs to work for you eventually, but to get there, you must frame the negotiation in the world of the other person.
A negotiator’s goal should be to understand what the other person needs and create a solution for them that they can accept.
Before any meeting, you need to answer two questions:
- Why are they meeting with me?
This question helps to find the client’s “Pain”. Why are they spending time talking to you? What is driving them?
- How can I help them?
This question helps to find what you can do for the client. What do they need to solve their pain?
Usually, it’s hard to answer these questions before the meeting, but it’s important that you try. During the meeting, you can ask questions to find the answers.
Pain
The answer to the first question is an attempt to find the client’s “Pain”. Why are they spending time talking to you? What is driving them?
Pain is usually tied to basic things: money, reputation, health, safety, or control. Often, it will be different from what the client says and sometimes they will not even realize what it is.
Surface level: “I need a website.”
Real Pain: “I need to drive more sales in my car wash.”
Example: The Car Wash
Client: “I need a website.”
You: “Why do you need a website right now?”
Client: “Because my competitor across the street has one and he is getting all the new customers.”
You: “So you need to get more new customers who are looking for a car wash in this area?”
Client: “Exactly.”
You: “I know you were thinknig about a website, but what do you think if we try to set up your Google Maps profile first? Most people find car washes on Google Maps while driving. We can set up your Google Maps profile first—it’s faster and cheaper.”
If you just sold him a website, he might not get any new customers and would be unhappy. By finding the real pain (losing local customers), you offered a better solution.
People hide the truth
Clients rarely tell you their true pain immediately. Often, they don’t even realize what it is.
A client says “your price is too high” (Surface), but actually they are afraid to ask their boss for more budget (Pain).
A man goes to the gym saying he “wants to get healthy” (Surface), but he is actually trying to impress a colleague (Pain).
Not getting to the core of the problem risks not solving the real issue. If you solve the Pain, the solution might be completely different but it will fit the client much better.
Questions find the Pain
It’s hard to help the client if you don’t know their problem. The easiest way to find the “Pain” is to ask. Inexperienced negotiators try to impress the client with a presentation. Experienced negotiators ask questions and listen.
Open Questions (What, How, Why) are more efficient at getting information than Closed Questions (Yes/No), because they prompt a longer answer where people can explain it in their own words, while closed questions give you a Yes or No.
Bad (Closed Questions)
You: “Do you want to sign the contract?”
Client: “No.”
You: “Is price your main concern?”
Client: “Yes.”
You: “Will you agree if we give a 30% discount?”
Client: “Yes.”
These are lazy questions. The client will say “Yes” or “No” without thinking, or they will lie to get you off their back.
Good (Open Questions)
You: “How do you see this solution helping your current process?”
Client: “Well, it would speed up our reporting, but I’m worried about the learning curve.”
You: “What concerns do you have about the delivery timeline?”
Client: “We have a big launch in September, so we need it before then.”
These questions force the client to think and explain. When they explain, they reveal their Pain.
By asking questions, you understand better what the client needs and then you can wrap your solution in their words. This way they are more likely to agree to it.
Bad Example
Client: “Your price is too high.”
You: “I understand. I can give you a 10% discount.”
Here, you are reacting to the surface statement. You lost 10% of your revenue and you don’t even know if it solves the problem.
Good Example
Client: “Your price is too high.”
You: “Why do you think it’s too high?”
Client: “We had a budget cut this quarter and I can’t ask for more money.”
You: “I see. So the problem is the budget cut for this quarter and getting approval.
What if we split the payment? You pay 50% now and 50% next quarter. This way it fits the budget cut and you don’t need to ask your boss for extra funds.”
Client: “That sounds perfect.”
By listening to the client and coming up with a creative solution, you are solving their specific problem, not just lowering your price.
However, often people don’t care for the other side and start talking how great their solution is and what they need, come up somewhere in the middle and do compromises. Don’t do it, it’s not a win-win. Find what they want and make your solution fit their real needs.