Engaging in a negotiation is a delicate dance, blending artistry with science. As both parties strive for the best deal, navigating the emotional terrain becomes paramount. The fear of failure looms on both sides, accompanied by the shared expectation of fairness. Negotiations, inherently emotional, can either hinder or propel discussions forward, culminating in a mutually beneficial agreement.
In the realm of negotiations, possessing basic emotional intelligence is not enough. What sets successful negotiators apart is their proficiency in emotional sales negotiation skills. Businesses recognise the pivotal role emotions play in negotiations, leading to increased investments in training programs that cultivate these crucial skills.
This article explores the world of emotional sales negotiation tactics, shedding light on key research findings and offering practical examples of skills and strategies that can be honed to enhance outcomes and transform negotiators into adept, emotionally attuned professionals.
The Foundation of Successful Negotiations
A compelling study conducted by researchers at the University of California, Los Angeles explored the intricacies of fairness in negotiations. Participants were tasked with dividing a sum of money, with the caveat that if the second person rejected the offer, both would walk away with nothing. While self-interest would dictate accepting any offer, a sense of justice prevailed. Individuals consistently rejected offers below 20-30% of the total amount.
Brain scans revealed that perceived unfairness triggered responses in the anterior insula, associated with ‘disgust’ reactions. Despite the common perception of negotiations as self-interest-driven interactions, successful negotiations hinge on fairness, justice, and respect.
The primary emotional sales negotiation tactic is clear – be as fair as possible. However, the concept of fairness is subjective and cannot be imposed. Former FBI hostage negotiator, Chris Voss, suggests incorporating phrases like “stop me if you think I’m being unfair” during negotiations. This fosters a dialogue about fairness, encouraging open communication.
Building Bridges in Negotiations
Beyond fairness, adept negotiators exhibit a profound ability to empathise with their counterparts. This involves stepping into the other person’s shoes, understanding their perspective, acknowledging their emotions, and grasping their motivations.
Empathy during sales negotiations is a potent tactic. It communicates genuine concern for the other party’s outcome, demonstrates consideration for their predicament, and signals a commitment to a positive outcome for both sides. However, displaying empathy requires finesse. Overdoing it can appear patronising, and it’s crucial to distinguish between empathising and making assumptions about the other person’s thoughts or feelings.
Crafting empathetic expressions involves avoiding definitive statements. Instead of asserting “I can tell you are holding back because…,” opt for phrases like “It seems to me that what might be holding you back is…” This nuanced approach prevents misinterpretations and maintains a constructive atmosphere.
A Key to Successful Negotiations
Anxiety, a pervasive emotion, can be detrimental to negotiations. Controlling anxiety is essential, and a robust sales development strategy can be instrumental. When salespeople have multiple realistic opportunities in their pipeline, the anxiety-inducing ‘all or nothing’ mindset diminishes.
Sherrie Campbell, a psychologist, recommends, “The brain loves options. A salesperson should always have more than one significant opportunity in the pipeline.” This confidence-boosting strategy helps salespeople feel less desperate, fostering a more composed negotiation stance.
On the business front, dedicating a specialised sales development team for outbound prospecting ensures negotiators can engage with a steady stream of quality prospects. To mitigate anxiety on the other side of the negotiation, entering discussions in a relaxed manner and maintaining calm, even in disagreement, are crucial. A composed demeanour, devoid of raised voices or provocative responses, contributes to a more conducive negotiation environment.
While completely eliminating anxiety is unrealistic, skilfully managing it significantly improves outcomes. Developing patience, putting people at ease, recognising signs of tension, and defusing it are skills that, with time and practice, enhance negotiation efficacy.
Emotional sales negotiation is an intricate dance that demands a nuanced approach. By mastering fairness, empathy, and anxiety reduction, negotiators can transform emotionally charged negotiations into successful, mutually beneficial agreements. This artful blend of skills ensures negotiations transcend transactional interactions, paving the way for lasting and positive professional relationships.