Negotiation & the

Science of Persuasion
-Erica R. Marshall-Forde
Volume 1 Issue 3

Outline
Usefulness of negotiation Your Negotiation Plan
How to Negotiate
The Art of Persuasion My objectives and interests
Practical Tips Opponents objectives and interests
Have fun negotiating! Strengths of my case
Weaknesses of my case
Concessions sought
Life is a Negotiation Concessions prepared to make

Negotiation: a discussion of issues with the

objective of resolving them on agreed terms.

Can be useful:

At work
At home
In JCI
In relationships
Obtaining a loan
Business transactions
Consumer transactions
Strategize to Monopolise
Opening/Starting point
The Negotiation Handbook Target
Identify your objectives Best Alternative to a Negotiated Settlement
Know your opponents objectives (BATNA)
Worst Alternative to a Negotiated Settlement
Be aware of the strengths and (WATNA)
weakness of your position/case Know your opponent
Be aware of the merits and When to make offers/concessions
shortcomings of your opponents When to ask concessions
Your Negotiation Plan Record your settlement
case
Know what concessions you are
willing to make
Have a strategy
How, When, Where
Identify the largest concessions you want
Use the most persuasive arguments in that you can realistically get and focus on
relation to issues in dispute them;
Anticipate your opponents response and Know when to move on.
have a counter-argument
Have facts in support of your case Dealing with a Competitive
Types of arguments:
o Moral or merit-based argument Opponent
what is fair Be relentlessly reasonable;
o Practical arguments relate to the Ask him/her to justify his/her demands and
parties circumstances and the desired arguments;
outcome Stay cool as a cucumber;
o Personal argument only effective if Be practical;
used at the right time to appeal to PAUSE before reacting;
emotions Try to defuse emotions;
o Mixed argument use of several types Highlight win-win opportunities.
of arguments based on the point to
be delivered
Settlement Time
Be prepared: have your plan and strategy;
Your Argument Good communication;
Be reasonable and practical;
Use confident body language; Keep a poker-face and be as cool as a
Take the lead by setting the tone for your cucumber;
opponent to mirror; Persuasion does not have to be a fight;
Use language that is simple yet effective; Record your settlement.
Maintain a good pace; do not rush your
argument;
Be clear and concise;
Support your important points say what
you want and why;
Use objective language;
Pay attention to how your opponent is
responding to your presentation;
Keep your opponent engaged.

Your Response
Have a clear understanding of what your
opponent has said:
o Ask questions if you need to;
o Understanding how this argument is
built equips you take it apart.
Challenge your opponents weak points;
Do NOT appear shaken or surprise; keep a
poker face;
Do not be antagonistic; See you at the
negotiation table!