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HOME » NEWSLETTER & ARTICLES » Negotiation Skills: The Problem with Win/Win Negotiating
Negotiation - The Problem with "Win/Win" Negotiating
By Bill McCormick
President
Sales Training And Results, Inc. (STAR)
What's the Problem?
You cannot read a book or an article about negotiation without seeing the phrase "win/win."
You can't listen to an audiotape about negotiation without hearing the phrase "win/win."
And, worst of all, you cannot negotiate without the other party saying something like "...let's make this a win/win." Which, incidentally, almost always signals that the other side means the exact opposite!
In our experience, the problem with the phrase "win/win" is it is overused, at best, and misunderstood and misapplied, at worst. If most people answered honestly, they probably would agree with a comment that we heard from a salesperson attending one of our negotiation workshops, who said:
"What win/win means to me is that I win and the other side thinks they won."
A Better Way
Three magic words: "Both sides gain."
Prior to a negotiation if you can think of some alternatives and options that will result in an agreement where both parties can say that they have gained, you increase the likelihood that a mutually beneficial outcome will be reached.
During the negotiation if you brainstorm and discuss possible solutions that are mutually beneficial, you will have built the basis for a long-term relationship.
After the negotiation is over, if you can honestly say that you have reached an agreement where you are better off than before and the other party is better off than before, then both sides have truly gained. This is the real spirit and meaning of win/win. You get there by actions and not by simply saying the words.
How Do You Make It Happen?
It's easy to say "both sides gain." The hard part is actually making it happen. Below are three general guidelines that will help you get started:
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In the planning process, identify your critical needs and objectives before the negotiation begins. Then you'll know how to assess what "a gain" means for you. To the greatest extent possible, try to anticipate what the other party would consider a "gain," and make this part of your plan as well.
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During the negotiation, explore for options and alternatives. Make this a dialogue. This means asking the right questions, which we teach in our workshop. If we could identify one skill that would most likely indicate whether or not a "both sides gain" outcome is likely, it would be the frequency and quality of the questions asked during the negotiation.
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Don't limit yourself to price only! If you do, you aren't negotiating. You're haggling instead. Successful negotiators look for alternative currencies other than price. Two related planning questions help focus your thinking on this subject:
Where Do You Go From Here?
This article provides a synopsis of one of the key topics from our Sales Negotiation Skills Workshop. If you have a question or want to discuss the subject of negotiation in more detail, send us an email. Thanks!
STAR has many resources to help salespeople become better at improving their negotiation skills and responding to adversarial tactics, notably our Sales Negotiation Skills Workshop, 1-on-1 negotiation Coaching service, and a pre-recorded free webinar entitled 25 Most Difficult Negotiation Tactics.
About the Author and STAR
Bill McCormick is the founder and president of Sales Training And Results, Inc. (STAR). He has owned and operated his own sales training company since 1990. Prior to founding STAR, he worked for more than 10 years in sales, sales management, and marketing for a Fortune 25 corporation, after which he joined an international consulting firm as Vice President of Marketing for five years. He specializes in the design, delivery, and reinforcement of sales and management training workshops, including one-on-one coaching of sales professionals and managers.
Sales Training And Results, Inc. (STAR) provides a broad range of sales training, consulting and coaching services. STAR has helped thousands of salespeople increase sales, improve customer retention, and gain measurable results.
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