Preparing to negotiate? Use your “BRAIN”!

Most people know to prepare before a negotiation. If not, then negotiation instructors like me frequently remind them. So the problem is not a lack of awareness about the need to prepare. It’s the lack of a framework describing what to prepare. What exactly should negotiators ponder before arriving at the bargaining table?

Since knowing what to prepare is pretty much a prerequisite for preparing itself, and preparing itself a prerequisite for a negotiable life, let me suggest you use your BRAIN (via the following acronym):

  • BATNA. All good preparation starts with a consideration of alternatives—specifically a negotiator’s next-best alternative if the current negotiation fails (i.e., their Best Alternative to Negotiated Agreement or BATNA). Otherwise, they’ll never know how much power they have or how far to push the envelope.
  • Reservation price. Great negotiators transition directly from their BATNA to their bottom line, walk away point, reservation price. Otherwise, they don’t really have the foggiest idea whether to get to yes or get to no and go with their BATNA.
  • Aspirations. BATNAs and reservation prices are great, but negotiators who spend too much time pondering their alternatives or minimally acceptable agreements (i.e., their reservation prices) tend to get them. To get something better, great negotiators also define their goals, targets, aspirations—actively considering what they really want when their counterpart demurs.
  • Interests. The acronym might as well stop there (and consider the acronym if it did), but the preceding letters alone tend to elicit a very competitive negotiation. Great negotiators know that spending the whole time competing to attain their aspirations, clear their reservation price, or avoid their BATNA results in a competitive scramble over the crumbs of a very small pie. Instead, they know they need to identify and find creative ways of fulfilling both negotiators’ overall objectives (i.e., their interests), and thereby “grow the pie.”
  • Negotiation counterpart. So why not BRAI then? Because that makes very little sense as a word and even less sense as a preparation strategy—the latter because it completely omits the other party. Negotiators who BRAI, and most negotiators do, fail to anticipate their counterpart’s situation and thus find it immensely hard to understand or respect that situation while negotiating. So great negotiators repeat the preceding letters for their counterpart, taking a wild albeit educated guess as to their counterpart’s BATNA, reservation price, aspirations, and interests.

So the next time you sit down to prepare for a negotiation, don’t just use your mind—use your BRAIN! Doing so can’t spell the difference between a smart negotiation outcome and an outcome that everyone deems dumb.

Negotiation success through graduation platitudes

The graduation season is upon us! Setting aside all of the reasons for joy and celebration, that can only mean one thing: so is the season of the platitude-laced graduation speeches. And while few of us enjoy platitudes, many of us would probably acknowledge that they contain nuggets of wisdom. Why else would wise people keep repeating them?

Thus, in the spirit of the season and in hopes of making life more negotiable, I thought it might be useful to investigate whether the most common platitudes contain any nuggets of wisdom about negotiation. So here are five common platitudes and their implications for negotiation—all of which are surprisingly informative and eerily consistent with negotiation research:

  1. Dream big: With this omnipresent platitude, speakers advise graduates to set their sights high, shoot for the stars, aim for their most cherished objectives. And when the going gets tough, should they quit? No! Double down and try again. Well, that’s exactly what negotiation instructors have advised their students to do for decades: set aggressive targets reflective of ideal goals, then continue to doggedly pursue them—creatively if necessary—without ever giving up or giving in.
  2. Don’t look back: Quickly on the heels of the first platitude, many speakers offer the second, suggesting that graduates should not only dream big and persist, but also resist the temptation to regret “what could’ve been.” In an eerily similar vein, negotiation research suggests that people should focus on their target while bargaining, but then evaluate the agreement against their bottom line, the goal being both a great outcome and a negotiator who doesn’t look back in regret.
  3. Do what makes you happy: This common platitude advises graduates to look beyond the socially sanctioned markers of success (e.g., a big paycheck) in order to pursue their true motivations—the factors that will truly dictate their happiness or lack thereof. In very much the same spirit, Getting to Yes and nearly every negotiation course it inspired advises negotiators to “focus on interests rather than positions.” When negotiating, that is, try to satisfy your true, underlying motivations (your interests) by going beyond surface-level positions—many of which inevitably involve money.
  4. Thank the people who got you here: Speakers often ask graduates to pause their aspirations and thank the people who got them this far. Similarly, I have argued that that life is only negotiable when we occasionally stop negotiating long enough to express gratitude for the people around us.
  5. Always wear sunscreen: Perhaps this one hasn’t quite reached “platitude” status, but it sure got popular a few years back. We could dig pretty deep into the underlying meaning, but let’s just go one level deeper than the words: don’t forget to take simple steps that protect you from bad outcomes. There are lots of ways to go wrong in negotiations, but negotiation research has long shown that negotiators without alternatives almost always get burned.

So the platitudes in those graduation speeches actually turn out to capture numerous nuggets of negotiation wisdom. Something to ponder the third or fourth time you hear a speaker telling you to “dream big.”