In any given negotiation, a negotiator must at least implicitly answer two questions.
The first comes at the beginning: What’s my goal?
The second arises near the end: Am I satisfied?
Answering each question requires a metric—a standard of comparison. But I’m here to tell you that many negotiators adopt the wrong metrics—indeed, precisely the opposite of the metrics they should. Since adopting the right metrics and answering the questions appropriately can make life negotiable, let me explain what I mean, with thanks to the research that has examined these issues.
Question 1: “What’s my goal?” In debriefing in-class negotiations, I often ask my students what their goal was. The resounding answer is clear: I set out to do better than my bottom line. For example, I sought pay less than the maximum I could afford, or earn more than the minimum I could stomach. Negotiators who offer such answers—and it’s far from just students—are essentially saying that they shot for the floor. While reasonable, the serious and semi-obvious problem is that doing so almost inevitably lands them just above the floor. Floor-shooting negotiators actually pay pretty much their maximum or earn pretty much their minimum. Research is unequivocal: Negotiators who shoot for the stars instead of the floor perform far better. That is, negotiators who set an ambitious and optimistic target far-removed from their bottom line, knowing that reality will probably make them back away from it, almost inevitably achieve better outcomes—primarily because they try harder but also because they sometimes motivate their counterparts to do so.
Question 2: “Am I satisfied?” When considering whether they’re satisfied with an emerging or sealed deal, negotiators go back to their goal (i.e., the floor) and evaluate the outcome accordingly—right? Well, some do, but many surprisingly don’t: The grass being greener, many negotiators late in a negotiation or shortly thereafter suddenly set sight on a star and get remorseful that their rockets didn’t carry them there. What if I could’ve gotten the product for $X (low number) or negotiated a salary of $Y (high number). Unfortunately, having such thoughts retrospectively is counterproductive as everyone’s rocket fuel is spent—it’s just too late. Additionally, by fixating on a newfound star, negotiators stand to make themselves abjectly unhappy, or even to reject emerging deals they shouldn’t. Instead of retrospectively wishing upon a star, negotiators are advised to retrospectively evaluate against the floor. That is, when reflecting on an outcome as opposed to bringing it about, it’s time for negotiators to consider whether a deal clears their bottom line, and thus whether they should probably accept it. By doing so, they’ll probably walk away happier and resist the gnawing temptation to reject good deals in a flurry of frustration.
In sum, many negotiators shoot for the floor at the outset and evaluate against the stars at the end. But that’s exactly the opposite of what a productive and healthy negotiator should probably do, which is to shoot for the stars at the outset (particularly by setting their sights on an aggressive goal), then evaluate against the floor at the end (particularly by comparing a deal against their bottom line). Do that, and I think you’ll find yourself approaching the stars without ever losing sight of the earth.
What type of outcomes should we expect from a negotiation? Since decades of research suggest our answer dictates both the behaviors we’ll display and the deals we’ll reach, it’s critical to answer carefully. In particular, I’d argue that calibrating our expectations appropriately is one of the most important waystations on the road to more negotiable negotiations.
To call the right type of expectations for negotiation into relief, let’s first consider three common but inappropriate expectations negotiators bring to the bargaining table. It’s typically inappropriate to go into negotiations expecting to get:
Everything in the entire world. The most aggressive among us (and apparently most members of Congress) go into negotiations assuming it’s appropriate to expect everything in the entire world. That is, they assume they should get literally everything they want on all issues—or at least they talk that way. That’s not only inappropriate—it’s silly. As we all learned in kindergarten if not before, we can’t have our way on everything all the time. Assuming we can in a negotiation is sure to produce an impasse or worse.
Nothing in the world. Conversely, the meekest negotiators go into negotiations assuming they won’t get and don’t actually deserve anything at all. Rather, they somehow assume their dominant counterparts’ most unreasonable whims and aggressions—the car dealer’s outrageous sticker price, the bank’s ridiculous fees, the cable company’s unbelievable markups—must be justifiable somehow. Beyond the reality that expecting nothing is going to get us just that much, this expectation is inappropriate because it makes inappropriate expectation #1 appropriate for your counterpart. And if you’re actually negotiating with that counterpart—if they need your cooperation just as you need theirs—it’s not.
Half of everything we each request. If expecting everything and nothing are equally inappropriate, doesn’t it follow that expecting half of what we each request is wise? No, for the simple reason that we and our counterparts tend to value the issues differently. There are some things we absolutely need from a deal—all-wheel-drive to handle those icy roads, a job that allows for some virtual work—and there are some things we don’t. And of course, the same is true for our counterparts. If we simply take the average between our random demands and theirs, we’ll end up with more than we need on some issues and less than we need on others—as will they. It’s woefully inefficient for everyone. And that’s the problem with an overly simplistic view of compromise in general: it leaves everyone unhappy.
So what should we actually expect from a negotiation? Everything we really need. We should (and in fact must) go into a negotiation expecting to achieve our true needs—lest we guarantee ourselves a set of unmet needs. But note that everything we really need is not the same as everything in the entire world, nor none of it, nor half of whatever we and they happen to ask for. It’s everything we want on our most important issues, often in exchange for everything they want on theirs (i.e., an integrative tradeoff).
In sum, many negotiators set their sights too high by expecting everything in the world, too low by expecting nothing, and too inefficiently by expecting half of whatever everyone happens to request. So the next time you go into a negotiation, make sure you’ve differentiated what you really need from what you really don’t, then committed yourself to getting all of the former—and nothing more or less.
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.
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:
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.
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.
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 Yesand 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.
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.
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.”