Can negotiation research make you a better presenter?

Making presentations is a major part of many people’s jobs. So wouldn’t it be nice to somehow make presentations more negotiable?

Here, as in many areas, negotiation research can help. In particular, a broad reading of the negotiation literature’s distinction between distributive and integrative approaches can help to manage the many types of difficult audience members you might encounter when presenting.

First, let’s unpack the distinction. Negotiators can approach their task using a distributive or integrative approach. A distributive approach involves competitively and aggressively seeking to achieve your own interests at the expense of the counterpart’s. An integrative approach involves cooperatively and creatively seeking solutions to satisfy both parties at the same time. Negotiators can adopt either approach (or both) in nearly any context (for example, consider this application to intra-family negotiations).

And now, let’s see how the two approaches can help us deal with some prototypically nettlesome audience members—people in the audience of our presentations who…

  1. Say they have a question but really have a comment: Under the distributive approach, you’d say, “What’s the question?” in an attempt to call them out. Under the integrative approach, you’d acknowledge the comment and transform it into a question you can answer, thereby validating their point but repositioning the ball in your own court.
  2. Love to hear themselves talk: The distributive approach would involve cutting them off. An integrative approach would involve asking them to pause while you answer the first twelve parts of their 434238497234-part question, then asking them if it’s ok to take the rest offline (most will oblige).
  3. Are saying something dumb: The distributive approach would involve dismissing their comments on the basis of dumbness. The integrative approach involves finding the kernel of wisdom buried in every dumb comment, then rephrasing it in smarter terms. (Making others look smarter than they are is often a good idea.)
  4. Ask about something you’re planning mention shortly: Under the distributive approach, you’d say, “I’ll get to that.” Under the integrative approach, you’d complement them for acutely anticipating your line of thinking, then ask whether it’s ok to address it in X slides. Again, most are happy to oblige.
  5. Are frowning and crossing their arms: The distributive approach would involve fixating on them and trying to convince them. As described in my book, the integrative approach would involve finding more amenable negotiation partners, namely the others in the audience who are smiling and supportive.

And so, there’s a distributive and an integrative way to interact with the many difficult members of our audiences. Although I’m sure we’ve never been difficult audience members ourselves, we’ve all been on the receiving end of a distributive presenter. On that basis, I hope we can all commit to following the integrative approach ourselves.