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How to be a good negotiator





• try to get on well with your opposite number

• use emphatic language

• show respect for your opposite number

• make suggestions to resolve disagreement

• have clear objectives

• be determined to win

• say ‘I don't understand’, if that is the case

• listen carefully

• always compromise

• discuss areas of conflict

 

3. Choose adjectives which, in your opinion, characterize a perfect negotiator:

persuasive, pushy, polite, firm, aggressive, flexible, sensitive, confident, loud-mouthed, clear, competent, willful, knowledgeable about business sector, constructive, hot-headed, controlled, honest, prepared, tenacious

 

Reading I

 

 

1. Skim through the text and answer the following questions:

a) What are the three main types of negotiation?

b) What is important to create at the start of a negotiation?

c) What should negotiators do if any problems arise?

 

THE ART OF NEGOTIATION

 

Negotiations take place in ‘different situations’ both at home and at work. Broadly speaking, one can identify three main types of negotiation: 1. The win-winformat: two parties try to find a mutually beneficial agreement and establish the basis for a lasting relationship. 2. Both teams look more for independent advantagewith less emphasis on a long-term relationship. 3. The win-loseformat: when the two sides see their counterparts as opponents, for example in some trade union and management negotiations.

There has been a great deal of research into the art of negotiation, and, in particular, into what makes a 'good' negotiator. One point most researchers seem to agree on is that good negotiators try to create a harmonious atmosphere at the start of a negotiation. After initial small talk to establish a good rapport, both groups normally present their opening position. However, strategies and tactics have been prepared and there is usually room for manoeuvre. Parties will prepare an ideal position but will be prepared to make concessions and move to a fallback position to meet the required conditions.



Good negotiators generally wish to reach an agreement which meets the interests ofboth sides. They therefore tend to take a long-term view, ensuring that the agreement will improve, or at least not harm, their relationship with the other party. On the other hand, a poor negotiator tends to look for immediate gains, forgetting that the real benefits of a deal may come much later.

Skilful negotiators are flexible. They do not "lock themselves" into a position. Proposals and counter-proposals will be made as part of negotiations. It may also be necessary to identify and overcome obstacles to a settlement. After a great deal of bargaining and haggling, both parties should compromise without losing face. They have a range of objectives, thus allowing themselves to make concessions, for example, "Iaim to buy this machine for £2,000" and not "Imust buy it for £2,000". Poor negotiators have limited objectives, and may not even work out a "fall-back" position.

Successful negotiators do not want a negotiation to break down. If problems arise, they suggest way of resolving them. Only in this way a deal will be reached and a contract will be signed. The best negotiators are persuasive, articulate people, who select a few key arguments and repeat them. This suggests that tenacity is an important quality.

Finally, it is essential to be a good listener and to check frequently that everything has been understood by both parties.

 

 

2. Now read the text once again and answer the more detailed questions:

a. In what negotiations do the two parties see their counterparts as opponents?

b. What do both parties normally present after establishing a harmonious atmosphere of negotiation?



c. Do negotiators generally wish to reach immediate gains to themselves?

d. Why is it important to be flexible at negotiating?

e. Is it necessary to make concessions and work out a fall-back position at negotiation?

f. What is one of the most important qualities of a perfect negotiator?

g. Why is it essential to be a good listener at negotiation?

 

Vocabulary

 

1. Find words and phrases in the text that mean:

a. done or experienced equally by two people (parties, groups, etc.)

b. producing results that bring advantages

c. continuing for a long period of time into the future

d. someone that has the same job or purpose as someone else in a different place

e. friendly agreement and understanding between people

f. the possibility of changing your plans and decisions

g. to allow smb. to have smth. in order to end an agreement or a disagreement

h. to satisfy the interests

i. financial profits

j. to fight and win against difficulties

k. an agreement between two people that is achieved by both parties accepting less than they wanted at first

l. a discussion in order to reach an agreement about a sale, contract

m. arguing, especially when trying to agree about the price of smth.

n. to achieve an agreement

 

2. Complete the sentences using the words and expressions from the text:

1. We will never ________ ________ to terrorists.

2. I’m not interested in companies that care only about short-term _________.

3. The 4% pay raise was the result of some hard _________.

4. Belgian officials are discussing this contract with their French __________.

5. She has established a good _________ with her new colleagues.

6. After two years of negotiations, the warring parties finally _________________.

7. In this situation it’s difficult to come to an agreement that will be __________ to both parties.

8. The treaty represents a political _________ between the two nations.

 

3. Explain the meaning of the underlined expressions in the following sentences and paraphrase them in any adequate way:

1. Poor negotiators have limited objectives and may not even work out a fall-back position.

2. Good negotiators do not “lock themselves” into a position so that they will loose face if they have to compromise.

 

3. Observe the use of “face” in the following phrases: to save face, to show one’s face, to be blue in the face, to have smth. written all over one’s face, to wipe the smile off one’s face, to come face to face with smb., to put a brave face on.

Try to paraphrase these expressions in the following sentences:

1. Rather than admit defeat, Franklin compromised in order to save face.

2. He wouldn’t dare show his face in here, after the way he behaved last week.



3. You can argue till you’re blue in the face she won’t change her mind.

4. He had guilt written all over his face.

5. Tell him how much it’ll cost – that will wipe the smile off his face.

6. At that moment he came face to face with the boss of the company.

7. He was shattered, though he put a brave face on.

 

4. Design your own exercises to make your group-mates practise the

words and phrases of the text.

 

 

Use and Usage

 

Prepositions with negotiate

We normally negotiate with someone. We negotiate about something. It’s not good to negotiate from the position of strength. It would be better if you negotiated in good faith.

Complete the examples with the appropriate preposition:

a) Union leaders have negotiated ……. a shorter working week.

b) The government refuses to negotiate ……. terrorists.

c) The boss of this joint-stock company always negotiates ……. a superior position.

d) He claimed that he had negotiated ……. good faith.

 

Speaking

 

Summarize the main points of the text as a list of guidelines on negotiating.

 

Listening I

1. In this interview, you will hear Siobhan Quinn, Sales Manager at Texaco, talking about negotiating. Listen and check whether the following statements accurately reflect what she says.

 

1. Siobhan Quinn's full title is Manager, Bulk Sales, Texaco Fuel and Marine
Marketing Department.

2. Negotiators are born not made.

3. It is important for both parties to achieve something in a negotiation.

4. Some 40% of Texaco's business is with non-native speakers of English.

5. Language affects negotiating strategy more than cultural considerations.

6. Personality influences negotiating strategy.

7. PLAS is a financial magazine.

8. Negotiating is a bit like dancing and boxing.

Tapescript

DC: What is your actual title?

SQ: My actual title is Manager. Bulk Sales, Texaco Fuel and Marine Marketing Department, Europe. So you're probably sorry you asked that!

DC: Well let's get into negotiation. I mean are negotiators born or made would you say?

SQ: I would say a very rare few are born, most of us are actually made, and I'd say just about anybody can learn to be a negotiator, because negotiation is really taking skills that exist within yourself, and honing them to the appropriate situation, so although some people, you could say that the market trader or somebody selling bagels in the East End is a born trader or negotiator, I would say most negotiators are, are made, whether from necessity or desire.

SR: What are some of those skills then that you need to be good at negotiating a contract?

SQ: You don't want a business deal where you have left the other person so crushed that they are not ever going to come back to do business with you again. You actually want to reach that middle ground where you've achieved something, they've achieved something, and if you can't reach that middle ground then the chances are you shouldn't be looking at a deal at that particular time anyway.

SR: So it's important to go for a win-win situation.

SQ: Yes it is, yeah.

SR: Do you trade, or do you negotiate with a lot of people whose first language isn't

English then?

SQ Yes, I would say I do. Probably 50 - 60% of the business we do are with non-native

English speakers.

SR: Right. And does that affect your strategy during a negotiation or not?

SQ: I wouldn't say whether or not English was their native language necessarily affects the strategy, because most of the people that we deal with do speak English rather fluently. What would affect your strategy is a knowledge of, possibly their cultural bias; which you could say also exists within native English speakers. You might approach an American slightly different from you would approach an English or a Scots person you were negotiating with - so it's, it's an awareness of a little more than the language that you're dealing with that would influence how you would approach the negotiation.

SR: So do you, do you usually try to familiarise yourself with the background of the people you're dealing with?

SQ: Oh absolutely, that's your . . . biggest asset in a negotiation. There is no one winning formula for a negotiation, it is very much a case of not only knowing your own business, but it's an understanding of the personality of the other party involved; and in the course of a day you might take three or four different approaches to negotiations depending on the personality of the other party.

DC: What sort of approaches would these be though, I mean would you play it very tough with an American or …?

SQ: In terms of the people I deal with, and I'm just running through my mind right now, some of the utility buyers that we work with.

DC: Can you give us a profile of some of these people in broad terms?

SQ: Right OK. There's erm, there’s one person I deal with who's Irish,
well-educated, he actually has a background from a major oil company himself, very gregarious, talkative, knowledgeable about the industry hut also quite erratic in the way he deals with things. If you catch him in a certain mood on a certain day he will make up his mind just instantly, and say 'Right, I feel good about this - that's that.' On another day, or another week even, it could take you, take you hours and hours of chatting through and you'd get 'Mmm, I don't know. I'm not sure about this. I don't feel good about this.' He's a very intuitive buyer. Whereas somebody else we deal with is very much plays by the book, by the numbers, so it's no use going to buyer number 1 saying, 'This is what historical figures will tell you and this is definitely the time to buy, and this is a fair price', you have to say. 'Ooh, you can feel the market's moving this way, you know now's a good time to buy because if you wait a week it's going to be
$10 higher'. Whereas the second buyer you would very much approach with a straightforward - 'well the PLAS', which is an oil- related index, 'PLAS is telling you that you have a price of X and this is a fair price that we're giving you and therefore you should buy' - and he would buy it on that, whereas trying to put an intuitive approach in this person's mind wouldn't be knowing the person you're dealing with.

DC: What areas of a negotiation cause most trouble, would you say?

SQ: The areas of a negotiation that would cause most trouble really are when you have somebody on the opposing side that doesn't recognise that they're in a position of negotiating, i.e. you get no feedback whatsoever, so you are speaking and negotiation . . . it's a bit of a dance really: two steps forward, the other party two steps forward and just edging around maybe even like a boxer is, edging around each other until you actually make contact. But when you have somebody that refuses to give anything back, well then there's not too much you can do about that. Because you . . . you have one of two options - you either give up before you start or you lay all your cards on the table instantly and say that is my position, there's no room in this, I can't budge, and either take it or leave it. That's the only way you can deal with a person in those circumstances. But most business, there should be enough factors at hand that there should be a give and take in the terms of how you negotiate.

DC: What advice would you give to someone who wanted to be a sales negotiator?

SQ: The advice I would give is, erm ... know your own business as much as you possibly can; know their business as much you possibly can, and know them. If you know where you're starting from, if you understand your business then you're not going to make a mistake on your side. The more you know their business the better chance you have of actually pitching your own sales strategy appropriately. And the more you know of the person you're dealing with, the better chance you have of success.

To be successful in negotiating you actually need to listen to the other party and hear ... it's not always said in the words they're saying, but hear the hesitations, hear ... if you're face to face, you can actually read the body language. Since most of our business is not face to face you don't have the body language, so it's even more important that you can pick up over the telephone the clues as to what is actually going through that person's head, whether you are way off mark with the approach you are taking or whether you're actually just two cents apart from each other, so I would say listening is a very important skill.

 

2. Listen again, and make notes under the following headings and subheadings:

- personality

- buyer 1, and how to deal with him

- buyer 2, and how to deal with him

- feedback

- how negotiating works

- negotiating without feedback

- advice

- knowledge

- skill

 

3. Prepare a presentation on the topic “The main skills needed at negotiations”. Use notes of the previous exercise.

 

 

Writing I

 

Write an essay in 180-200 words on the topic “An advice to a future negotiator”. Use the words and expressions from Reading I and Listening I.

 

Reading II

Read the advertisement and complete the following recruitment file:

JOB SPECIFICATION

Company…

Location…
Position…
Duties…

Salary…
Benefits…
Contact…

PERSON SPECIFICATION
Essential

Desirable

Dealing in the oil and fuels market is a high-powered activity, and Texaco Fuel and Marine Marketing is a major player within it. We deliver bunker fuels to ports worldwide, negotiating the sales of many millions of barrels of fuel each year.

So our small team is critical to profitability. Negotiating spot sales – both prices and volumes - with ship owners and shipping lines is exceptionally competitive. It calls for a clear head and keen commercial acumen. And, since you'll be working under pressure and in rapidly changing conditions, you'll need to be capable of rapid decision-making.

Sales Negotiator

 








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