These days, it seems everything gets done electronically, and more and more, that includes important negotiations. In many ways, electronic negotiation – by which we generally mean negotiations conducted using email, instant messaging, or even text messages – is no different than any other form of negotiation. In order to be successful, you must follow all the principles for conducting an effective negotiation:
? Employ the five phases of negotiation:
? You must understand the significance of – and the difference between – interests, issues and positions.
? You must be able to recognize and neutralize tactics that might be used to put you at a disadvantage.
? You must be able to effectively trade concessions.
? You must commit to a Bottom Line before you begin formal proceedings.
? You should also already have some idea in mind regarding what your best alternative to a negotiated agreement would be, should the negotiation fail.
Obstacles to overcome in electronic negotiations
In many ways, a good negotiator is a like a good poker player, in that a good negotiator acquires a lot of important information by “reading” the body language and tone of voice of the person across the table. Unfortunately, in an electronic negotiation you do not have these clues to aid you, so it will be more difficult to adjust the strategy and structure of the negotiation during the ebb and flow of the negotiation process.
Another issue in electronic negotiations relates to the ways in which time becomes a factor. In a face to face or telephone negotiation, it is typical for the parties to commit to a time frame and a place to meet, with the intention of resolving several major issues all at one sitting, and perhaps even to complete the entire deal. In electronic negotiations, the pace is often much more relaxed. Discussion, proposal and bargaining slowly play out one message at a time, often with several hours or even several days between responses. One party may excuse his slow responses on the basis of being “in a meeting” or “on a call.” You have no way of knowing if that is true. It is just as likely that your latest offer was the subject of that meeting or call, and the other side is parsing every line of your offer, searching for weaknesses or looking for just the right tactic to counter your offer. All the while, you are left in the dark, wondering what is going on and what it all means.
Advantages in electronic negotiations
Of course, those obstacles can also become advantages when wisely played:
? The lack of sensory information can help you protect your strategy and positions because the other side can’t read your tone of voice or body language.
? The time delay provides you with the opportunity to carefully consider your next move, and to consult advisors if necessary, without telegraphing to the other side that you are experiencing a momentary lack of clarity or confusion.
? The time delay also prevents you from over-reacting in high-pressure situations, especially if the other side has just implemented a surprise tactic that seems underhanded or threatening.
? The Words Must Do ALL the Work
The clearer and more well-organized your writing is, the more likely it will be that you can connect successfully with the other party during the negotiation.
Use the following format when composing each proposal or response during an electronic negotiation.
? Have a specific statement of purpose in mind for each message you send. Ask yourself, “What do I want this person to understand or do as a result of the message I am sending?”
? Always take into consideration the needs, attitudes and interests of the person who will read this message.
? What specific information do you need to include in your message and, more importantly, how should it be organized? At this point, since you have the time anyway, it might be a good idea to stop and create a simple outline. How do you want to open the message? What points do you want to make? What order should they come in? What is the best way to close your message so that your reader will understand what is expected to happen next?
? Make sure the information is developed appropriately Does the style need to be casual or formal. Are the paragraphs too long and hard to follow? Above all, try to eliminate anything that could confuse the reader.
? After you have completed your message, DON’T PUSH SEND YET! First of all, proofread everything. It does not inspire confidence in your negotiation partner to discover that you don’t know the difference between their and there. Make sure all of your facts are correct.
James A. Baker is the Founder of Baker Communications. Baker Communications is a sales training and development company specializing in helping client companies increase their sales and management effectiveness. He can be reached at 713-627-7700.
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December Tip for Electronic Negotiations: Follow the Six Cs of Good Writing:
CLARITY - The purpose of your message, as well as any action items that need to be implemented, must be stated in clear language that cannot be misconstrued.
COMPLETE - Have you included all necessary information and instructions so that the reader will have a complete understanding of what is supposed to happen next, when and why?
CONCISE - Don’t use 10 sentences if five will do. Don’t use 10 words if five will do. The longer and more rambling the message, the easier it is to confuse the reader.
CONCRETE - Avoid vague terms and phrases. Exact language helps everyone to know what you want to achieve.
CONFIRM - If the purpose of your message rests on facts and data, make sure you have confirmed the accuracy of everything you say.
CORRECT - Eliminate all typographical, spelling, grammar and structural errors.
