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Negotiable
Gavin Kennedy, Managing Director of Negotiate Limited, an Edinburgh-based
international consultancy, a Professor at Edinburgh Business School, is author of,
amongst others, Everything is Negotiable, one of the worlds best-selling books on
negotiation. [1]
Kennedy believes that in order to learn about negotiation effectively, the process
should be enjoyable, and to that end, he uses classifications for negotiators:
Sheep easily led into choices by other people. Accepts situations at face
value, preferring to submit rather than defend self-interests.
Donkeys react in a knee-jerk manner, often stubborn, sticking to deeply
held principles through ignorance.
Foxes succeed through knowing the situation, and cunning. Experts at
exploiting sheep and donkeys, but risk being too clever for their own good.
Owls are sensitive to longer-term benefits of developing relationships
through negotiating to get well-deserved results. They earn the respect of
others, and are well prepared for threats and seizing opportunities.
Kennedy gives out extremely practical, common sense advice on how to negotiate,
advice which is applicable to everyday negotiations and to high-powered business
negotiations:
Never accept the first offer.
If a grievance exists, dont just complain, negotiate a solution.
Never improve an offer without having received a counter-offer.
Always ask what if? when presented with an offer, until all eventualities are
covered.
This involves a determination that the other partys behaviour will not affect the
outcome of the negotiation. This can simply be stated to the other party. They may
not believe it, but the case will have been stated, and the final result should prove
the statement correct. The implications are that if the behaviour will have no effect on
the outcome of the negotiation, the behaviour will also not be an issue between the
two parties.
Focusing on the outcome rather than the immediate issue of the behaviour is simply
a neat way of sidestepping that issue entirely, and completely disabling any
intimidation tactics, intended or otherwise. Kennedy believes that to focus on the
outcome means concentrating on the merits of their case and the principles of
trading.
Kennedys experience of negotiation has led him to develop these somewhat
unorthodox views, borne out through years of practical experience.
[1] Gavin Kennedy, Everything Is Negotiable, 3rd Edition (Random House Business
Books, 1997).
Image Credit: Flickr ActiveSteve (accessed 13 November 2014).