Page 142 - Communication in Organizations Basic Skills and Conversation Models

Negotiating 131

These elements cannot be viewed separately from one another. They influence each
other: if changes occur in one element, they will have conse-quences for the other
elements. For example, if the positions become harder, the atmosphere will deteriorate
and the negotiation space diminishes. The influence of these elements demands from the
negotiators adequate listening skills and the ability to provide clarity of their position.

Influencing the negotiation space
In order to influence the negotiation space, negotiators have to realize that behind most
standpoints hides a motive. Why does the other party take this standpoint? What is the
principle or idea behind it? What are the norms and values influencing the thinking and
behaviour of the other party? What are your own norms and values? By asking questions,
paraphrasing, giving reflections of feelings (see Adler, Rosen, & Silverstein, 1998) and
summarizing, negotiators can discover the underlying interests. In addition, by providing
insight into your own underlying interest to the other party, it can often appear that the
negotiation contains more compatible interests than initially expected. Besides, it is easier
to think of solutions if the negotiation space offers more possibilities than the black and
white opposition of two standpoints.|

Influencing positions
Negotiators are dependent on one another. They need each other in order to reach an
agreement. However, this mutual dependence does not mean that they will both take an
equal position.

In the negotiations between Dinner Ltd and Central Heating, the installer
would hold the best position if he were the only one in the geographical
area. However, Dinner Ltd is in a luxurious position because there are
more good installers. Shortage and time pressure can, amongst others, be
factors that put one of the parties at an advantage and (temporarily) place
them in the best position.

The extent to which negotiators can hold a good position depends on how much they are
able to influence the situation. That is why it is important in a negotiation situation that
negotiators realize in advance which positions they themselves and the other parties hold,
and how these positions can be changed. By making a strength and weakness analysis of
their own position and that of the other party, negotiators can get a good insight into the
possibilities of influencing the negotiation. A way to strengthen one’s own position is by
thinking up an alternative in case the agreement is not made. With such an alternative up
their sleeve negotiators are less dependent on the other party.

Influencing the atmosphere
One of the golden rules of negotiation (Piët, 1990) is to divide content and relationship.
However firmly negotiators defend their affairs, they must ensure that they don’t lose
face. A negotiator who doesn’t empathize with the person behind the other party creates