Five Secrets to Negotiating a Better Deal
by Daniel Shapiro
You’ve listened carefully to your client’s needs and are thrilled to have found a tailor-made solution. But while presenting this treasure, you notice an unexpected coolness. The enthusiastic reception you anticipated is replaced by an inexplicable resistance as he nitpicks items that hadn’t seemed important the last time you spoke. Your frustration builds. What went wrong? Haven’t you done your job well?
The answer probably lies in the needs your client didn’t mention. Clients have emotional needs that are essential to fulfilling your professional goal, satisfied clients. In the new book Beyond Reason: Using Emotions as You Negotiate, Roger Fisher and Daniel Shapiro describe five core concerns that are essential to the negotiation success of any real estate agent: appreciation, affiliation, autonomy, status and role. In this article, we give you a glimpse into how to use these core concerns to improve your negotiations.
Express Appreciation
We all love appreciation. Yet we often fail to express appreciation to others, including clients. So the next time you interact with a client, don’t jump straight into problem-solving the perfect deal. First, take a moment to express to them the importance of their goals. (“I understand how important it is for you to have construction done before the winter sets in. Any other interests that are important for me to know about to best help you?”) It may seem obvious but it’s easy to forget this step and leave clients uneasy about whether you truly appreciate their needs.
Build Affiliation
We all like to feel part of a team. Making clients happy will be easier if you and they work together as a team toward common goals. Creating a sense of affiliation takes just a minute or two to do and its effect can be powerful. Rather than talking with them about the weather, share a little about your family and ask about theirs. Let them know that you see your work with them as a shared challenge that is best accomplished if you work together.
Don’t Impinge on Autonomy
Though clients hire you for your expertise, they want to participate in the process. Presenting them with a single solution gives them only one way to stamp their identity on “your” solution – to reject it! Give them more than one option or leave several final choices of detail to them. (“Here are a few options. Which ones best meet your interests?”) Make them a great pizza but let them choose the toppings.
Respect Status
We all like to feel respected for our unique experiences and expertise. This is true for you and for your clients. Sure, your clients come to you for your particular knowledge and talent. While that can feel good, remember to return the respect. Let them know: “I may know more about real estate practices but only you know what property will best meet your needs. I’d appreciate learning more from you.” Respecting your clients’ status makes them feel good and they’re more likely to listen to you.
Build a Fulfilling Role
None of us want to feel as though the work we are doing is unfulfilling. The more fulfilling you make the role of your client, the more he will feel good and want to work with you. There is a simple, powerful way to enhance a client’s role: ask for his advice. (“What’s your advice on how we should deal with this problem?”) Whatever your client’s worries, asking advice invites him to work with you. It reduces his discomfort and turns him into a partner working side-by-side with you.
Addressing your client’s core concerns is good for both of you. Instead of defending yourself against a client’s sudden stubbornness or nitpicking, allow yourself to hear the bigger message: At least one of your client’s hidden needs is not being met. Can’t remember all five core concerns quickly enough to decide what’s really happening? Ask your client for ideas! Don’t be surprised by the new level of cooperation you’ve created.
For essential negotiation tips, see Beyond Reason: Using Emotions as You Negotiate by bestselling authors Roger Fisher and Daniel Shapiro of the Harvard Negotiation Project. For a free negotiation preparation guide, visit their web site at www.beyond-reason.net.