Negotiation is both a science and an art. There is a process that you should follow, which includes some rights and wrongs. But what truly differentiates a capable negotiator from an exceptional one is the art. Companies do not negotiate with companies - people negotiate with people - so understanding the art is about understanding people.

It is impossible to give someone a do's and don't's checklist for negotiation because often the appropriate behaviour or strategy is simply gauged by the skilled negotiator.

Understanding the ego sitting opposite you will determine how much movement is necessary and the size of the steps required to provide enough satisfaction for them to accept. However, also understanding how they will respond if a tough stance is taken may enable you to hold firm even if you feel

uncomfortable.

Understanding their position, flexibility and interests is a lot to do with gut feeling. Are they being honest and open? Often the answer to a question comes down to intuition.

I am often asked who has more power between two negotiators. Again, many factors influence this, particularly the level of dependency each party has on each other. But some negotiators are able to create the perception of far greater power than they actually have.

This requires nerve and tenacity to offset the risk of failure. To do this, actions typically include increasing prices significantly, walking away from a deal to be stronger next time or delisting a supplier or criticising their product or service. However, the real skill is in the manner and tone of how you speak. Powerful people talk with confidence and force. They ask for what they want and tell other people the way it is. They ask direct questions and are not overly polite or apologetic. They don't need to be rude or aggressive because they don't need to waste emotional energy on someone. Changing your manner and language to become assertive makes you stronger.

Negotiation is strategic. Understanding different moves allows us to understand which one will create what outcome. Often previous experience and instinct allows a skilled negotiator to determine the path that will create the best outcome given the psychology of the person sitting opposite them.

This instinct can be developed but getting experience is key. All the greatest artists weren't born brilliant - they had to learn their art. And like most skills, practice makes perfect.



Graham Botwright is a partner with The Gap Partnership, specialising in commercial negotiation consultancy and development solutions.