Negotiating via email has many advantages, including taking the emotion out of the process and allowing time for consideration - but is it the best way to do business?

A skilled negotiator prefers negotiating face-to-face. When sitting in front of a business partner you can see every reaction, build rapport and build greater credibility in what you say and do. Communication research has concluded that 55% of the message received during a personal interaction comes through non-verbal communication.

Today's diversity of communication media means negotiation is happening more through telephone, text or by video conference. But most significant is the growth in use of email.

Email is quick and one-way: the other party cannot interrupt you or distract you. It can allow negotiations to progress over a few days, giving more time for consideration and the opportunity to defer to a higher authority. It is easier to take the emotion out of the negotiation and emails can be checked for precision of language. It takes out the non-verbal giveaways that skilled negotiators will analyse, allowing a less skilled negotiator to feel and be safer.

Despite these advantages, skilled negotiators prefer to negotiate face-to-face because email strangles much of the art of negotiation.

Negotiation is about giving the other party satisfaction. This satisfaction is felt by the collaborative language and creativity that parties build together. While this can be done by email, it is much easier to revert to a bargaining mentality, where the focus is on one key issue (usually price or margin), with the fringe issues carrying little significance. Face-to-face, looking them in the whites of their eyes, the small talk around the negotiation, a little grin, a new idea off the cuff, an offer of a coffee or an expression of dissatisfaction all offer the other party information that builds their satisfaction and creates trust.

Email is often seen as a way to hide. It has also become a quick and easy way to reply when short of time. This leads to rushed messages, often resulting in mistakes and the wrong messages being sent. An innocently intended sentence can sound like a demand of unrealistic proportions. Sometimes an email can be forwarded to the wrong person later or the 'reply all' button might include inappropriate people. These mistakes are often impossible to repair.

The reality is that people negotiate with people and people like to interact with each other. As soon as we remove that face-to-face interaction we remove 55% of the relationship. While email is a necessary part of our business lives, don't forget the importance of sitting around the table. It's amazing what benefits can be gained by showing an interest in how well other people's children are doing at school!n

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