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The Best Solution

by Bernard Zick    

Win-Win?

Applying the wisdom of Solomon-cutting it in half-may work (after all, it's not a baby, as in the biblical tale). If each wanted a deer, isn't half a deer better than none? Although, it is difficult to mount half a set of antlers. Isn't compromise what negotiation is all about? Isn't sharing part of win-win settlements? You remember win-win, the negotiation theory that says, "You give up a little and I'll give up a little and we can make this deal work." Well, this circumstance is one time win-win doesn't appear to meet the challenge, unless you want to be the one to convince two surprised, upset and probably angry hunters that half a deer is as good as a whole deer.

Win-Lose?

Now, win-win is still an improvement over a win-lose approach, where the toughest, fastest or most powerful wins and the other person loses. This winner-take-all approach, although used (literally) for centuries, may work once or twice. But, long-term, as economic or business climates change, the losers will get even. Or, they will resent past losses and refuse to deal with people or companies that took advantage of them.

Ultimately, win-lose tactics catch up with you and cost you more than you gained. Nobody is immune from changes in the marketplace, the economy or competition. Even the powerful OPEC oil cartel hasn't been able to dictate prices, despite their efforts for a decade. So, rule out that strategy, even if you can gain an unfair advantage in a particular situation. For example, would you hold a supplier to a contract that, because of dramatic, unforeseen changes in raw material costs, resulted in their losing money on every order? Can you afford for them to go out of business? (High technology circuit manufacturers still remember the doubling of gold prices many years ago.)

It is easy to talk about avoiding win-lose opportunities, but much more difficult to put them into practice. Is it greed? Weak values? Actually, it is conditioning. We all know "someone has to win and someone has to lose." Look at sports. Don't you go to a ball game to see who wins and how they won? It is even easier because there is a score. Did you ever hear of a game where the teams compromised or agreed the score would be equal? We would shout "foul play."

In most cultures and civilizations, there are winners and losers. We expect it. So, it's no wonder untrained negotiators try to win. I've even heard some executives refer to their customers as the opposition. Negotiation is not a ball game; it is establishing a relationship. And, if the relationship is to benefit all concerned, the win-lose philosophy doesn't work. (Have you ever heard of a successful marriage where the partners kept score?)

Target Negotiation

Meanwhile, we still have our cold, tired, disappointed hunters trying to figure out what to do with the prize each would like to claim. Let's assume these hunters will see each other again, as you will see your business associates again. Consequently, they don't want a bitter parting after a win-lose struggle. Is splitting the deer in two the only alternative? No. Like many business or personal situations, further investigation into the true wants/needs of the people involved produces additionaland betterchoices. While we have pondered which negotiation strategy works best, our hunters have discovered one of them hunts deer for the meat. He freezes it and enjoys venison steaks for weeks to come. As it turns out, the other hunter was primarily interested in mounting the deer's antlers. He usually gave the meat away to friends. That means each could get what he wanted, without compromise. The hunter who wanted the antlers didn't have to share them, and the other hunter could keep all the meat.

Initially, in our haste to find a compromise solution, we considered splitting the deer, instead of inquiring about what the hunters really wanted. Failing to find the true wants/needs of the person you are negotiating with is a common negotiating mistake. Target negotiation is a system that concentrates on the wants or needs of the other person, first. Since people will only agree to your deal if they get what they want, find out what they want. Don't sell apples at a discount if they want oranges; they won't buy. Focus on what they want to get what you want.

Most negotiators spend their time and energy on what they want, viewing the negotiation process as a defensive activity. It is not. They are aiming at the wrong target-their own.

To be a successful negotiator, aim at the other person's needs first, then yours. To meet their needs, you have to know what they are. Inquire and listen before you make an offer. You will be shooting at the right target in your hunt for the best solution.


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"Deal-Maker" Bernard Zick, a top Business Growth Expert, has spoken to over 250,000 top leaders in America. His expertise is widely recognized, and he is considered a master negotiator. You can contact "Deal-Maker" Zick at www.zick.com. His best-selling b