00:00
Hi and welcome to the
negotiation process.
00:03
Have you been in a situation where
you need to talk to somebody?
Solve a problem?
You have it in your head
and you think I'm just
going to go and talk to them
and it's going to be
solved in 2 minutes,
and all of a sudden you walk in,
you start talking in
the person shuts you off
and tells you to leave the room,
they're not ready
to talk to you.
00:20
In this lecture,
we're going to talk about
how do you design a
negotiation process?
We're going to identify some
common elements in the negotiation.
00:29
We're going to look at different
phases in the negotiation.
00:32
And then we're going to learn two
major approaches to negotiation.
00:36
In order to frame this lecture,
I would like to start with a
short case called 'soul food'.
00:41
Maria and Barbara work in the
bakery and coffeehouse industry.
00:45
It's a booming industry.
00:47
They both have professional
working careers.
00:49
They're working together.
00:51
And they meet once a year to discuss
how to improve their cooperation.
00:54
The relationship has both
the potential for conflict.
00:58
And at the same time there's a chance
that they can increase cooperation.
01:03
On the one side,
Maria is a supervisor.
01:06
She works for Soul Food
Distributors, a growing industry.
01:09
She's career-orientated.
01:11
She's competitive.
01:12
She knows what she wants.
01:14
She's also the head of customer
relations and new acquisitions.
01:17
Coffeehouse and bakeries
are her specialty.
01:20
And her main goal is
to expand the company.
01:24
On the other side,
Barbara is the owner
of a small bakery inherited from
her father and her grandfather.
01:33
It's called the Coffee Spirits.
01:35
It's in a tourist village
where no chains are allowed
small traditional attitude
is the way people work.
01:43
Avoidance is her main
way of negotiating.
01:46
She's a small operator
and she needs stability.
01:49
She's the co-owner of The
bakery with her sister
and her main goal stability.
01:54
Some of the conflicts
Maria and Barbara have our
last minute cancellations,
how to experiment
with new goods,
and how to make Soul Foods a little
more visible in the community.
02:06
Now Maria is interested
in profitability.
02:09
She likes high-end
products, emerging trends,
how to cut the cost.
02:14
She also enjoys
making sure that people have their
special orders fulfilled within 72 hours.
02:21
She has an interest in the
reputation of the company
seasonal products
and high-end products
and visibility are in a way
to increase the reputation
on the other side,
Barbara wants to make profit
and she does that through
stability, low risk,
and making sure her customers have
their special orders fulfilled.
02:39
She also has an interest in
reputation, traditional
types of Bakery items
are her specialty
and at the same time she likes
to fulfill special orders quicker
within 24 hours,
why?
Because in today's world the internet
can deliver faster than Barbara can.
02:58
Now Maria has a fleet
of delivery trucks.
03:00
She has extra workers.
03:02
They can work overnight.
They can do the overnight deliveries.
03:05
She can call on local
producers to fulfill orders.
03:08
However,
she is constrained by two things,
less interest in
traditional products
and increase profit
margin in designer goods.
03:17
On the other hand,
Barbara also has some resources
she has name recognition,
heard Bakery is the best place
in the entire Market Square.
03:27
She's also has
high end customers
who would like to spend
a little more money,
but she's constrained
by two issues.
03:36
Number one,
her neighbors want to make sure
that she doesn't go too fast,
and sales too many things that are
not within the village atmosphere
and number two, her customers
actually enjoy the traditions
and like to buy these products
more than newer products.
03:55
While all negotiations
have different issues.
03:58
There are a few common elements
where people can start
to develop a strategy
Maria and Barbara need to find
a way to negotiate once a year.
04:07
Now, if we look at a
couple of the issues
that you can see
now on the screen,
number one, Barbara and Maria have
an interdependent relationship.
04:16
They need each other
to maximize profit.
04:19
Number two, they also both have
perceptions and assumptions
about how the negotiation
should take place
Barbara being a
traditional Bakery owner,
sees the world from a small
community perspective.
04:34
Maria working for a
larger Urban company
would like to assume that people
want new products every season.
04:43
Number three,
they both need to
communicate with each other
if they're going to find
a way to move forward.
04:50
Number four,
we have what's called subjective
and objective utility,
objective would be something
like the profit margin,
numbers that people
can add and subtract.
05:00
Subjective would be how much
value we place on things
and each of us value
for example modern
or traditional things differently
depending on the experiences we have.
05:12
That leads us to number five,
the tangible and intangible issues.
05:16
Tangible issues are things
we actually negotiate,
price
where we're going to put
the visibility signs,
the adverbs,
when I think is going
to be delivered,
intangibles are things like
status, reputation, career,
things that we personally need
that we get through the
negotiation process.
05:36
And lastly number 6,
we have what's called
constituencies and spoilers
and the to work symbiotically.
05:44
Constituencies are the people who
actually give us a mandate to negotiate.
05:49
Spoilers are people not
necessarily in the negotiation
sitting around the table,
but actually have a way
of making sure you
ruin your negotiation.
06:00
Imagine the local villager
that fits on the Town Council
who isn't sitting at the table
but actually makes
a lot of noises
if Barbara goes a little too far away from
what the tradition of villager might think.
06:13
Now all negotiations
have what we call a set process
which leads us all
the way to agreement.
06:20
It has a pre-negotiation,
a negotiation and agreement
and implementation
and then renegotiation stages.
06:29
The thing for
Barbara and Maria is
how to structure
these phases in a way
that builds momentum leading
towards an agreement.
06:39
In the pre-negotiation,
there's a lot of work the Barbara
and Maria have to do to make sure
when they actually sit at the
table and talk to each other
that they know what is
going to be the agenda
how and what order they're
going to talk about things.
06:53
What is the ultimate goal
and do they even want to
negotiate with each other.
06:58
Imagine that Barbara has no need
to sit down with Maria once a year.
07:02
She's happy with
the relationship.
07:04
They wouldn't even
be a negotiation.
07:06
On the other hand,
Imagine that Barbara immediately
makes an offer to Maria
without sitting down and working
through the different issues.
07:15
She might actually
sell herself short.
07:18
Lastly,
Even after you've
reached agreement,
even after you started to
implement your negotiation,
you have to think that at some point
in the future you're going to come back
and you're going to sit down
at the table to negotiate.
07:31
Now within the
negotiation process,
we have what's called
the negotiation session.
07:36
This is when people
actually sit at the table
and face each other
and talk to each other.
07:41
And this also has
a formula that goes forward
we start with the
opening of a negotiation.
07:49
This is people begin to
sit down and figure out
what do people think
about each other.
07:55
What do they think
about the negotiation.
07:57
In here, you'll find that people
will set out their positions
and they look at each other
to be a little more formal.
08:04
Once the opening session is
finished and we have an agenda
and people have
agreed to the agenda.
08:10
We will move on to what's
called The Exchange.
08:13
The Exchange is a place where people
can actually spar with each other.
08:18
Yes, and no and I'll give You
this and I'll give you that,
they'll be able to air out
what their interests are
they'll be able to figure
out what their bottom lines
or their point of no return are.
08:29
In this moment, you don't want
to have any kind of agreement
because you're going to
do that in the next phase
which is called
the formula stage.
08:38
In the formula stage,
we want to find out
profit plus visibility
plus
quick high-end products
being delivered
will reach a winning agreement.
08:50
In stage 4 of the negotiation session,
we're going to do what's called
the wording, the detail stage.
08:56
We're going to take the formula
and we're going to bring it to life
and we're going to actually
write down on paper
what every single
agreement means
within the comprehensive
agreement
and finally no agreement
is an agreement
until you've actually
signed the contract
or shaken hands or done
something to make sure
that you have finalized all of the
commitments that you have made.
09:21
Now when we're looking
at a negotiation,
we have to see the negotiation
from three perspectives.
09:26
On the one hand,
we have what's called the people
and the people need to
have authority to negotiate
and behind those people
are the supporters.
09:35
People are not the problem.
09:37
They are key to
finding the solution.
09:40
On the other hand,
We have the problem
and the problem are the
actual issues involved.
09:47
Now I said earlier people
are not the problem.
09:51
Problem are the problems
and here they are is never just
one solution to the problem.
09:57
The fact though,
when two people come together,
they're going to be two ideas and
they're going to be two options.
10:03
And on the third side we have
what's called the process.
10:06
The step by step approach that
makes the negotiation move forward.
10:11
One wrong step can sidetracked
a negotiation in a way
that can create
disincentives to negotiate.
10:18
Now within the negotiation world we
have what's called two approaches.
10:23
On the one side, we have what's
called distributive negotiation
on the other side, we have what's
called interest-based negotiation.
10:32
Now imagine that Barbara
wants to take a more
distributive approach.
10:36
She wants to go in,
she wants to make an offer,
she just wants to divide
the number of profits
and at the same time she doesn't want
to sit and talk about anything else.
10:44
That's what we call the
distributive negotiation.
10:48
On the other hand maybe Maria wants
to look at a long-term relationship
and she wants to figure out how
they can create mutual gains.
10:56
That's what we call
interstates with negotiations.
11:00
Now, let's look at
distributive bargaining.
11:04
Distributive bargaining is a process
of agreement through concession making.
11:09
To begin, with the
perceptions are incompatible
and neither side wishes to
reduce their expectations
without having to
be forced to do so.
11:19
What that means is that we're going
to have a slow process of conversion
leading to somewhere
in the middle
when both sides cannot move any
further in making a concession.
11:31
It's called dividing the
pie dividing the resources.
11:35
We see the world through
fixed and limited means.
11:39
There's a certain
amount of resistance
to having to give anything away
without having to get
something in return.
11:47
And don't forget within a
distributive bargaining situation
power is central.
11:52
How much do I have to
force the other side
as close as possible to
the resistance point.
11:59
On the other side,
there is integrative negotiation.
12:03
Integrative negotiation is where
negotiators worked together
to find common ground.
12:09
It involves open communication.
12:12
The parties are exploring
with each other.
12:15
They're talking they're
trying to figure out
how to maximize joint gains
and create value beyond that
little pie that is on the table.
12:26
It emphasizes understanding
and it encourages
parties to build
a constructive relationship.
12:34
Now, we will do this in the
next couple of lectures.
12:36
We will go deeper
into each of these
types of negotiation scenarios.
12:41
I'd like to turn now to
what is a good process.
12:44
Design and what is involved.
12:46
I call it the 5-step cycle.
12:49
Number one,
We have to go through analyzing
what exactly is the negotiation,
understand who is involved,
what are the issues,
what are the Dynamics,
what is even the
history of the conflict,
want to make sure that we
have a lot of information
about the negotiation
so that we can make the
best possible choices.
13:11
Once we've collected
all that information.
13:13
What we want to do is
we want to make sure
like a jigsaw puzzle to
plan the negotiation.
13:19
What should come first?
Should I make an offer early?
Should I work on a
comprehensive offer?
Should I sit down and
build the relationship?
These are the things
that we have to plan,
and within planning,
we're going to look at
administrative goals,
how much resources do I have
to put into the negotiation?
We're going to look
at tactical goals.
13:40
How do I reach some
of my strategic goals
and we're going to try to have
some mid term strategic goals.
13:46
Once we've done our analysis
and we've done our planning
we have to sit down and think
is it better at this moment
to do a more distributive
negotiation professionally?
Or is it better to do in
more integrative approach
which is working on our
long-term mutual interest.
14:04
Once I decided the approach.
14:06
I have the information.
14:08
I've planned up my steps
then I'm looking at
the phases in deeper
and I'm going into each
phase and I'm thinking
when do I know I'm done
with the pre negotiations
and how do I move from
the pre-negotiation
to the negotiation.
14:23
I need to put markers for myself
so that I know that
I'm moving forward.
14:28
Once I've done all of that,
I need to think about
prioritizing my issues
and making sure
that I have all the issues on
the table that I need to have
in order to have
a good agreement.
14:40
The funny thing is that
once you have an agenda,
and once you figured out
which issues you want
you have to start the process
all over again for each issue
so that you have a
comprehensive process design.
14:54
In the end Maria and Barbara
have choices to make.
14:58
Yes, Maria could show up
at the bakery in the
middle of rush hour,
and basically the man that
Barbara make some concessions
and then be a little surprised when
Barbara doesn't have time for her.
15:09
On the other hand,
Barbara could call Maria
up during a team meeting
and tell her she needs
to solve this process now
and Maria also says no.
15:18
Or they have the choice
to first sit down
together and plan
how they're going to negotiate.
15:25
Each of them doing
strategic planning
before actually reaching
out to each other.
15:32
I hope in this lecture you have been
able to identify some common elements
in all negotiations
that you understand
that there are phases
in a negotiation
and that they have
a sequential order.
15:45
Also that you also have choices
between two major
approaches to negotiations.
15:50
And lastly,
that there is a way to design the
negotiation that will lead you to success.
15:56
Thank you very much.