Simplify negotiations with effective communication

by John Patrick Dolan

To negotiate effectively, you must communicate effectively. Unfortunately, most salespeople and businesspeople don't realize the importance of solid communication skills to the negotiation process. As a result, they lose sales or don't get the best possible deal.

However, as a salesperson, you are not doomed to poor communication skills.

With a conscious effort, all sales professionals can overcome the communication barriers that block understanding in negotiation. With a little extra effort, you can improve the delivery of your message to your counterparts and work together toward a mutually beneficial agreement.

Use the following six rules for effective communication to connect with others at the negotiating table and in all forms of communication.

Rule 1: Organize your thoughts
Throughout the negotiation process, always allow yourself time to organize your thoughts to avoid conveying the wrong message or confusing the issues.

Before you start the negotiation process, and even after it starts, take notes and plan what you want to say. To help you express your thoughts clearly when the negotiations begin, outline in advance the main points you want to cover.

Plan the gist of what you want to say to avoid sending mixed messages, but don't stop with that. As the negotiations commence, take notes and plan your responses as you go through the entire process.

And remember, not every statement must be met with an immediate response. Take your time. Silence can be one of your most powerful negotiating tools.

Rule 2: Don't think about It; think through it
Thinking about something leads to confusion, but thinking through something leads to clarity.

The difference between these two processes is a crucial distinction in communication. Many times, people approach negotiations with a mindset of: "Tell it like it is; then let the chips fall where they may."

But by processing an idea through to its logical conclusion, you can evaluate the possible responses you may get from the other side.

For example, if you make an offer and say, "Take it or leave it," what kind of response would that produce? If you feel from your experiences they will either accept your offer or your counteroffer, take the chance. If you do, give some thought to your counterpart's possible reactions before you actually make your points.

Rule 3: Recognize that actions speak louder than words
Most communication is nonverbal. This means the messages negotiators convey concern their looks, actions and the way they say things.

The best negotiators practice saying and doing things in ways that send precisely the message they want to send. The better you become at using nonverbal communication and reading the nonverbal messages others send, the more effective you can negotiate.

Everything you do at the bargaining table is part of the communication and negotiation process. Make sure you don't send the wrong messages by doing something that conflicts with what you want to say.

Rule 4: Be concise
Most people tune out a majority of what they hear. So get right to your point. 

If you drone on, people will stop listening. Oversimplify your message, and elaborate as they ask questions. Repeat your main point several times to emphasize what's most important.

Rule 5: Translate your message into benefits
People always listen more carefully when they believe some benefit exists in your message. Focus on that benefit, no matter what.

For example, when you interview for a new job, you don't talk about the huge salary the company can offer you. You talk about all the great skills you can bring to the company, for their benefit.

As a salesperson, always highlight the value of your product or service, rather than the cost. Talk in terms of what benefits the other party receives as a result of the negotiation terms.

Rule 6: Listen carefully to the other party
If you want to reach a mutually beneficial agreement, make sure your messages are heard and understood. But don't get so caught up in your own message that you don't hear and understand the other party's needs.

Use the following tips for listening more effectively:
• Open your mind and be receptive to the other party's message.
• Make a commitment to listen, and follow through with this commitment as soon as they start to talk.
• Listen for feelings, as well as facts, and consider the other party's concerns.
• Eliminate distractions. Close your door, turn of the radio and tune in to the other person.
• Respond to the other party with questions that stimulate conversation and clarify your understanding of his or her message.
• Take notes on the important points the other party makes, and keep these points in mind as you formulate your responses.

Communication is a two-way street that requires everyone involved to exchange messages. To negotiate more effectively, relate to the other party with strong communication skills. Use these six rules to overcome barriers, reach a higher level of satisfaction every time you negotiate, and win more sales in the process.

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