Using Negotiation Skills To Ensure High Value IT Transactions Don't Fail To Achieve Maximum Value

A recent study into business negotiations found that the top challenges faced by organisations and individuals are (a) the price/value trade off and (b) developing alternatives/generating options, respectively. A recent Fortune Magazine survey in partnership with Miller Heiman (the complex selling methodology gurus) found that sales resources cited price as the number one cause why they lost deals.

There has been much talk in the IT industry on both the buy- & sell side about 'partnering' to deliver solutions. The supporting data shows, it is doubtful whether this talk has converted into action.

Whilst most businesses would like to believe that they are engaging both clients & suppliers in a 'solution based' format, the role of price still governs the process. This is due in large part to the inability of individuals to see the 'big picture' or to engage in creative thinking. Our research & experience shows that one of the vital characteristics of successful business negotiators is the ability to be creative & flexible.

Whilst many IT organisations have built their standing on the back of their market leading and creative technologies, it would seem that creativity is often limited to the design & engineering departments. One of the strongest drivers of human behaviour is the tendency to avoid potential losses. When considering information about the future, managers are more interested in avoiding potential losses than realising the exact same gains. This means that during negotiations that support difficult and high value IT agreements, the focus is more often on managing risk to avoid potential losses, rather than on finding innovative and creative ways to create additional value for all parties.

The more complex the transaction, the more important it becomes to manage risk. Rather than just trying to avoid losses, we should actively focus on methods to create options for mutual gain during negotiations.

To avoid falling into the price trap, ask yourself the following questions ahead of each negotiation and make this part of your negotiation strategy:

1. Vision
a. What are the key motivators of all the parties to the transaction that will be satisfied by achieving an agreement?
b. How important will it be for each party to the transaction to act in a partnership mode?

2. Value
a. What are the specific purposes of all the parties to the transaction?
b. What are the limits associated with each of the objectives for all stakeholders?

3. Process
a. What suppositions have you made that you could confirm through questioning during the negotiation?
b. How can you frame the negotiation so as to support a collaborative, partnership based approach rather than a price centred negotiation?

4. Relationships
a. Do all parties have a similar desire for a long term relationship?
b. How can you influence the 'climate' of the negotiation so as to support a collaborative approach? ('Climate' pertains to non-verbal, physical and cultural aspects.)

Once you have included these simple elements of preparation you will have time left to be creative. Being creative is not something that comes naturally to all of us but it is an essential negotiation skill. Use one of the well known creativity methodologies such as De Bono's Six Thinking Hats, or the Disney Creativity Model to help you generate alternatives.

If you want to really embrace a partnership method that delivers optimal value, you should waste no time at all in getting the creative juices flowing.

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