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Today’s Brilliance From Ed Brodow

How do you feel when you have to negotiate? Unfortunately, most of us do not enjoy the process of making deals and so we try to avoid confrontation. This is counterproductive, as life demands that we interact with other people and attempt to resolve our differences with them.

In fact, the way you negotiate will determine the extent of your success as a human being. People who have mastered the art of negotiation often have an easier time on this planet than the millions of lost souls who have not.

Let’s consider why so many people hate to negotiate. This negative attitude stems from the perception that a negotiation is a contest, which can’t be won unless someone else loses. But the thought that someone has to lose can produce anxiety because it means that the loser could be you. Some people become consumed by the fear of losing, thinking about what might happen if things don’t go their way. Before they know it, their stomach is tied up in knots and they feel like they are going to be sick.

Some people believe that Donald Trump is the consummate negotiator. Trump represents the old-style, in-your-face approach to dealmaking. I prefer to use Peter Falk’s classic TV detective Columbo as a better role model for a negotiator.

Why? Columbo is known for keeping a leash on his own ego. He asks questions, listens to others, and solves problems. Columbo is a reasonable man with a strong sense of humility. Unlike Trump, his objective is uncovering the truth, not winning a war of egos.

In place of the Trump model, I propose a collaborative approach to negotiation in which both sides can consider themselves winners. This eliminates the anxiety over the outcome and allows us to enjoy the process. Contrary to popular belief, negotiation is not really about winning, it is about collaborating.

The collaborative approach is called cooperative, or win-win, negotiation. Win-win is a non-confrontational method of negotiating in which the participants cooperate to reach an agreement that meets the needs of both parties. Win-win enthusiasts say, “If the other side isn’t happy, you haven’t won.”

In fact, win-win negotiation is no longer about winning at all. It is about sharing, cooperation, and mutual understanding. It is about listening to each other’s problems and caring about the results. Its focus is not on winning but rather on finding a mutually satisfactory solution.

So the good news is that you don’t have to be Donald Trump – or any other larger-than-life personality whose aggressive boardroom style reduces his adversaries to simpering, blubbering idiots – to be successful at negotiation. Subtlety can be equally effective. You don’t have to be the class bully to get what you want – you just need to understand the rules of negotiation and how to manipulate them. Anyone can be a world-class negotiator if they do their homework, pay attention to a few basic rules, and change the focus from winning to collaborating.

One more thing. It is often suggested that men are more aggressive than women. Women are thought to be more passive, and therefore ill equipped for confrontation. So, some claim, men make better negotiators than women. After conducting seminars on negotiation for twenty years, I have concluded that some men are better negotiators than most women, and some women are better than most men.

In other words, generalization only leads to folly. The idea that the sexes are intrinsically different is a sneaky way of placing limitations on women. The important thing, whatever your gender, is to create a negotiation style that is in synch with your own personality.

Ed Brodow
Former SEC Chairman Harvey Pitt called Ed Brodow the "King of Negotiators."
Ed's practical, no-nonsense approach to an often-misunderstood subject has helped audiences and readers all over the world to overcome their fears and get what they want in business and in their personal lives. He is the best-selling author of seven books, including Negotiation Boot Camp, Beating the Success Trap, Fixer, and Women From Venus.
As a nationally recognized television personality, Ed has appeared as negotiation guru on PBS, ABC National News, Fox News, Inside Edition, and Fortune Business Report. His two-hour PBS negotiating special garnered rave reviews. Ed's ideas have been showcased in The Washington Post, Los Angeles Times, Wall Street Journal, Entrepreneur, Men's Health, Cosmopolitan, Business Week, Smart Money, Forbes, and Selling Power.
Since 1987, Ed's charismatic presentations have enthralled more than 1,000 corporate, association, and government audiences. His impressive client list includes Microsoft, Goldman Sachs, McKinsey, Starbucks, Learjet, Raytheon, Seagate, Hyatt, The Gap, Revlon, Zurich Insurance, Mobil Oil, the IRS, and the Pentagon. In previous careers, Ed was a corporate sales executive (IBM, Litton, Singer), Marine Corps officer, and movie actor with roles opposite Jessica Lange, Ron Howard, and Christopher Reeve.  A member of Screen Actors Guild, Ed lives in Monterey, California.
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