Target to win: setting goals that turn conversations to deals.
When it comes to negotiation, most people focus on the talking – the back-and-forth, the demands, the counter-offers, and the tactics to gain an edge. But the real power move happens before anyone steps in the room. It starts with setting the right goals.
Think of a negotiation without clear goals like a road trip without a destination: you may enjoy the ride, but you are unlikely to arrive where you need to be. Here`s how to set goals that keep you focused, flexible and in control.
The three-step guide to setting goals
1. Understand what motivates you
The different ways of approaching the goal setting process will be reflected in the negotiation outcome. How negotiators approach goal setting has an impact on what they can achieve, both on the internal (self-empowerment level) and from a strategic perspective. It is noteworthy that the same desired end does not necessarily call for the same approach. Preferences will vary from one negotiator to another; there is no one-size-fits-all solution. Goal setting and attainment are closely linked to motivation. Understanding what motivates an individual is the prerequisite to establishing a goal that they can strive to reach. A properly defined goal has to tick two boxes. From the strategic standpoint, it needs to be aligned with the desired negotiation outcome. On the self-empowerment level, it has to stimulate the negotiator. Many negotiations fail because the goals are strategically set without taking into consideration the negotiator, their profile, preferences, habits, and tendencies. The negotiator is seen as the tool for goal execution. The executives with whom I work often confide in me that they do not believe in the goals that have been passed down to them, usually by the people higher in the hierarchy. In a top-down approach to goal setting, the negotiator lacks a sense of ownership, which is a critical factor for goal achievement.
2. Choose the right approach
Goal setting can be performed using the promotion or prevention approach. A promotion focus tends to view goals as a hope, wish or aspiration and is pursued by focusing on the positive outcome. A prevention focus sees the goal as a duty, responsibility or obligation which in contrast is pursued by preventing negative outcomes. Promotion focused negotiators are more likely to reach optimal integrative solutions, because they care most about reaching their ideal goal. With that in mind they are motivated to consider flexible ways of achieving their goals. This is hardly surprising. A focus on positive outcomes will create anticipatory emotions linked to future states. Anticipatory emotions are feelings that can invoked by imagining how it would feel to have already reached a certain status. Happiness is addictive and the power of the mind is limitless in its creativity to achieve and maintain it. If it can be imagined, it can be done.
3. Aim like a winner
There is plenty of research that supports the benefits of aiming high in relation to the task aspect. What I often hear in pre-negotiation meetings is, “At a minimum we must achieve …”. Once this phrase is used, it is fairly easy to predict that the minimum will in fact be what is achieved in the negotiation itself. A skilled negotiator at the other side of the table will notice the moment they hit your minimum goal. Subtle tell tales such as relaxing of the body and less energy invested in the further pursuit of the goal, are clues as to what your goal threshold is.