The Negotiation Handbook

161 Pages·2018·6.625 MB·English

by  Andrea Cordell

THE NEGOTIATION HANDBOOK
Negotiation is an essential skill for all those operating commercially on behalf of
their organisations. The ability to negotiate quotations, tenders, proposals, internal
and external stakeholders, licensing agreements and so on, could form a critical
part of any employee’s role, be it on the buy or supply side.
The Negotiation Handbook is a useful guide for all those wanting to understand
how to apply tools and techniques to the negotiation process. This handbook has
been subdivided into seven key sections, each representing a key phase in the
negotiation process. The models and concepts are presented so that both a pictorial
and explanatory commentary is available to the reader.
This practical handbook supports all those working in a commercial capacity,
so that they may apply commonly used tools and techniques and gain maximum
benefit on behalf of their employers.
Andrea Cordell is a well-known international speaker and author on strategy,
negotiation and procurement-related matters. She has worked in senior positions
at several global organisations and is currently the managing director of Cordie
Ltd, a leading sales and procurement training and consulting company.

THE NEGOTIATION
HANDBOOK
Second Edition
Andrea Cordell
Second edition published 2019
by Routledge
2 Park Square, Milton Park, Abingdon, Oxon, OX14 4RN
and by Routledge
711 Third Avenue, New York, NY 10017
Routledge is an imprint of the Taylor & Francis Group, an informa business
© 2019 Andrea Cordell
The right of Andrea Cordell to be identified as author of this work
has been asserted by her in accordance with sections 77 and 78 of the
Copyright, Designs and Patents Act 1988.
All rights reserved. The purchase of this copyright material confers the
right on the purchasing institution to photocopy pages which bear the
photocopy icon and copyright line at the bottom of the page. No other
parts of this book may be reprinted or reproduced or utilised in any form
or by any electronic, mechanical, or other means, now known or hereafter
invented, including photocopying and recording, or in any information
storage or retrieval system, without permission in writing from the
publishers.
Trademark notice: Product or corporate names may be trademarks or
registered trademarks, and are used only for identification and explanation
without intent to infringe.
First edition published by Chartered Institute of Purchasing & Supply 2014
British Library Cataloguing-in-Publication Data
A catalogue record for this book is available from the British Library
Library of Congress Cataloging-in-Publication Data
A catalog record has been requested for this book
ISBN: 978-0-8153-7555-5 (hbk)
ISBN: 978-0-8153-7554-8 (pbk)
ISBN: 978-1-351-23954-7 (ebk)
Typeset in Bembo
by Apex CoVantage, LLC
CONTENTS
List of figures ix
List of templates xi
Acknowledgements xii
Introduction xiii
PHASE 1
Preparation 1
1 Negotiation strategy 3
2 Negotiation team 6
3 Negotiation agenda 9
4 Negotiation SWOT analysis 12
PHASE 2
Relationship building 15
5 Building rapport 17
6 Body language 20
7 Neuro-Linguistic Programming (NLP) 24
8 Eye accessing 27
v
Contents
PHASE 3
Information gathering 31
9 Questioning techniques 33
10 BATNA 36
11 ZOPA 39
12 Negotiation goals and targets 42
PHASE 4
Information using 45
13 Tradeables and straw issues 47
14 First offer 51
15 Negotiation power 54
16 Personalities 57
PHASE 5
Bidding 61
17 Persuasion methods 63
18 Negotiation tactics 66
19 Emotional intelligence 69
20 Influencing 72
PHASE 6
Closing the deal 77
21 Thomas-Kilmann Conflict Mode Instrument 79
22 Subliminal linguistics 82
vvii
Contents
23 Summarising and ratification 85
24 Game theory 88
PHASE 7
Implementing the deal 91
25 Negotiation evaluation 93
26 Kolb’s experiential learning cycle 96
27 Cultural dimensions 99
28 Handover and contract management 102
Templates 105
Bibliography and suggested further reading 141
Index 143
vii

FIGURES
0.1 The negotiation process xiv
1.0 Phase 1: Preparation 1
1.1 Negotiation Strategies Continuum 3
1.2 The negotiation team 6
1.3 Elements of the negotiation team 7
1.4 The negotiation agenda 9
1.5 SWOT 12
1.6 Elements of a SWOT 13
2.0 Phase 2: Relationship building 15
2.1 The Rapport Matrix 17
2.2 Body language 20
2.3 Body language signals 21
2.4 NLP 24
2.5 Eye accessing 27
2.6 Elements of eye accessing 28
3.0 Phase 3: Information gathering 31
3.1 Questioning techniques 33
3.2 Elements of questioning techniques 34
3.3 BATNA 36
3.4 Elements of BATNA 37
3.5 ZOPA 39
3.6 Negotiation goals and targets 42
3.7 Elements of negotiation targets 43
4.0 Phase 4: Information using 45
4.1 The tradeables evaluation model 47
4.2 Tradeable elements 48
4.3 Responses to the first offer 51
4.4 Elements of responses 52
ix