Understanding Types of Communication and How to Effectively Deliver Communication in Negotiation

Communication in negotiation sounds like a no-brainer. What negotiator doesn’t communicate —  it’s pretty necessary, right?

Of course. But not every negotiator possesses the communication skills to negotiate in a way that produces the desired outcome for your company.

In this guide, we talk about the importance of communication in negotiation and how you and your negotiation team can improve your communication skills starting today.

What Is Communication in Negotiation?

Communication is one of the most powerful tools negotiators need to conduct successful negotiations. It’s the means by which negotiators build relationships, resolve conflict, and achieve the best outcome. 

Skilled negotiators know that communication includes listening and observation skills in addition to verbal communication skills.

Why Is Communication So Important in  Negotiations?

The ability to communicate is a critical negotiating skill because it allows negotiators to:

• Clarify perspectives, preferences, and viewpoints
• Exchange and gather information; and
• Persuade the other party of their ideas and reasoning

Without the ability to communicate effectively it becomes difficult, if not impossible, for negotiators to reach a favorable outcome.

2 Types of Communication Used in Negotiation

The ability to read communication cues, both verbal and non-verbal is a critical skill for negotiators. For negotiators, decoding both verbal and non-verbal messages is a daily occurrence, making it critical for anyone in a negotiation role to learn how to read these important communication cues.

The Maker Group has developed a proprietary framework for negotiation. Our 8-step process digs deep into the entire process of negotiation, including an entire module dedicated solely to the importance of communication in negotiation. 

We teach negotiators how to decipher these communication cues and how to use the same communication cues to convey their message throughout a negotiation. 

For more information about negotiation training and how we can help your company with communication in negotiation, contact us today.

#1: Verbal Communication

Verbal communication is only effective if the communicators can encode and decode the intended messages. 

During verbal communication, negotiators should avoid certain pitfalls which may lead to an undesirable outcome or a failed negotiation. These include:

• Never raising voices
• Avoiding complicated language; and
• Allowing the other party to speak without interruption

To ensure the effectiveness of verbal communication in negotiation, negotiators should ask clarifying questions. Not only does this help to avoid miscommunication, but it also shows the other party that you’re actively engaged in and care about the quality of communication.

#2: Non-Verbal Communication

Non-verbal communication in negotiation can be a little trickier. It requires the negotiator to pay close attention to non-verbal cues, such as:

• Facial expressions
• Posture
• Body movements
• Eye contact
• Paralinguistic cues
• Interpersonal spacing
• Gestures and touching

It’s common for people to assert their power or dominance through non-verbal communication. A good negotiator will recognize these cues and adapt their strategy accordingly.

How the Channel of Communication Can Affect the Outcome of the Negotiation

Negotiations begin, progress, and end using a variety of communication channels, such as:

• Email
• Telephone
• Text messaging
• Video conferencing
• In-person; and
• Writing 

Good negotiators recognize that context of the negotiation matters when choosing the channel of communication. Choosing the most effective means of communication can be paramount to protecting the value of the deal. 

Face-to-face negotiations tend to be the most effective in ensuring a positive outcome for all parties involved. But email may also be highly effective in hashing out earlier details that don’t require in-person interaction.

Knowing what channel of communication in negotiation is the best at each stage of the process will help negotiators navigate a deal more efficiently and effectively.

8 Effective Communication Skills Every Negotiator Needs

#1: Actively Listens to the Other Party

Probably one of the most important components of communication in negotiation, active listening requires negotiators to:

• Decode the other party’s wants and needs
• Contrast, compare, and validate any evidence heard
• Process key words or phrases and retain the information for later use
• Understand what isn’t being said by reading between the lines

Negotiators must make decisions based on what they hear and observe. Active listening helps to ensure all of the information shared is understood, validated, and taken into consideration during the negotiation.

#2: Uses Open-Ended Communication

Yes and no questions can certainly have a positive effect on communication and negotiation, but open-ended questions can reveal valuable information. 

For example, if you ask the other party if they’re happy with the deal, you get a yes or a no. But if you ask what they need to be happy with the deal, you get all the information required to adjust your strategy and position the negotiation for a positive outcome.

When asking open-ended questions, it’s important to wait for a response. It’s tempting to fill the silence with more communication, but in this case, negotiators should sit quietly and wait for the other party to answer the question.

Knowing exactly what the other party is pleased and displeased with gives negotiators the tools they need to overcome objections and persuade the other party to agree with their ideas and convictions.

#3: Establishes What the Relationships Are Between All Parties

Leveraging relationships in business is common practice. And it should be in negotiations as well. 

Finding connections among all parties involved can help negotiators channel their communication through the right people.

For example, your boss may play golf with a consultant to the other party, and you can use that connection to elicit information about the other party or to share the benefits of partnering with your organization.

#4: Knows Who the Decision-Makers Are

Negotiators should always determine who the decision-makers are in any negotiation. There’s no point in conveying all of the details of a deal to a person who doesn’t have the authority to make a decision.

Sharing a high-level overview of a proposal is fine, but negotiations should only take place with the person who carries the most influence or the person in charge of decision-making.

#5: Has the Ability to Interpret Various Communication Styles

Acuity is defined as sharpness or keenness of thought, vision, or hearing.

Good negotiators must have keen senses and the ability to decipher the unspoken messages the other party is sending.

Remember we talked about verbal and non-verbal communication in negotiation? This happens in a continual loop, so negotiators must interpret a speaker’s tone and body language while also reading between the lines. 

#6: Can Bridge the Gap Between Parties

Recognizing the unique differences in everyone involved in a negotiation is a critical skill for negotiators. This ability to observe what makes others tick is a critical step to bridging the gap between differences of opinion during a negotiation.

A good negotiator respects these differences but finds a way to increase understanding, bridge the gap, and ensure that everyone is working toward a win-win outcome.

#7: Focuses Communication on Desired Outcome

When entering into a negotiation, negotiators should focus on one or two key points that they want the other party to buy into. When you visualize your top wants and needs and determine the possible zone of agreement, you’re in a better position to define the outcome of the negotiation.

Focusing on a positive outcome brings awareness to the communication in negotiations, such as what you’re hearing, seeing, and sensing throughout the conversation. This awareness allows negotiators to adjust as well as merge expectations and objectives throughout the process of negotiation.

#8: Adjusts Approach Based on Response

The ability to modify your approach when you’re not getting the response you want is a key skill that all negotiators should possess.

Good communication in negotiation requires flexibility and the capacity to identify creative solutions.

As a negotiator, you should find common ground until the responses of the other party are more closely aligned with your original ideas and desired outcome.

How to Establish Effective Communication and Negotiation Skills

Effective negotiation and communication skills are learned through practice, planning, and skills training. Even the most seasoned negotiators benefit from honing their skills through continuing education and practical application.

Planning

Negotiation requires planning to understand exactly what you want out of a deal. Consider the best outcome, the least acceptable offer, and what you’ll do if an agreement isn’t reached.

Researching the company and person you will be negotiating with is also advised. Knowing their limitations and whether they’ll be able to give you what you need or want in a negotiation will help you strategize.

Thinking ahead is essential to communication in negotiation. The best negotiators will have at least one backup plan, usually more. Being prepared for all scenarios will set you up to succeed.

Practice

Negotiation theory is only as good as the page it’s written on. Establishing effective communication in negotiation comes with practice.

Set a goal to practice negotiation every day. Whether it’s in the office or at home with your kids, practicing these skills will give you more confidence in your abilities.

Implementing the skills you learn through daily practice will lead to more successful negotiations in every aspect of your life.

Skills Training

Never stop learning. 

Reading articles, such as this one, or books on the topic of negotiation can give you a better understanding of where you excel and where you might be falling short.

Taking short courses or communication and negotiation skills training workshops are also extremely beneficial, no matter what role negotiation has in your daily role. Even veteran negotiators can benefit from learning new skills and perspectives.

The Maker Group Offers Negotiation Skills Training for Every Industry

At The Maker Group, our goal is to maximize the negotiation potential of your team by training all aspects of negotiation and communication. Our team of expert commercial negotiators has decades of experience, positioning us as leaders in negotiation training. We’re ready to help you.

We tailor each of our workshops to fit the specific needs and demands of your organization. Our 8-step process is based on proven behavioral methods with an emphasis on communication in negotiation.

For more information, contact The Maker Group. We make good, great.