Negotiations Workshop

INSEAD Women in Business

Professor William Maddux

©William Maddux 2008, All Rights Reserved

First you have to ask…

©William Maddux 2008, All Rights Reserved

To negotiate or not to negotiate?

$281,386

$312,339

Did not negotiate

Did negotiate

$100,000 $111,000

From

Women Don’t Ask

--Linda Babcock Salaries at 30 Salaries at 65

Lost income is $1,600,000

©William Maddux 2008, All Rights Reserved

Gender differences in negotiations

Women Don't Like to Negotiate

– 2.5 times more women than men said they feel "a great deal of apprehension" about negotiating.

– Men initiate negotiations about 4 times as often as women.

– When asked to pick metaphors for the process of negotiating, men picked "winning a ballgame" and a

"wrestling match," women picked "going to the dentist."

– Women are more pessimistic about the how much is available when they do negotiate and so they typically ask for and get less when they do negotiate—on average, 30 percent less than men.

– 20 percent of adult women (22 million people) say they never negotiate at all, even though they often recognize negotiation as appropriate and even necessary.

©William Maddux 2008, All Rights Reserved

Gender differences in negotiations

Women Suffer When They Don't Negotiate

– In one study, eight times as many men as women graduating with master's degrees negotiated their salaries. The men who negotiated were able to increase their starting salaries by an average of 7.4 percent, or about $4,000. In the same study, men's starting salaries were about $4,000 higher than the women's on average, suggesting that the gender gap between men and women might have been closed if more of the women had negotiated their starting salaries.

– Another study calculated that women who consistently negotiate their salary increases earn at least $1 million more during their careers than women who don't.

©William Maddux 2008, All Rights Reserved

Should women be more like men?

No! Unfortunately, the double standard persists

– People don't accept the same behavior from women as from men.

But this doesn't mean women that should just give up and stop asking for anything.

Women should ask for what they want in ways that feel comfortable to them and that society will accept.

– By not seeming overly aggressive, women can actually remain tough on the issues they're negotiating—they just need to be gentle with the people involved.

– Women have to worry much more than men about how they will be perceived when they ask for what they want and this puts an unfair burden on women. Unfortunately, however, that's currently the situation in our society.

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What is a Negotiation?

• Negotiation is a decisionmaking process by which two or more people with different motives and preferences try to agree on how to allocate resources.

Debate

– Convince another party of the validity of your position or interest

Arbitration/adjudication

– 3rd party imposes settlement

– May not be mutually acceptable

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Characteristics of negotiation

• Parties typically believe that conflicting interests exist

• Communication between parties is possible

• Intermediate solutions & compromises are possible

• Outcome not reached until accepted by both parties

• Parties have incomplete knowledge about each other’s interests

• Often pressure to get a deal

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Why are negotiation skills so important?

Negotiations at work

– Your own contracts, raises, benefits, offers from other employers or to your employees

– Clients, vendors, partners, competitors

– Entrepreneurial ventures

Negotiations outside of work

– Cars, houses, family/relationship issues

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Lessons in Negotiations:

Camp David Accords

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Negotiation Ground Rules

• Take 30-45 minutes to negotiate a deal

Point of the exercise: To get the best outcome for yourself as possible

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Negotiations Workshop

INSEAD Women in Business

Professor William Maddux

©William Maddux 2008, All Rights Reserved

Interests of the Other Party

• Negotiators who discover interests of other parties get better deals whether the negotiation and/or issue is win-lose (distributive) or win-win (integrative)

• The more you know about what’s motivating the other party, the more likely will find a mutually acceptable deal

• Find out as much as you can, ask questions, gather information

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Different Types of Issues

• “Distributive Issues”

– Parties desire exactly opposite outcomes

• Zero sum, competitive

• When one party gains, the other necessarily loses

• “Compatible Issues”

– Parties desire exactly same outcomes

• Cooperative

• But can be used strategically

• “Integrative Issues”

– Issues are of differing importance/value to different parties

– Can be traded

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Issues in

Outside Offer

• Distributive

– Parties’ interests are opposed

(location)

• Compatible

– Parties want the same thing

(benefits package)

• Integrative

– Parties have differing preferences

• vacation (M), promotion (M), salary

(VP), bonus (VP)

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Distributive Issue

ISSUE

Location

Alternatives

Hong Kong

Tokyo

Singapore

Sydney

London

Manager

6000

4500

3000

1500

0

Parties desire exactly opposite outcomes

Zero sum, competitive

When one party gains, the other necessarily loses

VP

0

1500

3000

4500

6000

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Compatible Issue

ISSUE

Benefits Package

Alternatives

Plan A

Plan B

Plan C

Plan D

Plan E

Parties desire exactly same outcomes

Cooperative

But can be used strategically

Manager

2400

1600

800

400

0

VP

2400

1600

800

400

0

©William Maddux 2008, All Rights Reserved

Integrative Issues

ISSUE

Vacation Time

Salary Raise

Alternatives

6 weeks

5 weeks

4 weeks

3 weeks

2 weeks

25%

20%

15%

10%

5%

Manager

4000

3000

2000

1000

0

1600

1200

800

400

0

Issues are of differing importance/value to different parties, Can be traded

VP

0

400

800

1200

1600

0

1000

2000

3000

4000

©William Maddux 2008, All Rights Reserved

Integrative Issues

ISSUE

Performance Bonus

Alternatives

50%

40%

30%

20%

10%

Now

6 months

Manager

1200

900

600

300

0

3200

2400

VP

0

800

1600

2400

3200

0

300

Promotion 1 year

18 months

1600

800

600

900

2 years 0 1200

Issues are of differing importance/value to different parties, Can be traded

©William Maddux 2008, All Rights Reserved

How to get to the optimal deal?

• Agree on compatible issues

– Or use strategically

• “Logroll” tradable issues

– Give away issues that are of lesser importance in exchange for issues of greater importance

• Take as much of the distributive pie for yourself as possible

©William Maddux 2008, All Rights Reserved

A compromise solution

Salary Raise

Benefits

Vacation

Promotion

Bonus

Location

Total

Manager

800

800

2000

1600

600

3000

8,800

VP

2000

800

800

600

1600

3000

Joint

8,800 17,600

©William Maddux 2008, All Rights Reserved

Salary Raise

Benefits

Vacation

Promotion

Bonus

Location

Total

An optimal solution

Manager

0

2400

4000

3200

0

3000

12,600

VP

4000

2400

0

0

3200

3000

Joint

12,600 25,200

©William Maddux 2008, All Rights Reserved

Leaving Money on the Table

• By just compromising on all issues, you leave 7,600 points on the table (3,800 for each person)

• This is value that could have been created via effective negotiation, but was not

• “Logrolling” integrative issues allows you to create more value that can then be claimed

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3 Key Negotiation Principles:

Aspiration/Target

– Ideally, what would you like to get?

Best alternative to negotiated agreement (BATNA)

– What’s your alternative if don’t get a deal?

Reservation price

– What’s the worst deal you’re willing to go before walking away?

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Aspiration/Target Price

Set an aggressive but realistic target price!

3 important reasons

– If you don’t ask for it, you can’t get it

– Allows you room to make concessions & reciprocate

– 1 st offers have a large impact on final outcome

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Anchoring and Adjustment Heuristic

We do not adjust estimates sufficiently from an initial anchor.

Example

Wheel of Fortune and car mechanics

Real estate agents anchor on list price

First offers in negotiations

Managerial Problems

Anchors set reference points (framing effects)

1 st Impressions create “lock in” effects: “High potentials” and “halo effects”

Changing decision may be difficult in general

Most problematic in rapidly changing environments

We often escalate our commitments

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Impact of the First Offer

• So, make the first offer and anchor in your favor

–Favorable anchors yield better outcomes, even when other party knowledgeable

–Anchor should be aggressive, not outrageous

Know the available range, ask for the most favorable number; be prepared to justify!

–Focusing on your target throughout the negotiation leads to better outcomes for you

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Effective consent rates, organ donation:

Explicit consent (opt-in, gold)

& presumed consent (opt-out, blue).

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When should you not make the 1

st

offer?

1) If you have little/no information about bargaining zone

– 1 st consulting job…

2) If it would be inappropriate to do so

– typical job negotiation

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When should you not make the 1

st

offer?

3) Bidding/auction situation

4) If negotiation is very unstructured

5) If you are in a very low power position

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What if the other side makes the first offer?

• Focusing on the following can eliminate the first offer effect

– Information inconsistent with the opponent’s first offer

– Opponent’s alternatives

– Opponent’s reservation price

• (Galinsky & Mussweiler, 2001, JPSP)

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Reciprocity

Psychologically, we have a need to meet others halfway

Successful negotiation requires reciprocity

– High anchors give you room to reciprocate

– ‘Playing the game the right way’ encourages other party to give you what you want

– People expect reciprocity in negotiations

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BATNA

(Best Alternative To a Negotiated Agreement)

Your BATNA is your greatest source of power

– Means you don’t necessarily need an agreement on the current deal

• Gives you the power to ‘walk’

– Rule of 3

• Counterparts’ perceptions of your

BATNA important

• Do everything you can to improve

BATNA before you negotiate.

©William Maddux 2008, All Rights Reserved

Reservation Price

Reservation Price is your

“bottom line.” The worst deal you are willing to accept

Reservation Price is BATNA

+/- preferences for different choices

– If you prefer this deal, reservation price may be lower than BATNA

– If prefer another deal, reservation price may be higher than BATNA

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Creating Integrative Agreements:

Increasing “Joint Gain”

• Ask questions

• Build trust and share information

• Give away some information

– Reciprocate

• Build trust & rapport

• Take the perspective of the other side

*Add additional issues

• Logroll issues

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Negotiations Toolbox

Interests of parties are the key to getting a deal

• Anchor negotiation in your favor

• Know your BATNA, improve as much as possible before negotiating

• Know your reservation price, but do not reveal it

• Look to create more valuable agreements if there is integrative potential

– Ask questions, share information, use reciprocation, build trust, add issues to the table

– Logroll integrative issues

– Look for compatible issues, be ready to fight over distributive issues

Always Negotiate!

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©William Maddux 2008, All Rights Reserved

Negotiating a Job: Preparation

Know about the company

– What are their interests

• Use the Web, the library, ask around

Know the labor market situation

– How many are they planning to hire?

– How tight is the managerial labor market in their industry?

– What are other grads in your area being offered?

– What is the typical deal for people in your position in the industry?

– What are the regional impacts on a deal

(e.g., costs of living)?

– What is their reservation price?

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Employment Package

• Prepare a planning document and develop a scoring system

– Carefully think about your priorities

(Financial, stability, location, i ndependence, mental stimulation, personal growth, low stress)

– Identify the least acceptable deal to cover your interests!

– Identify missing issues

– Identify issues that are compatible

– Identify trade-off possibilities

– Review your sources of power to build confidence.

– Remind yourself of the reasons you deserve your target offer!

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Employment Package

• Be creative in considering all the forms of compensation that you could get (remember that some of these forms may be of high value to you but low cost to them!)

Base Salary

Signing Bonus

Annual bonus (individual and group)

Relocation expenses

Stock Options, Retirement Options

Tuition reimbursement, Housing assistance

Paid Leave: vacation, sick days, training/conferences, holidays

Insurance: health, disability, life

Care Plans: child, elderly, parental leave

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Job Negotiation Strategies

• Always negotiate!

– Even if offer ‘non-negotiable’

– Even if BATNA is unattractive

– There are ways around this

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Job Negotiation Strategies

• Do not negotiate until you are prepared to say yes if they meet your target price

“I’ll except the offer today if the contract includes….”

• You are most powerful before you say

“yes”

• Emphasize how elements of counter-offer display commitment to firm

• Use interests strategically

– “I’m very flattered and interested, but I have some questions and want to be sure I have all the information so that I can make a long-term commitment that will be mutually beneficial.”

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Tough Questions

Probing for a low anchor –

Questions about current/former salary

– If it is an extremely high anchor, okay to reveal

– If it is below your target price, politely explain that old salary is irrelevant because have a new skill set and better credentials

• Ask them to make you their offer

• You can avoid letting their offer anchor the negotiation through preparation and focusing on your target price!

©William Maddux 2008, All Rights Reserved

Tough Questions

Probing for a BATNA/RP? asks about your other offers

Recruiter

– Use objective standards instead of BATNA

• What other graduates of your school are being offered

• What other companies in the industry are offering

• What other companies in the region are offering

First Offers – Recruiter wants you to make the first offer

– Take advantage of the anchoring effect – be optimistic, but realistic

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Tough Questions

Recruiter says giving you the salary, bonus you are asking for will disrupt the internal wage structure

– Focus on your unique qualities, especially the value of your education

– Point out that hiring from outside instead of promoting from within produces higher salaries because of transaction costs

Recruiter says cannot justify wage package now

– Negotiate a review in 6 months instead of a year

– Negotiate a bonus contingent on your performance

– Propose to trade for another issue (tuition reimbursement, mortgage loans)

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Tough Questions

Recruiter says something is not negotiable

– Do not ask “Is this issue negotiable?” Instead, say, “I have some questions about the moving allowance, can we talk about this?”

– If they insist something non-negotiable, find out why

– Ask if something can be traded for the nonnegotiable item

Recruiter wants to negotiate one issue at a time

– Suggest that there are a number of elements to your decision and you would like to know what they are offering on all

– Counter offer with a package deal

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Final Thoughts

Ask for what you want! (If you don’t ask, you can’t get it)

• Negotiate for yourself as if you were negotiating for someone else

• Add issues to the table

• Get things in writing

• Know when to stop negotiating and accept the offer

• Keep the long-term relationship in mind

• Be comfortable with your negotiation style.

©William Maddux 2008, All Rights Reserved