Think Like a Negotiator: Conditioning Language to Shape Outcomes
Host: Philip Brown, Founder of The Negotiation Club
Guest: Luke Tomlinson, Procurement Professional
“Conditioning language isn’t just about setting expectations; it’s about sculpting the deal.”
Episode Overview:
In this thought-provoking episode, host Philip Brown sits down with Luke Tomlinson, a seasoned Procurement Professional with a background in Sales. Luke’s experience on both sides of the commercial fence provides a unique perspective on negotiation dynamics, making this episode particularly insightful for anyone eager to refine their negotiation skills.
NEGOTIATION MICRO-MOMENTS
The discussion centres on a “micro-moment” negotiation technique that listeners can practice and perfect: the concept of “Conditioning Language.” Luke explains how conditioning language plays a crucial role in setting the stage for successful negotiations by strategically shaping the expectations of the other party through the use of language, stories, and context right from the start.
D.I.S.C. PROFILES?
Luke, who identifies with a ‘Blue’ personality type as defined by the DISC assessment (emphasising logic and thorough preparation), advocates for using conditioning language to create an atmosphere of trust and mutual growth. He underscores the importance of careful planning and positive framing to establish a productive negotiation environment.
"FRAMING" IN NEGOTIATIONS
A significant point Luke discusses is the importance of “framing” within negotiations. Often, the other party might perceive a situation as low value or even negative. However, by positively reframing the situation and effectively “selling” it to the other party, you can lay the groundwork for a successful negotiation. This ability to reframe a situation can turn a potentially challenging negotiation into an opportunity for collaboration and positive outcomes.
AVOID ASSUMPTIONS
Philip Brown also highlights a crucial insight—there’s a common assumption that suppliers are always eager to sell, but as procurement professionals know, not all customers are treated the same. Larger customers might receive better discounts than smaller ones, even though it’s the smaller customers who may need the break more. This underscores the importance of not assuming the intentions of the other party without first testing them. By using framing in your conditioning language, you can explore and understand the true motivations and intentions of the other side, leading to more effective negotiations.
CONDITIONING LANGUAGE FOR DIFFERENT STYLES
Additionally, Luke emphasises the need to consider the personality style of the other person in the negotiation. Whether they have a “Blue,” “Red,” “Yellow,” or “Green” personality type, understanding these styles can significantly influence how you frame and deliver your conditioning language. The key takeaway is the necessity of adapting your approach to the possible styles you might encounter. Misjudging the other person’s style or failing to resonate with their perspective can derail the negotiation. Therefore, acute observation, active listening, and flexibility are essential to ensure your language aligns with the other party’s style, allowing you to reassess and adjust as needed.
NEGOTIATION CARD "Conditioning Language"
This episode is not just about theory—it’s about practice. Luke’s insights on conditioning language, framing, and testing assumptions have inspired a new Negotiation Card, titled “Conditioning Language.”
This card is designed to help practitioners actively practice and refine their use of these techniques in various negotiation scenarios, with a keen awareness of the different personality styles they may face. The message is clear: practice is crucial—listening to the podcast is just the beginning, but real progress comes from applying these techniques in your own negotiations.
FOLLOW ... Never miss an episode and keep on learning!
Tune in to this episode to learn how to master conditioning language, framing, and understanding the other party’s intentions, and add these powerful tools to your negotiation toolkit.
JOIN ... The Negotiation Club!
We highly recommend anyone interested in building their negotiation skills to consider joining The Negotiation Club, starting their own club, or simply getting a deck of our Negotiation Cards to practice.
Remember, there is no progress without practice, and having the right people around you can elevate you to lofty heights!