384 / SETTING YOUR STYLE
Defining negotiation styles
Spotting different approaches
There are three styles of negotiation:
distributive, integrative, and mixed
motive. Negotiators that mainly use the
distributive style view negotiations as a
competitive sport, a zero-sum game with
a winner and a loser. Such negotiators
compete fiercely for the distribution of
the outcomes (the size of the pie) and
engage in value-claiming behavior.
These negotiators use competitive
actions in an attempt to gain a win-lose
outcome in their favor. They dismiss the
value of building relationships and trust
as naive, tend to make excessive
demands and use threats to obtain
concessions, and exaggerate the value
of the small concessions that they make.
They also conceal their needs, do not
share information, do not look for
possible creative ideas, and even
use deceptive tactics.
Using the integrative style
In contrast to value-claiming negotiators,
integrative negotiators believe that the
size of the pie is not fixed and can be
expanded, and that the negotiation
process is able to produce a win–win
solution. The integrative style of
negotiation is designed to integrate the
needs of all the negotiators. Negotiators
engage in value creation behaviors.
They invest time and energy in building
relationships and nurturing trust, share
information openly, and are cooperative,
flexible, and creative.
Negotiators come to the negotiation table because they have needs
that they believe may be fulfilled through negotiations. In order to fulfill
these needs, negotiators use different styles and engage in a variety of
behaviors that they trust will help them get what they want.
Mixed-motive style
Distributive style
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DEFINING NEGOTIATION STYLES / 385
Using mixed-motive tactics
The true nature of effective negotiations
is often mixed, requiring both cooperative
and competitive tactics. The rationale
for this is that, through cooperation,
negotiators create value; they put money
on the table. Following this, once value
has been created and the money is on the
table, the parties have to split it between
themselves. In order to secure the most
profitable split, a negotiator has to switch
from the cooperative mode to the
competitive mode.
TAILOR YOUR
APPROACH
Utilize all of the negotiation
styles—distributive,
integrative, and mixed
motive—where appropriate,
depending on with whom you
are negotiating and what
their negotiating style is.
Tip
RESPONSES TO DISTRIBUTIVE TACTICS
If the other party is using a distributive win–lose approach, a negotiator
who favors the win–win style must protect their own interests. Some
respond with the same hard tactics, meeting toughness with toughness.
However, since the win–lose negotiation style is most likely to produce
suboptimal outcomes, it is advisable first to try and influence the other
party to move toward a more integrative style. Value claimants often think
the other party is oblivious to their tactics, and so some negotiators
inform the other party tactfully but firmly that they know what they are
doing and that it doesn’t contribute to productive negotiations. If all
approaches to dealing with value-claiming tactics fail, however, and if
they do not require the deal, many negotiators will simply leave the table.
In focus
Integrative style
more value may be gained
in a deal when zero-sum
games are abandoned
42%
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