How Do You Apply Golden Rule No. 4 When Things Get Difficult?

In all those circumstances in which the other party is in a strong position but time is not against you, you should use the delayed response tactic. This is generally the most effective technique, provided that you are still perceived as a credible decision maker and valid negotiator (at least for a certain length of time).

How can you proceed if time is against you?

  • Vis-à-vis the other party. It is imperative that you apply principle 2 (say no before you say yes) and principle 5 (ever smaller concessions). If you can, propose concessions subject to rapid agreement.
  • Vis-à-vis yourself. Be prepared to take reasonable risks by giving a little less ground than may seem necessary.
  • In all circumstances. Assess the precise nature and scale of the consequences of concessions demanded by the other party.

Key Points to Memorize

• Avoid being the first one to make a major concession.

• Say no before you say yes.

• Avoid splitting the difference: Minimize each concession.

• During long negotiations, make ever smaller concessions as the negotiations progress and introduce increasingly longer delays.

• Shift the other party’s demands to concessions that are less costly or less dangerous in the long term.

Some Sensible Questions to Ask Yourself

• What are the most costly, and least costly, concessions?

• Which concessions have the fewest long-term consequences and which have the most?

• What are the most certain consequences, and what are the most unpredictable?

• What sort of concessions can I keep in reserve for giving “that last bit of ground”?

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