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More reading: “Bargaining for Advantage” by G. Richard Shell

Summary:

• Dense, but full of valuable theory and examples.
• Explores multiple styles of bargaining (ex., personality, cultural, and ethical differences), offering insights on best-practices for each.
• Enjoyable examples put the theories in context.
• Good lessons in shaping negotiations into win-win outcomes.
• Definitely recommended if this is a topic you haven’t had training in.

Review:

Bargaining and negotiation are not skills I’d say I’m particularly strong in. Perhaps it’s because I tend to think of “haggling” when I think of bargaining, which is not something I normally do. That said, after reading “Bargaining for Advantage: Negotiation Strategies for Reasonable People 2nd Edition“, it’s more apparent to me now that what I needed was a broader view and understanding on negotiation tactics. The idea of “shaping negotiations into win-win situations by discovering hidden value” sounds much more appealing to me then “haggling” ever did.

“Bargaining for Advantage” is the second book I’ve read on negotiation. (The first was “Getting to Yes: Negotiating Agreement Without Giving In“, which was enjoyable, and great for learning about “positions vs. issues”, but not nearly as comprehensive.)

Shell’s book is organized in two parts: The first focuses on the “Six Foundations of Effective Negotiation”, while the second half discusses “The Negotiation Process” itself. The Foundations of Negotiation chapters cover:

• Understanding your bargaining style (aiding by a “Bargaining Styles Assessment Tool” in the Appendix, in which I was rated as being more competitive then I would have guessed.)
• Setting your goals and expectations. (Two key lessons: (1) Don’t aim at your bottom line; (2) People who aim high tend to get more.)
• Understanding authoritative standards and norms.
• Building, ignoring, and/or leveraging relationships.
• Understanding the other party’s interests (a key to finding a win-win solution.)
• Understanding and using leverage.

The second half of the book takes a deeper dive into the negotiation process itself. The chapters cover:

• Preparing your strategy. (You’re not going to win if you haven’t assessed the situation and thought through your key issues.)
• Exchanging information. (Establishing rapport and asking lots of questions. A key point here is to uncover the other party’s key issues and values. Listen more then you talk.)
• Opening and making concessions. (This chapter explores the age-old question of when you should [or shouldn't] make the first offer, by breaking down negotiations into a matrix of situations and tactical decisions.)
• Closing and gaining commitment. (A key lesson here is how to ensure commitment to the agreed terms. Shell provides some interesting examples on including terms in a deal to prevent a questionable party from backing out.)

Finally, the book closes with two “wrap-up” chapters on:

• Ethics in negotiation.
• Summarizing and applying the techniques in the book.

The book was more dense then the previous two business I’ve read (”Little Green Book of Getting Your Way” and “Cut to the Chase“), which made it a longer read, but more enjoyable for someone like myself who wants real information with real facts and data behind it. Overall, I’m happy that I read it, and I’m now curious about Shell’s other book, “The Art of Woo: Using Strategic Persuasion to Sell Your Ideas.”

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