Master negotiator tip #2

 

Understand and address the emotions. 

Some negotiations go nowhere because both parties are emotionally charged. People become stubborn and unreasonable when they are emotionally charged. In many negotiations, the physical items being fought over, or the tasks being debated, are not actually the main point. You need to address the emotions involved. 

One minor shareholder who has been with the business for 20 years wants to exit and wants to sell his shares to the majority shareholder. He asks for a much higher price than the market value. The majority shareholder wants to buy the shares, but not at such a price. They are stuck because no one is willing to give in. What emotions are not being addressed? For the minor shareholder, money is not the only thing he wants. Even if he does not say it, he wants to feel appreciated and recognised for his contributions to the company for those 20 years of his life. Possibly he is asking for a high price because he feels he has been underappreciated for many years. If this is never discussed or addressed, the two parties may never reach an outcome they are both happy with.