How to get inside your opponent’s head
To succeed as a negotiator you have to get inside the mind of your opponent.
But the question is; Does success come primarily from understanding the other side’s viewpoint? Or does it come from establishing deep emotional engagement?
In other words, does it pay to get into your opponent’s head or does it pay to get inside their heart?
The May 3 Economist shows research by Adan Galinsky of Kellogg School of Management at Northwestern University has revealed “that it pays to get inside your opponents’ heads rather than hearts”.
First, the researchers defined the two different approaches negotiators used to understand opponents:
1. Perspective-taking
2. Empathy
Negotiators often use these terms interchangeably but they are different.
Perspective taking is the cognitive power to perceive the world from someone else’s viewpoint.
Empathy is the power to connect with others emotionally - to feel the world from their viewpoint.
The simulations using 150 MBA students showed:
1. That the groups who focused on the perspective of the other side were much more likely to strike a better deal - 76% closed their deal.
2. The empathisers, that is those who focused on the other sides feelings were far less successful -only 54% closed their deal.
3. The control group, who simply focused on the own role without regard to the other sides’ perspective or feelings were even less successful - just 39% closed their deal.
Not surprisingly, negotiations when both sides make an effort to understand the perspective of the other side yield the highest joint gains.
But, even with just one negotiator having perspective taking abilities, the odds of a better deal for both sides are good.
In essence, this breakthrough research shows that deal making is about satisfying your opponent’s interests while meeting your own needs. Too much empathy can stand in the way of truly creative deals.
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