Leadership Lesson: Negotiating for Success: Basic Stages

By Diane Magrane, M.D.

Everyone negotiates. We negotiate with family members about how to spend vacation time;
we negotiate with friends about how to pick up the tab for dinner; we negotiate with
contractors about when to come to the house for a delivery or repairs. Physicians negotiate
with patients when discussing alternatives of medical versus surgical therapy or, often times,
no therapy. Scientists negotiate for time and space to conduct experiments. All of us negotiate
for salary and job responsibilities. While each of these examples has a different level of risk
and impact on the outcome, each requires basic communication skills to be effective.

Richard Shell, in his book, Bargaining for Advantage (Penguin Books 1999) defines
negotiation as an interactive communication process that may take place whenever we want
something from someone else or another person wants something from us. Shell describes the
process in four stages: Preparation, Exchanging Information, Bargaining, and Closing and
Commitment. This article explores the four phases using examples from common interactions
of faculty negotiating for new positions in medical schools. The examples are drawn in part
from vignettes discussed during sessions on negotiation during the 2004 AAMC Women in
Medicine Annual meeting and the 2004 Executive Development Seminar for Associate Deans
and Chairs.

Preparation

Dr. Steven Blum, in his instruction on negotiation during this year’s AAMC Executive
Development Series reiterates: You will be a better negotiator if you prepare thoroughly.
Simple advice, but worth emphasizing. Preparation includes researching standards and
principles by which negotiating parties may reach common ground. Preparation includes
knowledge of your own values on the issue being negotiated as well as knowledge of the
perceived needs and values of the other parties involved in the discussion. It is important to
be aware of your own bargaining style as well as that of the other party.
Exchanging Information

This is the single most important stage of negotiation. In 1978, a study of English labor and
contract negotiators engaged in actual transactions showed that successful negotiators asked
twice the number of questions and spent over twice the amount of time acquiring and
clarifying information than did average negotiators. (Referenced in Shell, Bargaining for
Advantage).

Negotiating behavior Skilled Average

Questions, as % of all negotiating behavior 21.3 9.6

Active listening: Testing for understanding 9.7 4.1

Active listening: Summarizing 7.5 4.2

Total information exchange 38.5 17.9

Many observational studies since 1978 have confirmed the importance of these basic
communications skills in effective negotiation. Henry Ford gave advice on such
communication: “If there is any one secret of success” he said, “it lies in the ability to get the
other person’s point of view and see things from that person’s angle as well as from your
own.” Why are communication skills so important in this particular kind of interaction? Shell
surmises, “Most people are so grateful to have an attentive audience that they take little
notice of your tactful probing until they suddenly feel the urge to get a few answers
themselves. By then the effective negotiator has the information he or she needs to frame just
the right responses.”

When Dr. Timothy Johnson investigated the position as chair of obstetrics and gynecology at
the University of Michigan, he interviewed a variety of decision-makers within the
department and the medical school. The result of the conversations and his reflection upon
what possible to build in the medical school was an 18-page vision and planning document.
This document reflected the visions and possibilities of the department and the medical
school and required very little negotiation to reach agreement because of the shared interests
and common ground for those with whom he would eventually develop the vision. And how
did he discover the shared interests and the potential for building a great department?
Through inquiry, listening, clarifying, and developing shared interests.
Bargaining

Bargaining is the stage that most people associate with negotiation. However, this stage alone
is NOT negotiating. It begins with an exchange of terms, an opening of the discussion of a
“deal.” Dr. Steve Blum teaches AAMC EDS participants to delay this stage as long as
reasonable, but to recognize when it begins. He teachers, “As soon as a number or term is
mentioned by one party, you have begun to move out of information exchange and into
bargaining.” In negotiations that have proceeded well through the stage of information
exchange, this transition occurs smoothly as a natural extension of how to enact the ideas that
have emerged. If exchange is done effectively, both parties are likely to have discovered a
number of different resolutions that are more attractive than the ideas brought to the initial
discussion by either party.

Both parties are also more likely to be pleased with their final transaction if they come to the
discussion with their very best case scenario in mind. The old adage “think positive” is the
right one for negotiation. King Ching of Chou in the 12th century is reported to have said,
“High achievement comes from high aims.” When negotiating, think about meeting mutual
needs and desires with complementary solutions. Of course, one must prepare well by
knowing the bottom line, or Best Alternative to a Negotiated Agreement. (We will talk more
about BATNA in a subsequent issue.) And, of course it is important to know one’s values so
as not to compromise them. However, the best bargaining will result in all parties feeling as
though they have acquired value and lost little or none. This happens when the negotiations
spend sufficient time prior to the bargaining stage to discover common ground on values and
mutual benefit in exchanging properties or ideas.

The substantive changes in curriculum that are becoming established across the nation are the
results of effective negotiation with many individuals with many interests. The “bargain” is
often a method of increasing one department’s visibility in return for support for more
dispersed or integrated teaching. Often, this requires negotiation of a new method of
distributing funds to departments to recognize teaching effort and always a consideration of
how these new distribution methods impact upon departmental and divisional budgeting.
Each of these is a result of a bargaining process that builds into the larger vision of more
effective teaching, learning, and organizational innovation.
Closing and Commitment

When various options have been fully explored, weighted by each party, and often adjusted,
closing may occur. Blum tells us that we obtain true commitment form the other party “when
the alternatives are not as attractive as following through on the deal.” In an effective
negotiation, both parties will come to this point of best possible combination of terms in a
similar time frame.

Robert Frost said, “Good fences make good neighbors.” A strong and visible closing and
definition of terms facilitates an ongoing, trustworthy relationship. One might say of
bargaining, “a good contract makes a good bargain—and a potential long term relationship
that will continue to benefit both parties. In the Unites States, a symbolic handshake signifies
a verbal agreement. Signing a contract or memorandum of understanding or placing funds in
escrow shows good faith intention to follow through on the agreement. A public
announcement such as a press release or presentation at an important meeting gives credence
to the plan.

Summary

In the last analysis, you cannot learn negotiating techniques from a book. You must actually
negotiate.—Freund, Anatomy of a Merger 1975. The best way to improve your negotiation
effectiveness is to be conscious of your own opportunities and consciously work to improve
your skill. Blum credits Shell in teaching that effective negotiators share similar
characteristics. They all engage in systematic planning and preparation; have high
expectations; maintain a reputation for reliability and integrity and exhibit strong listening
skills, knowledge of subject matter, verbal skills and self-confidence.

Fortunately, these are all characteristics that are important for academic success as well.
Whether your focus is clinical care, educational innovation, or scientific research, you likely
have developed considerable foundation in each of these skills and traits. Using the four
stages, you should be able to enhance your negotiation effectiveness. At the 2004 AAMC
Annual meeting, Drs. Jayne Thorson, Tim Johnson, and Dee Fenner from the University of
Michigan College of Medicine shared some basic tips for negotiating new positions in
academics. All rely on the basic stages of negotiation, stages that Dr. Fenner describes as “a
universal dance with four steps.”

References

1. Shell, Richard. Bargaining for Advantage, Penguin Books. 1999.

2. Blum, Steve. Executive Negotiation Workshop, AAMC Executive Development
Seminar for Chairs and Associate Deans. October 2004
3. Fenner, Dee, Johnson T, Thorson J. Negotiating for Your Success, AAMC Annual
Meeting, Women in Medicine small group discussion. November 2004.