Negotiation Tactics and Counter-Tactics, Part V, Ruses
Robert Menard, Certified Purchasing Professional, Certified Professional Purchasing Consultant
Editor’s Note: This is Part 5 of a 5 part series on negotiation tactics and counter-tactics. Part I presents an overview. Part 2 explains the first category of Maneuvers. Part 3 deals with Flyers, Part 4 with Gambits, and Part 5 with Ruses.
The Ruses comprise tactics ranging from wild to tame, but all are to be used judiciously. If you spot these, regard them with suspicion. The other negotiator may be adroitly deploying or clumsily utilizing these. The Ruses include:
- The Head Fake
- The Straws
- Funnie Munnie
- Madman Mania
- The Walk
- Artful Anger
- Self Control
- Puppy Dog Close
The Head Fake is the introduction of a phony issue or position for the purpose of concealing the real issue or position. This tactic pops in frequently in Win-Lose strategies, labor negotiations, and settlement talks between estranged parties. The head faker has little interest in honesty or much concern with how the other side does in the negotiation. You can recognize the tactic, or at least be cautious when a point that you did not expect enters the discussion. It could be legitimate, so investigate with open ended questions and request to tell you more about it. Typically, the drive for the decoy will later incorporate the real issue, which will be associated in some way to make the real issue seem less important.
The Straws are red herring issues. They have little value to the other side or us and are placed on the table for their value as concessions later. The non-negotiables tactic we raised earlier often fall into this category. A clue to the straw’s presence is the introduction of unanticipated terms and conditions. Whenever unexpected data appear, be alert to the possibility that the information has marginal value.
Funnie Munnie is a truly clumsy tactic. It involves the expression of a price in relative terms that deemphasize cost and try to shame the buyer. “Can you afford 20 cents per day to protect your family?” How about, “Make just four easy payments of $29.95?” These paraphrased TV quotes takes aim at pride and responsibility. “Why of course I can and afford that, I do care about these things, and here’s the money to prove it,” is the response the ads intends to provoke. Price quotations for leasing big ticket items provide a notorious example; $1.71 per passenger revenue passenger mile per hour per operating year (assuming an 85% seat occupancy and a ten year life with normal maintenance costs). What ever does this quotation mean? It states an incomprehensible set of facts and offers insufficient information upon which to make any calculation. Get the funnie munnie translated to dollars and cents in a hurry.
Madman Mania covers a variety of behaviors, usually unsavory, that betray a low skill level in negotiation. People use them because they are effective. Bullies have learned that their antisocial rants help them get their way. They apply that pattern to negotiation as well. Suppose you are dealing with a foul mouthed, arrogant, abusive ego maniac who has body odor and halitosis – and those are his good points. He rules by a reign of terror and people fear his reputation. The question to ask ourselves is, “So what?” We are not considering a marriage proposal, just a business deal. Bullies do not favor being challenged, and might react angrily when confronted. So what? Stand your ground, rely on your skills, and attend to business. The bully will develop a new, if grudging sense of respect for you, even if he is not sure why.
The Walk is one of those tactics that people like to talk about in awe. I once heard a fellow in Denver refer to his boss in reverent tones. “You should have seen how he handled it. The supplier flew down from Chicago with a team of three and my boss set the whole thing up. Soon into the meeting, he told them that if his price terms weren’t met, they could fly back to Chicago. And then he walked out, giving them ten minutes to decide.” Well, it might have just been a high stakes game of chicken, or maybe it was an effective ploy. In any case, beware of using it in any meaningful way. Issue had no weight in this setting and the Relationship did not seem to matter much. These two distinct markings identify the type of negotiator and strategy that he had chosen. If someone walks out on us, what options has our preparation primed us for? Do we need this supplier? Was this supposed to be a Win-Win deal? What is our fall back position? Preparation is the only counter to this tactic.
Artful Anger is a pretty slick trick. Use it sparingly and it works well. Over use it and lose it. Anger is often part of negotiation as frustration boils over. Personality disputes, risks, and stress can flare up in angry outbursts. When someone blows hot and hard, it is probably not directed personally but arises from the general stress of the negotiation process. The tactic appears when the exhibition of anger is art and not science, feigned versus real. We may not know the difference between the real and fake variety, so the treatment is the same. Try not to recoil or change your actions because that would be a signal that the tactic has taken effect. It is not our fault is the other party chooses to lose its mind and act out of anger. Do not change your position or your attitude, but be firm and resolute. This advice may sound similar to that prescribed for doping with childish temper tantrums and indeed it is almost the same. A good application of this tactic is to counter a case of Madman Mania.
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All of these heavy human influences lead us to the Self Control tactic. This is an extremely important tactic to master and it is not an easy thing to do. Recall the godfather’s advice about, “Its just business, nothing personal.” The same is true in commercial negotiation. We have no excuse for losing self control. The justification most often cited is that, “He made me so mad.” Horse feathers! No one can make you mad; you have to let him or her do it to you. This puts the other guy in control. If someone can drive you to an emotional reaction, he can manipulate you and control you. Anger clouds judgment. Why would you ever give that much control to a perfect stranger?
The Puppy Dog Close is a sales closing technique as in the words, “Money back guarantee.” It puts the product into your hands so that you have no reason to keep looking. Besides, you really want the product and you have no risk, so why not just take it with you. Did you ever take children to see new puppies? The cute fur balls cock their heads in a forlorn pose. The clerk assures you that you can bring the puppy back if your kids don’t like it. You correctly estimate two chances of that happening and Slim is in Lubbock indefinitely.