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Negotiation is an essential skill in business, leadership, and everyday life. Whether you’re securing a business deal, managing stakeholder relationships, or discussing your next career move, the ability to negotiate effectively can be a game-changer. Cranfield’s latest webinar series on negotiation provided practical insights into refining this critical skill, helping alumni and business professionals enhance their strategic approach.

The key to success: Process and behaviour

A successful negotiation is a combination of two elements: process (the structured approach you take) and behaviour (how you interact and communicate). Many negotiators focus on one over the other, but aligning both is what sets top performers apart.

Preparation is everything

It was highlighted that 70% of a successful negotiation happens before the conversation even begins. Effective planning involves:

• Defining what is at stake and differentiating between fixed (non-negotiable) and flexible (negotiable) elements.
• Starting discussions with flexible elements to build momentum and foster collaboration.
• Understanding both interests and constraints—negotiation isn’t just about demands but also about recognising the motivations and limitations of all parties involved.
• A compelling historical example shared was the Camp David Accords, where negotiators moved beyond surface-level demands to address core interests, leading to a breakthrough agreement.

Why you should always negotiate

Many people hesitate to negotiate, but the webinar stressed that negotiation increases satisfaction—both psychologically and in tangible outcomes. People naturally place more value on things they’ve worked hard to attain.

The power of making the first offer

One of the most significant insights was the importance of making the first move. Research shows that whoever makes the first offer usually controls the direction of the negotiation. Setting the anchor point allows you to frame the discussion in your favour.

When discussing salary or pricing, avoid giving a single figure—instead, present a range that positions your ideal outcome at the lower end of the spectrum. Additionally, using precise numbers (e.g., £23,233,200 instead of £23m) can create a perception of accuracy and credibility.

Handling concessions like a pro

Many negotiators make the mistake of offering concessions without structure. Instead:

• Label your concession (“We are prepared to offer this…”).
• Start small—don’t immediately make large compromises.
• Tie concessions to conditions—if you give something, ask for something in return.
• In real estate or commercial negotiations, for instance, agreeing to a lower price might be contingent on a faster contract exchange.

Maximising value in negotiation

A strategic approach involves identifying low-cost, high-value elements that you can offer while seeking high-value, low-cost benefits from the other party. For example, in a logistics contract, committing to a longer agreement (five years instead of three) may offer stability to the supplier while being a low-impact change for the buyer.

The role of empathy in negotiation

One of the most compelling aspects of the webinar was the emphasis on empathy. Negotiation isn’t just about securing the best deal—it’s about understanding the other party’s motivations.

A fascinating example was drawn from FBI hostage negotiations, where empathy and understanding played a crucial role in resolving crises. The key takeaway? Empathy doesn’t mean agreement—it means understanding how the other party sees the world, which gives you a strategic advantage.

The power of disagreement

Learning how to disagree effectively is another critical skill. The webinar explored the idea that sometimes, eliciting a "no" from the other party can provide clarity and prevent unnecessary concessions. Knowing when and how to push back is just as important as knowing when to compromise.

Final thoughts

The first webinar in the negotiation series offered a practical roadmap to success—from preparation to execution. It reinforced that negotiation is a learnable skill that, when applied strategically, can unlock greater business success, career progression, and personal confidence.

For alumni who missed the session you can , and don’t forget to where Professor Javier Marcos will continue to explore advanced negotiation strategies and real-world case studies.

Want to deepen your negotiation skills?
By , you can:

• Access expert articles from our Knowledge Hub
• Gain insights from Cranfield’s cutting-edge research
• Receive exclusive invitations to events & networking opportunities
• Enjoy a 20% alumni discount on the Strategic Negotiation Programme

Cranfield alumni can also access articles on negotiation via their Alumni Library Online (ALO)