Experienced negotiators know only too well that getting comfortable with being

uncomfortable is a key consideration in any negotiation. And part of this discomfort comes

from the fear of the unknown. To quote from the film Forrest Gump:

“Life is like a box of chocolates, you never know what you’re gonna get”.

The same can be said about negotiation. You can never know beforehand what the outcome

is going to be - but by being mindful of the skills you need, you can put yourself in the best

position to maximize the value from every negotiation.

This got me thinking that maybe negotiators could learn a few other core skills from the

world of film.

At The Gap Partnership, we live by our 14 behaviors. Behaviors that allow for the adoption

of an appropriate approach to maximize the value being negotiated. These should always be

at the forefront of any complete skilled negotiator’s mind.

So, let’s jump into our DeLorean, and head “Back to” these behaviors, to refresh our

memories and ensure they are firmly front of mind for “The Future” negotiations we will

conduct.

1. Thinks clearly when faced with conflict. Negotiation is conflict. The behaviors you

adopt can change depending on a competitive or collaborative negotiation, but ultimately it

LIGHTS, CAMERA, ACTION…NEGOTIATE!

CHRIS MCNALLY

will always be an uncomfortable process.

In the film Battle of the Sexes, tennis ace Billie Jean King is faced with a range of conflict

situations. While keeping her own sexual orientation hidden, she led other female tennis

players in a campaign to form their own Gladys Tour for the initial salary of just $1,

forfeiting their right to compete in all the majors as a result. In addition, in front of a global

audience she faced the media circus of playing former major winner, Bobby Riggs in her

battle to further challenge the place of women in tennis.

Just like a skilled negotiator, she needed a clear head, focused thoughts and a strategy for

dealing with conflict.

2. Does not allow fairness to influence behavior. We all like to believe we behave

fairly in life. It’s a basic tenet of a just society. But negotiation isn’t fair. If you believe that

because you are fair the other party will be fair in return, you leave yourself at risk of being

exposed.

The Wolf of Wall Street is a great depiction of how someone can take advantage of that

belief in fairness. In the scene where Jordan Belfort is having what appears to be an open,

honest and fair discussion with a potential investor, offering insight in the latest top

investment opportunity, in fact he was unloading unfavorable stock, making his own

financial gain, while mocking the individual in the process. It shows how people can take

advantage if you let them.

You don’t get in life what is fair, you get what you negotiate

3. Maintains self control, uses silence and manages discomfort. Negotiation is

silence; negotiation is listening. The use of silence can be uncomfortable and you need to

manage this discomfort. But managing your discomfort can unlock vital information. A

corollary of this is ensuring you listen to what is being said, understand and interpret the

meaning behind the words to further shift the balance of power over to you.

Non-verbal communication is key to the sending of messages you want the other party to

receive, and in turn, you must ensure you remain consciously competent and  aren’t

misled by messages they may send to you.

Imagine a future where you must live in silence and thus silence is your ally. The film A

Quiet Place demonstrates this future and shows the impact of non-verbal communication.

The film is a 1 hour and 31 minute movie experience, but contains just 90 lines of vocal

dialogue. 

Sometimes what isn’t said, says more than what is, and the more you say - the more you

give away.

4. Opens extreme but realistically, shifting their expectations. Opening extreme is

vital when looking to maximize the bargaining range available. Always ensure the level in

which you open is appropriate to where you are on the Clockface. Opening extreme and

planning appropriate moves can maximize the value you take.

Remember The Greatest Showman? When P.T Barnham requests Phillip Carlyle to join his

business as part owner, the negotiation begins. Opening positions of 7% (Barnham) and

18% (Carlyle) set the scene. However, with a deal done at 10% Barnham uses planned

moves and demonstrates behavior indicating it is hard to obtain, to ultimately maximize the

bargaining range.

I’m not suggesting you always break into song in a negotiation when opening extreme -

unless it’s done as a tactic.

5. Reads their breakpoints. The way to maximize value in any negotiation. Not aiming

for a minimum objective, but getting inside the other party’s head to maximize the value the

other party could give you. It’s where the negotiation should take place and it is

crucial you’re not negotiating in your own head.

Inside Out is a Pixar journey through child Riley’s head and the emotions that govern her. It

references the importance of being in control of these emotions and if not, how they can

totally shift your behavior.

Negotiation happens in their head, not yours. 

6. Listens and interprets the meaning behind the words. A key skill in negotiation

is to listen out for soft language, to understand how the other party is feeling and to not take

things at face value without challenging. Don’t assume your assumptions are correct, test

them out. Your counterpart might be playing a part to maximize the amount they can take

or mislead your perception.

In  the closing moments of The Usual Suspects we find out an unassuming guy with

disabilities is actually the most powerful crime boss of his time. But surely from the way he

behaved, it couldn’t be him! However, think back to some of the comments he makes during

the film, if you were really listening, perhaps it was more obvious than you first thought.

Active listening to both words and non-verbal cues can increase your power in a

negotiation.

7. Plans and prepares with all the information available. 90% of a negotiation is

preparation. The more you can prepare prior to the negotiation, the more effective you will

be. Understand your counterpart and use the 5 P’s (Prospect, Predict, Power, Plot and

Position) to look to maximize every deal you are involved in.

In the film Jarhead, Anthony Swofford enlists as a marine, training in a boot camp under a

sadistic drill instructor. Facing uncertainty each day – both about the war and home - the

soldiers try to maintain composure. A large amount of the time referred to both in boot

camp and in the desert was about preparing.

The more preparation you put in the more effective you will be.

8. Questions effectively to understand the priorities of the other party.

Questioning is key when negotiating. It allows you to take a position of power and gain

information which can strengthen your position. 

Consider the film Liar Liar. When Fletcher Reede, a successful lawyer is unable to lie due to

his son’s birthday wish, his life tumbles out of control. He goes into a court case, where he

believes he simply can’t win without being untruthful. However, when cross examining his

witness, he fires a series of open questions using a funnel approach, narrowing down to the

key issues, until directly asking closed questions to get the result he wants.

Effective questioning can shift the balance of power. 

9. Trades concessions effectively and always conditionally. The is all about the art

of “If you…. Then we….”. Always ensure that when you negotiate you get something of equal

or greater value, to that which you give to your counterparty.

Jerry Macguire couldn’t have put it better when he said: “Help me to help you”. This

approach is vital when undertaking conditional trading.

In order to get what you need, you need to understand first what they need.

10. Applies analytical skills to manage the value of the deal as the negotiation

unfolds. Applying analytical skills to any negotiation is key when understanding and

repackaging each proposal that is made. Remember, when repackaging breakpoints,

become more fluid and use tools to help aid the pace with which you can review and

respond.

Hidden Figures dramatizes the true story of three individuals who played key roles in the

space race. As African-American women in a white male dominated industry their skills

were overlooked. However, it was Katherine Goble Johnson’s world-leading analytical skills

in mathematics that was instrumental in the success of launching John Glenn into space -

the first American to orbit Earth three times before returning safely. 

Analysis of information can yield greater and more creative negotiation options.

11. Creates and maintains the appropriate climate for trust. Trust, or the

requirement for trust, is one of the key drivers when understanding the appropriate

behavior you should adopt. The higher requirement there is for trust, the more

collaborative your negotiation will be. Always be mindful it takes a lot of time to build trust,

but equally, once it is lost is very difficult rebuild.

Trust was a key part of Mr. and Mrs. Smith’s relationship until a chance encounter led to

the realization that they were both secret agents living double lives. Dramatically this

resulted in not only the loss of trust but also (nearly) their lives. 

In a collaborative negotiation, building trust in the relationship is key.

12. Creates and uses an agenda to control the negotiation proceedings. Agendas

help to bring structure to your negotiation and can be far more effective when they are

jointly owned. A good tip is to ensure there is no “Any other business”. Preparation is 90%

of negotiation and you can’t prepare for something you don’t know is going to be said.

In addition, don’t forget the importance of roles. Identifying a Leader, Spokesperson,

Figures person, Observer and Specialist allows you to be far more effective when you

negotiate. Of key importance though is staying in your role.

This was never more relevant than in Ocean’s Eleven when the team were looking to achieve

a $160m heist. If everyone hadn’t stayed within their role and trusted each person to deliver

what was expected, would they have gotten away with it? 

Planning and agreeing an agenda jointly with your counterpart can help control the

outcome.

13. Thinks creatively to develop proposals which help move the deal forward.

Creativity is key when negotiating. Understanding your counterpart and where you can use

a creative solution to bridge the gaps in the current proposals allows for a much more

collaborative approach.

You only have to look back at Pixar’s initial feature-length release (Toy Story) to see what

creativity can do to value. Disney was struggling with its latest releases as they were

targeted at a specific junior audience. The introduction of digital films with subtle, mature

themes totally changed the landscape on how films where designed, produced and watched.

Creativity at its finest.

Working together collaboratively can yield greater creativity than working alone.

14. Explores options which help gain agreement and remains open-minded

towards new proposals. It is important when negotiating to understand all the options

that might be available to you. Consider the language you use. I’m sure for a number of you

reading this, you will remember the short scene that is shared on The Complete Skilled

Negotiator workshop from the film The Negotiator.

Avoid using such words as “no”, “won’t”, “can’t”, “shan’t” as these eliminate options. Keep

all options open - it’s the art of creating value.

So, in the final edit from the cutting room floor, position yourself to generate the best

outcome possible. Understand how your actions and behavior can impact the situation.

Consider what signals you are sending but also what are coming back from the other party.

Always look to shift the power in your favor and ultimately maximize the value you generate

in every negotiation.

Treat every negotiation as though it’s your own personal premiere and always look to make

it a box office success.