Changing their Negotiating Standard
If you want to understand the decision making process of the other side of the negotiation table, you must first understand the ideal to which they are making comparisons. What is the standard they have set in their head of perfect? Enthusiastically ask them to describe their ideal outcome.
Once you understand what they are ultimately after, you can adjust your “pitch” to accommodate what they are looking for. You would do this by emphasizing certain characteristics of an idea you are trying to sell and playing down others.
If you can change the standard of what they are looking for, then you can make what you are selling look perfect.
Example
As a travel agent you make more commission selling some trips more than others. A newly retired couple walks into your office looking for an adventure. They are considering a South American Adventure. You enthusiastically ask them to describe their perfect vacation. The commission rate is double on African Safaris.
In order to steer them to choose an African Safari, you talk up the points that are similar to the South American Adventure and throw in some others that you know they’ll love. Even though traveling to Africa can be quite expensive, you tell them they should go all out with this trip. They are both celebrating having just retried, after all. The couple shares your view and opts to go with the more extravagant African Safari and you get twice the commission.
