By Brooke Levy

Top Five Negotiating Tips

For many, negotiation is the most intimidating of all sales and business skills. It seems like one of those mysterious talents you either have or don’t have, and knowing a situation requires negotiation—buying a car, accepting a new job offer, or making a business deal—will cause some to break out into a nervous sweat. But according to negotiation expert, and Cydcor Senior Vice President and General Manager, Business to Business, Brooke Levy, negotiation can be learned.

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What many people don’t realize is that they’re not bad at negotiating, they’re just doing it wrong. Like most things that require talent and practice, improving negotiation skills takes understanding what works and what doesn’t. Think about sports. You may never become a championship golfer, but with the right information about how to hold a golf club and how the wind can affect a golf ball in the air, you certainly can learn to improve your game. It’s the same with negotiation. With the right negotiating tips and techniques, and a lot of practice, you can learn how to overcome your fears and hold your own when asserting yourself.

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Here are Five Surefire Negotiating Tips to Help Swing the Outcome in Your Favor:

1. Stop Fighting and Start Compromising!

• How to do it right: When people think of a negotiation they often think of a boxing match where the parties enter the ring, head to head, and throw punches until someone falls to the ground and the other proclaims victory.  In a successful negotiation, both parties should feel like they have won. It is important to always approach a negotiation as a discussion (not an argument or a contest) with a potential win-win solution.

• Why it works: The art of negotiation revolves around give and take. Two parties must work together creatively to find a mutual win. If you approach a negotiation as a discussion rather than an argument, you will have a different tone. You will be better at listening. Less argumentative. More constructive in your thoughts and ideas. You will be patient. These characteristics are crucial to find a solution – not a victor!

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2. Know What You REALLY Want

• How to do it right: Understand the difference between positions and interests. Imagine that you are negotiating Saturday night plans with your boyfriend/girlfriend. You want to stay home and your partner is adamant that you go out on the town. Those are your respective positions. But what are your actual interests? The truth is, you only want to stay home because you do not want to spend money on an expensive night out. Your partner wants to go out simply because he/she wants to hang out with friends. Your interests are the factors and reasons that cause you to take a particular position. Knowing one’s interests (as opposed to just his/her position) is invaluable in coming to a solution.  Stay in Saturday night, but have friends over!

• Why it works: We typically argue our positions rather than talk about our interests. If you do your homework and understand what you really want and what the other party really wants, it helps you find the route to a mutual agreement faster. Compromise is key. If you can give someone what he/she wants, you can typically get anything you want.

3. Talk Less; Listen More

• How to do it right: It’s amazing how much easier it is to talk then to be patient and LISTEN. In fact, even when we are “listening,” we are often not even processing what the other person is saying but rather, planning what we will say next. To be a good negotiator, you need to understand what the other party really wants. You cannot get that information if you don’t take the time to listen and really process his or her view. It is important in a negotiation to ask lots of questions and then listen to the responses. Play detective! Knowledge is power.

• Why it works: Your strength/power does not come from how much you talk or how important you think you sound. In fact, many conflicts are resolved simply by listening to what the other party really wants/needs. The general rule is that you should never talk in a negotiation more than 30% of the time. Ask open-ended questions and allow the other party to tell you what they need. You will have much more success finding a compromise!

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4. Be Assertive!

• How to do it right: I always joke that the best example of being assertive and holding your ground is to negotiate like a toddler. When my son was three we used to negotiate every night before bed how many books we would read. “Luca, pick out one book to read before bed.” “No Mommy! Three books.” “No Luca, it is late and we only have time for one book so pick out a good one.” “No Mommy, three books!” “Luca, you have two options. Either you pick out one book to read or we don’t read any.”  “Ok, Mommy. Let’s just read two books.”

• Why it works: Toddlers never take no as an answer—but they always make sure to express exactly what they want in a non-threatening way. And they rarely ever waver. Being aggressive and being assertive are not the same thing. You do not need to be mean or disrespectful to ask for what you want and hold your ground. Also, just like toddlers, make sure to always aim high with your initial ask so that you have some room to move. If you ask for EXACTLY what you need at the beginning, you will look completely unwilling to compromise during the negotiation.

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5. Don’t Negotiate Against Yourself

• How to do it right: It always amazes me how many people negotiate against themselves. And it happens in so many ways. The most common example I see is when silence becomes uncomfortable. Imagine that you want to ask your client for an increase in the bonus they are sponsoring for the holiday season. You perfectly plan your argument as to why the increase makes sense. You have the appropriate leverage (always make sure you have leverage!) and you present your position well. Then, there is silence. The client doesn’t say anything at all!  And before you know it, you start offering up a lesser ask. You assume that the answer is a no. Or that the client is angry. Or that your request was too aggressive. Silence is ok! Once you have set forth a request, wait for a response!

• Why it works: All negotiations require that you plan thoroughly and have your position solidly in place. If you are prepared, you should feel confident in your requests. Do not waver from your position or negotiate against yourself just because the other party does not immediately react the way that you planned. Negotiation takes patience. Sometimes the other party simply needs time to digest or better understand your rationale.

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Not everyone loves to negotiate, but understanding how to negotiate and improve your negotiation skills is critical to achieving success in almost any kind of business, and in life. Even those who never work in sales will need to negotiate at some point or another, because resolving almost any disagreement requires compromise. Learning to control and play an active role in resolving conflicts can empower you to feel less anxious when asserting yourself and your wishes, and can help you get the results you’re hoping for more often.

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Brooke Levy is Senior Vice President and General Manager, Business to Business at Cydcor, where she is responsible for managing client relationships, driving results at the campaign management level, and exploring new business opportunities. Under Brooke’s leadership, revenue for one of Cydcor’s residential energy programs tripled in just 18 months. Brooke heads the company’s entire business to business sector, and she was instrumental in designing the business and legal framework for both of Cydcor’s proprietary residential energy businesses. She has also developed new mid-market sales opportunities for Cydcor, pairing clients with business models she personally built and tested to ensure long-term growth. Brooke joined Cydcor in 2013, following a successful 10-year stint as a corporate lawyer, specializing in mergers and acquisitions as well as private equity.

You don’t have to be in sales to benefit from a great elevator pitch. The right elevator pitch can open doors. It can help you land a new job, sell a product or service, earn new clients or investors for your business, or propose a new idea to your boss. Your elevator pitch is the way you tell someone everything they need to know about you or your business in a very short amount of time. The goal is to hook them; to whet their appetite for more information. An effective elevator pitch takes some thought, but perfecting your pitch is more than worth the time and effort. The right elevator pitch can be your secret weapon. It can stop strangers in their tracks and convince them you’re someone worth listening to.

Here are some surefire tricks for writing an elevator pitch that does the selling for you:

Start with a Headline: If you were the top story of the day, what would your bold print say? Start with an introduction, followed by a quick statement that summarizes you or your business and what you do. Keep it concise and easy to understand.

Know your Audience: To really wow your listener with your elevator pitch, you’ll need to tailor it to your audience. Not every listener will be interested in the same details. Whenever possible, do a little research about the person you’ll be pitching to or their business, and try to adjust your tone, style, and the details of your pitch to their specific interests. What is most important to this person, and what will they most want to know?

Think Like a Brand: Leading brands like Nike, Apple, and BMW, are unmistakable. That’s because brand marketers expend a lot of time, money, and effort developing strategies to set brands apart from their competitors by identifying their unique selling propositions. Treat yourself, your business, or your product like a brand by thinking about the one thing you or your business can offer that no one else can. Incorporate your unique selling proposition into your elevator pitch to communicate to your audience why they should choose you over anybody else.

The Rule of Three: An elevator pitch doesn’t have to tell everything about you or your product; in fact, it shouldn’t. Your pitch should communicate only the most important selling points. Save the details for later. Instead, to get your foot in the door, to get them to pay attention, or to persuade them to listen to what you have to say, stick with no more than three big ideas you’d like to convey. Write down all the top benefits of your business or service, and assign each of them a rank by importance. Once you’ve identified your top three, come up with a sentence or two that clearly communicates those benefits as succinctly as possible.

Talk About Benefits, Not Features: Cool product features are fine, but they aren’t really why customers buy. Customers buy products and sign up for services that provide a benefit to them. They help fulfill a need, fix a problem, or make their life easier or better in some way. Figure out what you, your product, or your company does to benefit the customer, and weave those ideas into your pitch.

Provide some Proof: Anybody can say they’re the best, but a great elevator pitch leaves the listener with little reason to doubt, because it’s backed up with evidence. What have you or your business accomplished? How has your service saved customers money? What results have you produced? Don’t bore the listener with a lengthy list of accomplishments, but pick one or two compelling details or facts that prove your case.

Take the 30-Second Test: Your elevator pitch should be short and sweet – about the length of an elevator ride, to be exact. Time yourself as you recite your pitch, and be strict about sticking to 30 seconds or less. This doesn’t mean you should sound like an auctioneer. Speak slowly and clearly, and be honest with yourself. If it takes longer than 30 seconds to recite, get out your red pen and do some editing. Keeping your pitch under 30 seconds is a great exercise in getting to the point.

Call to Action: Don’t forget to tell the listener what they are supposed to do. It seems obvious, but without a clear request for an investment, a purchase, or a job offer, your audience could feel confused about the point of your speech. Make it easy for them to give them what you want, by including a clear request at the end of your pitch.

Rehearse: Ironically, it takes a lot of practice to sound like you’re speaking off the cuff. Practice presenting your elevator speech at least 50 times, and you may be surprised how much you’re able to improve it as you go. With practice, you’ll also begin to sound more confident and convincing.

Here’s an example of how to put it all together:

Headline: Hi, I’m Dee Signer, and I’m an award-winning web and graphic artist, and I’ve been helping companies like yours stand out in a crowded marketplace for the past seven years.

Target your audience: I know that your industry, home landscaping, is very competitive, and having a great logo and website can be critical to helping you attract new customers.

Unique selling proposition: But, I have created a one-of-a-kind, design system, guaranteed to deliver a unique logo and website design that gets you more clicks – and more customers.

Three big selling points: My system is simple to use, includes a free, one-on-one consultation, and when your design is finished, you own all rights to it for life, no strings attached.

Proof: After using my system, my past three clients have gone on to see their web traffic increase by 30%.

Call to action: Why don’t I help you fill out your online design request form right now, so we can get your one-on-one consultation scheduled for this week. Ready to get started?

They say you only have one chance to make a good first impression, and your elevator pitch can ensure you make the most of those precious moments. Mastering your elevator pitch also helps you identify the most important benefits of your product or service.  It can also produce better results by quickly grabbing the listener’s attention and by quickly focusing the conversation on the things that matter most.  The perfect elevator pitch will help you transform casual encounters into lucrative business opportunities.