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Negotiation
Tactic

Separate Their Gains Into Individual Components

Separate gains when possible so that they feel more impactful.

Instead of saying "benefit 1 and benefit 2" in the same line, break them out into separate lines

Overview

Which option is better:

  • You find a $20 bill
  • You find a $10 bill. Then another $10 bill

Both outcomes are the same, yet the second outcome feels better (Kahneman & Tversky, 1979).

Follow that guideline in negotiations. Consider this benefit:

  • The project will be completed under budget by May 3

You could separate that benefit into smaller pieces:

  • The project will meet all quality requirements
  • The project will be completed under budget
  • The project will be completed by May 3

Voila. You turned one benefit into three. Your counterpart will perceive more value in the deal (Malhotra & Bazerman, 2008).

  • Malhotra, D., & Bazerman, M. H. (2008). Psychological influence in negotiation: An introduction long overdue. Journal of Management, 34(3), 509-531.
  • Kahneman, D., & Tversky, A. (1979). Prospect Theory: An Analysis of Decision under Risk. Econometrica, 47(2), 263-292.