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Definition of negotiation

Let's begin with a definition of negotiation, the first part in understanding how to be a more

effective negotiator, to manage conflict, and to get what you want. Here we define negotiation -

what it is and is not.

What is negotiation?

Negotiation is any activity that influences another person. Here's how a number of leadingthinkers define the topic:

*Negotiating is the process of getting the best terms once the other side starts to act on

their interest.

On Negotiating by Mark H. McCormack

* ... negotiating is... a means of achieving one's goals in every relationship regardless of the

circumstances.

The Art of Negotiating by Gerard I. Nierenberg

*Negotiation is a field of knowledge and endeavor that focuses on gaining the favor of

people from whom we want things.

You Can Negotiate Anything by Herb Cohen

*Negotiation is a basic means of getting what you want from others.

Getting to Yes by Roger Fisher & William Ury

Notice that negotiation is a process, a means to an end. It is the journey of how we get tothe destination not the destination itself. This doesn't mean losing sight of the destination but

rather, paying more attention to how we get there. It's all about "process".

Negotiation is multi-faceted

A good definition of negotiation may recognize context (the background against which it is set)because much of negotiation in business today is "live" i.e. conducted in real time. Here are a

number of typical contexts, each affecting how your negotiation will play out:

* Time - specific deadlines; a sense of urgency; an initial or follow-up opportunity/meetingand all that entails; inaction

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* Environment - physical environment (and its impact upon our senses); professional orcultural expectations ("here, we do it this way")

* Personalities - temperament and behavior; number of people in the setting

* Information - knowledge or lack of; perception of one another's knowledge base

* Personal issues - personal identity and ability; distractions external to the meeting

* Hierarchy - ability to command/demand performance; deference

These scenarios often lend a three-dimensional feeling, making every negotiation fluid,constantly changing, creating a sense of something always happening. Cohen captures context

astutely when he uses the term, "web of tension". This paints rich, visual pictures of a spiderdelicately sensing the vibrations of prey caught in its web; or a computer game's avatar bounding

over a dynamic landscape, each footstep sinking down into the surface while simultaneously

pushing up the surface somewhere else.

Negotiation isNOT compromise

"Compromise" means giving concessions or settling upon an intermediate point between two

positions. It is nota means of getting what you want. Whenever anyone on the other side of thebargaining table offers the word compromise they are voicing their preparedness to lose... and

we're about to find out how much it will cost.

Stop compromising and start negotiating - next steps

Now that you understand what

negotiation is - and is not - you'll

want to apply more effective

methods whenever you negotiate.

But rather than try a few tips and

techniques, it's best to learn a

complete, integrated system.

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Relati

In this installment of the Definition of Marketing Series we learn about relationship marketing.Relationship marketing is important because if focuses on strengthening those elements of your

marketing strategy which contribute to retaining existing customers. Organizational value from

a retention strategy is, in most cases, significantly more effective and profitable for the firm thana focus on acquiring customers.Relationship marketing is also critical as it underpins successful social media marketing strategy.

Also presented are changes necessary to implement a relationship marketing strategy.

Relationship marketing is a strategy designed to foster customer loyalty, interaction and long-

term engagement. This customer relationship management (CRM) approach focuses more oncustomer retention than customer acquisition.

Relationship marketing is designed to develop strong connections with customers by providing

them with information directly suited to their needs and interests and by promoting opencommunication. This approach often results in increased word-of-mouth activity, repeat businessand a willingness on the customers part to provide information to the organization.

Relationship marketing contrasts with transactional marketing, an approach that focuses on

increasing the number of individual sales. Most organizations combine elements of bothrelationship and transaction marketing strategies.