Reading Your Negotiation Counterpart: The 3 Types of Negotiators

One of the biggest mistakes people make in negotiations is not understanding the other person that you're dealing with in the negotiation, which leads to misunderstandings, stonewalls and missed opportunities.

But by the end of this video, I'm going to teach you how to read the other person and determine what their negotiation style is so that you can leverage that to your advantage and close the deal.

Hey everybody, and welcome back to my channel. I'm Doug Howard, and I'm a leadership coach and consultant. Here on this channel, I share weekly insights, tools, and stories to help you level up your leadership skills. If you find value in these videos, don't forget to hit that subscribe button and ring the bell to stay updated on all the latest episodes. By the way, if you enjoy this video, make sure you give it a thumbs up too.

The Most Common Mistake Made When Negotiating

Now, like I said at the beginning of this video, the most common mistake people make when negotiating is not understanding who they're dealing with and because of this, all of your logical points and your logical arguments fall on deaf ears because they don't resonate with the other person. This misunderstanding wastes your time and everyone else's time, and that leads to frustration and missed opportunities.

For instance, trying to push too hard with some people will backfire on you. On the other hand, if you're too soft with other people, it can destroy your credibility with them. Understanding the negotiation style of your counterpart is crucial for effective communication and successful outcomes during negotiation. Let's take a close look at the three main types of negotiation styles.

Negotiation Style #1 - Accommodating Negotiator

The first type is the accommodating negotiator. These people are people oriented. They're going to prioritize relationships and they're going to be concerned about the feelings of the other people involved in the negotiation. They're going to be very friendly and agreeable. They're often going to seek harmony and they're going to want to avoid conflict. These people are also very flexible and they're willing to make concessions to maintain goodwill.

Accommodating negotiators are also patient listeners. They're going to value listening over speaking. They're going to definitely listen more than they talk and they're going to encourage the other person to share their views.

When it comes to communication, they're very warm and engaging. They're going to use positive and supportive language to keep the dialogue open. They're also going to be very indirect. They're going to tend to avoid confrontation and they're going to prefer a more gentle approach versus a direct and assertive approach. At the same time, they're going to be very open to dialogue and they're going to encourage open communication and collaboration amongst all people involved in the negotiation.

Accommodators are going to be very relationship focused and they're going to be very easily influenced by cooperation and mutual benefit. They're also going to be very receptive to emotion. This type responds well to empathetic communication and emotional appeals. Like I said before, this type is going to avoid confrontation because they're very agreeable and friendly in nature. They're going to tend to agree with others to avoid disputes.

Now, some potential weaknesses and blind spots for accommodators. They tend to avoid conflict and they might be quick to concede and in the interest of maintaining harmony. They're often going to prioritize the relationship over the deal. So because of this, they might sacrifice their own interests, which puts them at risk of being taken advantage of. In fact, in many cases, they might not push for the best deal for themselves.

In the eyes of other people, they can sometimes be seen as pushovers. If they don't assert their own needs. They might have a tendency to overlook the importance of clear firm boundaries in negotiations too.

Negotiation Style #2 - Analyst Negotiator

The second type is the analyst negotiator. Analysts are very detail oriented. They're going to value data. They're going to value facts. They're going to value logic. They're going to be very methodical. They're going to prefer a structured and systematic approach to the negotiation and to the deal.

They're also going to be very cautious. They're going to make sure that they're taking the time to make decisions and they're going to be very risk averse.

One more characteristic about them, they're very independent. They like to work alone, and they like to rely on their own analysis. So this is the type that might spend two hours researching something on their own versus going to ask someone for the information that would only take them five minutes to get that information by having a conversation with someone.

When it comes to communication, they're going to be very precise and formal. They're going to use clear, concise, and technical language. They're also going to be very objective. They're going to be more focused on the content of the conversation rather than the emotional nuances of the conversation.

Obviously, this type is going to be very data driven. As an analyst, they're going to be preferring discussions supported by evidence and analysis versus subjective considerations.

When it comes to influence, they're going to be logic focused, and they're going to be more influenced by logical arguments and clear evidence versus subjective opinions. They're going to prefer written communication because that's documented. So they're going to, want written data and detailed proposals versus, a handshake and a napkin sketch type thing.

Because they're analysts, they like to take the time to process information so they're not going to like being rushed. They're not going to like pressure. They're not going to like making decisions on the spot either.

This type is very methodical and thorough, but they have a lot of weaknesses and blind spots at the same time. It starts because they take their time to make decisions, which can be perceived by the other person as them being slow or indecisive or unsure of themselves. Because in the moment, they don't like to make on the fly decisions and they don't like to show their hand. For the counterpart, it might look like this person doesn't seem sure of themselves, which hurts their credibility in the negotiation.

This isn't a weakness in reality. It's just a perception weakness because what's really going on here is they prefer to analyze all the information before proceeding. They like to consider every, if this, then that statement, in this proposal. But because of this, they may get bogged down in the details and they run themselves at risk of overanalyzing and delaying decisions.

A lot of times they have a tendency to miss the bigger picture, or they miss the emotional aspects of a negotiation. For argument's sake, they might have all the dollars and cents considerations, into account, or the quality control aspect of a deal taken into account, but they might not consider how does this deal impact other people involved in it? Does this change the quality of life for other people involved in this? Does this have a detrimental impact to someone's career? They're not really going to think about those types of things automatically on their own and less provoked.

Because of this, they can be seen as cold or they can be seen as they don't have feelings or like they're ignoring the human element to the negotiation. They might also struggle with situations that require quick on the spot decision making.

Negotiation Style #3 - Assertive Negotiator

The third type is the assertive negotiator. Assertive negotiators are goal oriented. They're very focused on achieving results and they're very focused on winning. These types are most likely to be very competitive too. They come off as very direct and as very confident. They communicate very openly and forcefully.

Like I said, they're going to be competitive, so they're going to enjoy challenges, and they're going to aim to dominate the negotiation.

They're also going to be a very quick decision maker. They're going to be very decisive and less concerned about the details. They're more concerned about getting it done versus getting it right in negotiations.

When it comes to communication, as you can imagine, assertive people are very clear and direct. They're going to use straightforward and unambiguous language. They also are going to tend to be very dominant in their communication style. They're going to tend to take control of the conversation. They're probably going to talk more than they listen. They also tend to be impatient. They're going to prefer quick solutions and quick resolutions and quick action being taken, which can make them dismissive of prolonged discussions that aren't action oriented.

They're motivated by clear goals and immediate results. So they're very results driven. They also come off, as far as their demeanor goes, they have a very confident appeal to them. They're going to respond well to confidence and assertiveness in other people around them.

Like all of the negotiation types, the assertive type has potential weaknesses and blind spots too. For starters, they tend to drive the conversation and they may dominate discussions. They keep things focused on their goals and they can be relentless at pursuing their goals, which in many cases can be a strength, but it definitely runs the risk of coming off as aggressive.

They're going to probably overlook the needs of the other people involved in the negotiation, which can be very intimidating or can alienate their counterparts who are less assertive than them. For example, if you can imagine an assertive person dealing with an analyst type, the analyst type is going to feel pressured to make a decision on the spot because they want a quick decision from them. Or the accommodating type is going to feel like they're being taken advantage of because they're not really getting the opportunity to express their concerns.

Focusing more on the assertive type, they have a tendency to damage relationships if they're too forceful in a negotiation. They might have a longstanding relationship with someone, but because they're getting impatient, it ends up ticking off their counterpart and it ends up screwing the deal and screwing up future deals with this person.

They're also going to be more likely to miss opportunities for creative win solutions because they tend to be narrowly focused on their own objectives.

Which Negotiation Type Are You?

Before I continue, I want you to take a moment to consider which negotiation type are you? Accommodating, analyst, or assertive? Which type matches how you naturally interact in negotiations. If you're struggling to decide, you can reflect on these questions.

Do you prioritize relationships over results? Do you rely heavily on data and facts in your decision making process? Are you direct and focused on achieving your goals quickly? How do you handle conflict? Do you avoid it? Do you analyze it or do you confront it head on? What is your primary goal in negotiations? Is it building relationships? Is it ensuring accuracy or is it winning?

Remember, you might not be one type 100% of the time. Your dominant type can vary depending on the situation and the people you're dealing with. The key is to understand your tendencies so that you can adapt your style to resonate with your counterpart.

Identifying Your Counterpart's Negotiation Style

Which brings me to the next part of this episode which is identifying your counterpart's negotiation style. To negotiate effectively, you need to recognize your counterparts negotiation style. Here are some tips and tools to help you identify which type they are.

If your counterpart is an accommodator, you wanna look for signs of friendliness and a focus on relationship building and a willingness to quickly agree with you. Notice if they prioritize relationship building and if they're keen on making others around them feel more comfortable.

Pay attention to their body language. Are they open? Are they relaxed? Are they engaged? Are they using inclusive and empathetic language to avoid conflict? They might say phrases like, let's find a way to make this work for both of us. Or they might say something like, I'm sure we can come to an agreement. Another thing to look out for is do they back down or compromise pretty easily or pretty quickly?

For the analyzer type, you wanna look for a focus on details and data, as well as a methodical approach to discussions. Take notice for things like if they ask a lot of detailed questions, or if they're requesting a lot of data from you to support your claims. Also pay attention to see if they take their time to respond. Are they taking the time to think through what you asked them before they respond? Pay attention to see if they prefer to avoid rushed decisions as well. Are they saying things like, I'm going to need some time to think about this or give me a moment, or I'm processing, these are the types of responses you're going to get from an analyst negotiator.

When they're communicating with you, they're also going to employ precise technical language, and they're going to request detailed information from you. They might say things like, can you provide me more data on this? Or I need some time to think this over.

When it comes to their body language, it's going to be more reserved with a focus on notes or data.

With the assertive negotiator, you want to watch for direct communication, high confidence, a focus on winning, and a tendency to dominate the conversation. They're most likely going to speak in a commanding tone with a heavy focus on goals and outcomes. Because they prefer quick resolutions, they're very quick to push back on you. They're often going to use phrases like, this is my final offer, or I need this done right away, or I need this done quickly.

Their body language is typically confident. They're going to maintain direct eye contact and their body language could possibly even come off as aggressive towards you.

Common Mistakes to Avoid By Negotiation Style

Once you've measured up the negotiation style for your counterpart, here's some common mistakes you want to avoid when negotiating with each type.

With accommodators, don't take advantage of their willingness to please. It might feel easy and you might have the tendency to want to do that because they're so accommodating. But if you do this too much or if you push too far, this is going to lead to resentment and it's going to damage the relationship with them. So you want to avoid being overly aggressive or overly confrontational because this is going to shut them down.

For example, if you push too hard on terms that are unfavorable to them, They might agree reluctantly, but they're going to harbor negative feelings that impact the future negotiation with them. So this means if you're an assertive type, you want to be cautious of this when you're dealing with an accommodator type

For analyzers, don't rush them and don't ignore their need for data. This can make them feel uncomfortable and it could make them not trust you either because for them, data is everything. So if you're not giving them data, they're going to feel like you're withholding the truth from them, or they're going to feel like you're trying to pull a fast one on them. So avoid being vague or unprepared because this is going to frustrate them and it's going to slow down the process.

So for example, if you present a proposal without sufficient data, they might stall the negotiation until they have more information but that's just going to result in delaying the deal for you. If you're an accommodating type, you want to be cautious about this because you're not very direct naturally as a communicator and, you rely on intuition and gut feeling. So you're going to want to over prepare when you're dealing with an analyst. For the assertive negotiator type, don't be too passive when you're dealing with them and don't fail to stand your ground either.

Now let's take a look at the mistakes you make when dealing with the assertive type. The best advice I can give you is don't be too passive when dealing with them, but don't fail to stand your ground either. If you don't stand your ground, this is going to make them look at you as weak and it's going to cause them to want to take advantage of you. Avoid backing down too easily, because this is just going to send a signal that you're not confident in your position.

For example, if you quickly concede on key points, they're just going to push even harder for more concessions from you, which is going to leave you with a less favorable deal.

How To Effectively Negotiate With Each Style

Finally, let's discuss how to effectively negotiate with each type.

For accommodators, the strategy is that you want to focus on building a strong relationship upfront. So be personable. Show appreciation for their willingness to collaborate. Make sure to assert your needs clearly and respectfully by allowing time for them to feel comfortable and secure.

You're going to want to slow play the relationship with a little bit of foreplay upfront and have casual conversations and whatnot, because this is going to make them feel comfortable with opening up with you and conceding things for you later on. So do whatever you can to frame the negotiation as a mutual effort for a win outcome.

For example, you want to say something like, I really appreciate how cooperative you've been or something like to make sure we both benefit can we agree on these terms? You want to use these inclusive language with them because that's going to really resonate with them.

Some additional tips. You want to use positive reinforcement with them and you want to acknowledge their efforts to keep their relationship strong.

Now let's talk about how to negotiate with the analyzer type. You want to be prepared with data and facts. In fact, over preparation is key when you're dealing with this type. But when you present all this data to them, give them time to process the information and make sure you avoid pressuring them for quick decisions. You want to use logical arguments and precise language when you're communicating with them and make sure you're patient.

For example, when delivering information, you could say, I've prepared a detailed report with all the data you requested. Let's review it together. After you've taken the time to review all this information here so that we can address any of your concerns.

Some additional considerations when you're dealing with the analyzer type. Make sure you allow for pauses in the conversation and make sure you give them space to think. Confirm their understanding and agreement before moving forward.

Last but not least, let's take a look at how you should handle negotiation with the assertive type. First and foremost, you want to be direct and confident. You want to stand your ground, and you want to state your goals clearly and confidently. Aim for quick, decisive agreements and avoid prolonged discussions. Be assertive in your responses and don't back down easily. Show respect for their determination, but also highlight the mutual benefits of reaching an agreement.

For example, you could say something like, I understand you want to move quickly on this. Here's a solution that benefits both of us and that meets our key objectives.

Whatever you do, keep the conversation focused and efficient. Use clear, concise language and be ready to justify your position with solid reasoning.

Understanding and adapting to your counterparts negotiation style is crucial for your success in negotiating with them. Make sure to take the time to recognize the type of negotiator you're dealing with so that you can avoid common mistakes and use effective strategies to achieve the best outcomes for you and both parties.

Now that you know how to identify and adapt to different negotiation styles, you might be wondering how to apply these strategies to any negotiation situation. If that sounds like you, then you should definitely check out my episode called How to Negotiate Anything, where I dive into versatile tactics that can help you succeed in any negotiation scenario.

check out my FREE pdf download - “OPTIMIZE ENGINEERING
TEAM EFFICIENCY”

Strategies to Dominate Productivity in Today's Shifting Landscape

Your company is tasking your team to produce more, with less - and you're struggling to figure out how to get it done.

Download this FREE handbook to gain insights into the 5
essential strategies engineering leaders and companies need to catapult your team's efficiency - even with limited resources!