Planning for Negotiations March 14, 2012

Negotiation Motivators: The Iceberg Theory

Negotiation motivators is a term to describe what makes people want to negotiate. One way to apply this is through a theory of negotiation called “The Iceberg Theory.” It is obvious that people want money, goods, and services, but this theory contends that many things a person also needs remains unseen and unspoken, hidden like the underside of an iceberg.

Money, goods, and services are the tip of the iceberg. If you want power, you must understand and know how to gain access to and use the parts below the surface as well as the parts that show. It will be harder to reach a workable settlement if you fail to be aware of and satisfy the other parties’ unspoken needs.

Just like a real iceberg, what is under the surface can be even more powerful than what is above the water line.

Four hundred years ago, Sir Francis Bacon had this to say about power, persuasion, and wants: “If you would work any man, you must either know his nature and his fashions, and so lead him, or his ends and so persuade him, or his weaknesses and so awe him; of those have interest in him, and so govern him.”

Human beings have not changed much in four centuries and neither has power and its relationship to negotiation.

There are many hidden issues in every negotiation agenda, including:

  • People want to make their lives easier
  • They want others to think them competent
  • They want peace of mind
  • They want to be listened to
  • They want freedom of choice

These desires are powerful. The key to gaining power it so recognize that if we are to persuade anyone we must “pay them well”, not necessarily in terms of dollars, goods and services, but in satisfaction.

So when you are stepping into a negotiation scenario, be sure to think about the obvious negotiation motivators, and to inquire about the ones that are there, but you can't obviously see.

THE PROGRAM WAS GREAT! MY SEMINAR LEADER AND THE STRUCTURE OF THE COURSE KEPT ME CONSTANTLY STIMULATED. I NOW AM BETTER PREPARED TO GO INTO AN IMPORTANT NEGOTIATION MEETING AND STAY IN CONTROL, WHILE FINISHING THE MEETING SATISFIED.

Deanna D.
CASE MANAGER at THE JACKSON LABORATORY

IF YOU HAVE THE TRAINING BUDGET AND TWO DAYS TO SPARE, YOU'LL STRUGGLE TO FIND A PROGRAM MORE FAR-REACHING, ON-POINT, AND INSTANTLY IMPLEMENTABLE.

Jeff G.
BUSINESS DEVELOPMENT MANAGER at THE M.K. MORSE COMPANY

EXCELLENT COURSE, BRINGS MORE CONFIDENCE IN MY ABILITY TO NEGOTIATE. I THINK THIS COURSE IS A MUST FOR ALL EMPLOYEES WHO DEAL WITH CUSTOMERS.

John S.
CHIEF ENGINEERING MANAGER at EXXONMOBIL

THIS WAS VERY EFFECTIVE WITH A STRONG FOCUS ON BOTH-WIN NEGOTIATING.

Kathleen L.
SENIOR ANALYST at BLUE CROSS/BLUE SHIELD OF MICHIGAN

THE KARRASS CLASS WAS THE SINGLE BEST TRAINING CLASS/SEMINAR I HAVE EVER ATTENDED. EVERY TIME WE DID AN EXERCISE IT TAUGHT YOU WHAT TO DO DIFFERENTLY NEXT TIME. THANKS.

Kim C.
PROCUREMENT at AMERICAN EXPRESS

THIS PROGRAM HAS GREATLY INCREASED MY CONFIDENCE AND ABILITY TO NEGOTIATE FOR MYSELF AS WELL AS MY COMPANY.

LaDonna E.
SENIOR STRATEGIC BUYER at HALLMARK

THE NEGOTIATING CLASS WAS VERY INFORMATIVE. THE INSTRUCTOR PROVIDED AN INSPIRATIONAL MESSAGE THAT CAN BE APPLIED TO EVERYDAY LIFE.

Mary S.
INTERNATIONAL SOURCING at FMC TECHNOLOGIES

WE NEGOTIATE EVERY DAY OF OUR LIVES, BOTH PERSONALLY AND PROFESSIONALLY. THIS COURSE DEFINES THE PROCESS AND PROVIDES TECHNIQUES TO ACHIEVE SUCCESSFUL RESULTS.

Phillip H.
VICE PRESIDENT at GE

PRIOR TO THIS CLASS I FELT AS THOUGH I WAS GETTING EATEN ALIVE BY INTERNAL NEGOTIATIONS WITH SALES REPS. NOW I FEEL PREPARED TO CHALLENGE WHAT THEY ARE SAYING AND BET TO THEIR REAL NEEDS.

Steve Q.
PLANNER at HONEYWELL

MANY PEOPLE FAIL TO ACHIEVE THEIR POTENTIAL BECAUSE THEY DON’T SEE THE OPPORTUNITIES TO NEGOTIATE A WIN/WIN AGREEMENT WITH THEIR COLLEAGUES. THIS CLASS IS AN EYE OPENER TO THIS DYNAMIC..

Stuart B.
CONTRACTS MANAGER at HEWLETT-PACKARD
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