Is it better to be a tough negotiator or take a softer stance during down economic times? Answer: There are times to be tough and times to soften it up.

The best strategy is usually to find some middle ground. But no matter what side of the fence you’re closest to, it’s essential to incorporate these six tactics:

Remove the negative filter

Sometimes salespeople and prospects negotiate through a negative filter. They’re suspicious of what’s being said and skeptical of others’ motives — feeling that someone’s trying to get the better of them. Too often this results in negotiations breaking down and ending without a sale.

Understand everyone’s objectives

Try to enter every negotiation with a clear sense of your own objectives and an understanding of your prospect’s as well. If you enter a negotiation with the attitude that you’re going to work with (not against) a prospect, your chances of success increase substantially.

Be flexible

As situations change, negotiation strategies may have to be adjusted. Negotiation isn’t a science or a war. It’s an interaction between a salesperson and a prospect. Economic conditions can impact the negotiation process, but they never change one basic premise — the result of any negotiation must benefit both parties. Staying flexible can save you from being trapped in a position that may cost you the sale.

Prepare, prepare, prepare

Preparation is the only aspect of negotiation over which you have complete control. If you’re not completely prepared for a negotiation, you put yourself behind the eight ball.

Do as much research as you can about not only what you’re selling, but the prospect, his or her business, the economy’s impact on the prospect’s industry, etc. Knowledge is the best assurance that you’ll be able to support your arguments, prevent surprises and come across as a top sales pro.

Set goals

It’s important to go into a negotiation with a clear sense of what the goals are you want to accomplish. Then determine which ones you’re not willing to budge on and which ones you’re willing to compromise.

Setting clear objectives before the negotiating process begins will help you make sound, disciplined decisions. If you don’t have clear objectives and the discipline to stick to them, it’s easy to bend under pressure — especially in today’s economy.

Focus on building trust

When negotiators trust each other, they share information more openly and honestly. They are more motivated to search for creative solutions by looking into alternatives and trade-offs that would benefit them both.

A successful negotiation is not about winning or looking for ways you can maximize your gains alone. It’s about seeking a way to harmonize your interests with the other parties involved. The first thing good negotiators do is find common ground and work from there.

Differences are not ignored. They are recognized and managed, but they should never be a driving force in the negotiation.

Adapted from “Done Deal: Insights from Interviews with the World’s Best Negotiators” by Dr. Michael Benolie

Tags: customer focus, economy, John Graham, negotiations, Neogiating, Trust