“Master negotiators know, leverage isn’t something you claim, it’s something you assess, build, and protect.” – Dr. Greg Williams, The Master Negotiator & Body Language Expert
“Increase Leverage Now – How to –
GREG and Gain Advice for More Negotiation Power”
Most negotiators don’t lose negotiations because they lack confidence. They lose because they misread leverage.
They assume it exists because they want it, or they fear it’s missing because the other party sounds decisive. But leverage is rarely something you announce; it’s something you assess, test, and expand.
That’s why I suggest you assess potential points of leverage and adopt a disciplined process to identify where power truly resides in a negotiation. Assess how it can shift, and what actions increase your influence before you ever make a major demand.
The following are five powerful leverage types I suggest negotiators master to enhance their negotiation skills.
1) Informational Leverage (Knowledge Asymmetry)
Informational leverage comes from what you know that the other party does not: facts, options, priorities, constraints, risks, and internal decision drivers.
This is leverage built on clarity, not volume.
Examples of informational leverage:
- Knowing the decision criteria behind “We need a better price.”
- Understanding real deadlines vs. strategic pressure language
- Recognizing hidden trade-offs the other side values more than money (e.g., reputation, risk reduction, speed, stability)
How to assess it:
If you’re asking more questions than they are, you’re probably building informational leverage. If you’re answering everything and they’re revealing nothing, you’re likely diluting your leverage.
2) Relational Leverage (Network Position)
Relational leverage comes from who you know and where you sit in the network around the deal. It’s not just rapport, it’s influence through access, credibility, and alternative pathways.
Relational leverage appears when:
- You can reach the stakeholder that they can’t.
- You have reference credibility they want to borrow.
- You can create internal alignment faster than the other party can resist.
How to assess it:
Ask: “Who becomes uncomfortable if I walk away?”
If multiple people need to explain the loss, your relational leverage is growing.
3) Structural Leverage (Transaction Position)
Structural leverage comes from how the deal is structured: terms, options, dependencies, switching costs, decision rules, and the transaction’s architecture.
This is where master negotiators separate themselves from “good communicators.”
Structural leverage includes:
- Having multiple suppliers or buyers available
- Strong walk-away readiness
- Conditional terms that protect you (i.e., if X, then Y)
- Reduced dependency on any single outcome
How to assess it:
Ask yourself, if the deal collapses, who suffers more? If your downside is smaller than theirs, you have structural leverage.
4) Temporal Leverage (Time Pressure Asymmetry)
Temporal leverage comes from unequal time urgency. The party under more pressure tends to concede first, concede more, and justify concessions emotionally.
Time pressure often hides behind polite phrases like:
- “We just need this wrapped up.”
- “Let’s not overcomplicate it.”
- “We have leadership asking for an answer.”
How to assess it:
Observe what happens when you slow the pace:
- Do they speed up?
- Do they press harder?
- Do they become more flexible?
If yes, they may be negotiating under time pressure.
5) Psychological Leverage (Emotional Resilience)
Psychological leverage is your ability to remain composed while others become reactive. It’s not charisma, it’s emotional control under tension.
When you possess psychological leverage:
- You don’t chase approval
- You don’t flinch at resistance
- You don’t rush to fill silence
- You don’t over-explain
How to assess it:
The moment you feel rushed, insulted, or destabilized, ask: “What are they trying to trigger in me, and why?”
The negotiator who controls emotions controls outcomes.
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Leverage reveals itself through behavior. Once you can spot it, the next step is to intentionally increase it. That’s where GREG and GAIN expand your options and strengthen your position.
How GREG and GAIN Increase Leverage
The strongest leverage isn’t manufactured through intimidation. It’s built through strategy, perception management, and value creation.
That’s where GREG and GAIN become leverage multipliers.
What is GREG?
GREG stands for Greatest Recognition of Every Goal.
GREG increases leverage by sharpening your awareness of:
- Your goals (what success means)
- Their goals (what they truly need, not what they say)
- The unspoken forces shaping behavior (status, fear, control, image)
How GREG strengthens leverage types:
- Informational leverage: you ask smarter questions tied to real goals
- Psychological leverage: you don’t get baited off your objective
- Relational leverage: you uncover who benefits from alignment
Practical GREG trigger question:
“What outcome would make you feel this was a win months from now?”
What is GAIN?
GAIN stands for Greatest Area for Integrative Negotiation.
GAIN increases leverage by expanding what’s negotiable, so you’re not trapped in a single-point fight (sometimes price).
How GAIN strengthens leverage types:
- Structural leverage: more deal variables mean more ways to win
- Temporal leverage: you trade time for value instead of discounts
- Relational leverage: integrative offers build partnerships, not standoffs
Practical GAIN trigger phrase:
“If we could solve this challenge, what would you be willing to improve on that term?”
Reflection
Master negotiators don’t ask, do I have leverage? They ask:
- “Which leverage type is strongest right now?”
- “Which leverage type can I build quickly?”
- “What behavior signals my leverage is rising or collapsing?”
When you apply GREG, you stop negotiating blindly. When you apply GAIN, you stop negotiating narrowly. When you combine them, you stop hoping for leverage and instead start increasing it. And everything will be right with the world.
Remember, “You’re always negotiating!”
If this resonates with you, drop me a comment at Greg@TheMasterNegotiator.com
Listen to Dr. Greg’s podcast at https://megaphone.link/CSN6318246585
After reading this article, what are you thinking? I’d like to know. Reach me at Greg@TheMasterNegotiator.com
To see more of Dr. Greg’s “Negotiation and Body Language Tips,” click here https://www.themasternegotiator.com/blog
