How do you use the perception of value to win negotiations? The way you do so will enhance or detract from your chances of winning the negotiation.
First, in the planning stage of your negotiation, give consideration to how value will be recognized and perceived. Do this for yourself and per how the other negotiator might do so. If you have a plan in place for how value will be interpreted, you will have gained insight as to how and when you’ll introduce and use it in the negotiation.
Since the perception of value is determined by several factors (i.e. what occurs prior to and after its introduction, the desire to possess the offering, what occurs if the opportunity to acquire it is loss, etc.), its introduction will have more or less appeal based on the timing of the introduction. Keep in mind that a proposal loses its appeal the further removed the desired acquisition is from the offering. Thus, the timing of such introduction must/should always be in the forefront of your mind.
Consider as an example the thoughts of an individual that became perplexed per a negotiation he was in:
He had gone the extra mile for her on numerous occasions in the past. That’s one reason why he was baffled when she didn’t accept his current offer. He thought, “If anything, this offer is more in her favor than mine, so why isn’t she eagerly accepting it? I’m being magnanimous.”
Such can be the source of consternation when assessing the perception of value and how one comes about perceiving it. To that point, in making an assessment, one has to be cautious about considering past deeds and relating them to the current situation. With the passage of time, a past good deed could become diminished in the eyes of the other negotiator.
To enhance the perception of value:
Understand the personality type of the person with whom you’re negotiating. Some negotiators will be very hard or easy to negotiate with. Based on your assessment of the type of individual, you should use different tactics (e.g. time to accept offer) to give your offerings the perception of enhanced or diminished value.
Consider the emotional perspectives you can invoke to increase the perception of value based on the physiology of the opposing negotiator. As an example, if the other negotiator is tired, worn down as the result of an exhausting negotiation, he’ll be more apt to accept your offer and/or make concessions simply due to the emotional state he may find himself in.
Use the perspective of intrinsic value to enrich the perception of your offering. Intrinsic value is unique to every individual. Thus, what has value to me may not have the same degree of value to you. To make an assessment per the perception that an offering has, ask how the opposing negotiator might see your offering fitting into her vision of the negotiation and/or how it might be used to enhance her environment once the negotiation has concluded (note: by seeking information in the form of ‘how the offer might be used after the negotiation has concluded’ you also send a subliminal message that your offering can be part of ‘a better outcome’ once we conclude the negotiation. Such subliminal messages can have a great impact on the flow of the negotiation.)
Since everyone does not perceive value from the same perspective, make sure you increase the perception of your offerings by presenting them when they’ll be perceived as having a heightened sense of their worth … and everything will be right with the world.
Remember, you’re always negotiating!