A successful negotiation requires a lot from the participants, from the agenda to personnel, from questions to be asked to techniques to be used, etc. Framing is among the most commonly used techniques that may increase the chance of closing the deal. Unfortunately, some professional buyers underuse this technique. Now it’s time to re-learn the technique.
In negotiation, framing is the way in which you describe your offer. For example, before offering a longer contract duration and simultaneously requesting a reduced price, the buyer identifies her offer as ‘a very beneficial deal for both companies’. Research by Max Bazerman, Margaret Neale, and Tom Magliozzi finds that people tend to resist compromises—and to declare impasse—that are framed as losses rather than gains. Suppose that a company offers a recruit a $20,000 increase over her current salary of $100,000. This offer same offer of $120,000 is more likely to appeal to her than an offer framed as a $30,000 decrease from her request of a $150,000 salary. Stressing what the other party would gain rather than lose is an important form of framing in negotiation.
Besides, framing can also be selective focus: In the beginning of the negotiation, you stress on vey few areas and do your best to draw supplier’s attention to these matters.