Stories that connect: Storytelling in negotiations

Some time ago, I received a workshop request from an interest group in the healthcare sector that wanted to know more about storytelling in negotiations, among other things. Even though it seems logical, I hadn’t given much thought to special storytelling methods in negotiations until then. But the more I researched it, the more exciting I found it. As with other formats, storytelling in negotiations is a powerful technique that can be used to effectively convey information, build relationships and influence outcomes.

Why storytelling in negotiations? Emotional examples instead of hard facts

In negotiations, we also want to attract the attention and interest of our counterpart.That’s why it’s important that we present our arguments in a way that is memorable and not riddled with the curse of knowledge. Rather than purely data-driven facts we want them to also be perceived as likeable and helpful. Personal anecdotes, experience reports or case studies underpin your own proposals and help to create an emotional connection with your negotiating partner.

Storytelling also helps to humanize the entire negotiation process. In the end, it’s not just faceless parties sitting at the table, but real people who are basically pursuing the same goal.So if you manage to create a personal connection to the person opposite you through stories, they are much more willing to compromise and look for a joint solution, for example.

Game, set, match: strategic deployment for a positive outcome

Of course, it is desirable for a negotiation to be seen as the starting signal for a joint professional relationship. On the other hand, each party has specific ideas about what the future collaboration should look like and what is important to them. In order to achieve the desired result, the use of exemplary stories that demonstrate the benefits and positive consequences is therefore a good way of reaching a satisfactory agreement. Most of the stories we know have a happy ending. Exactly such a happy ending – i.e. the vision of where things could go together – should also be at the center of the story.

When is the right time to use storytelling in negotiations?

• If you want to create a common basis, stories about similar challenges help.
• Stories about positive negotiations with other parties can be used to make a point.
• If you are actually pursuing the same goal, you need stories about positive discourse in which both parties had the same goal.
• Building trust requires stories of how openness and confidence have paid off in previous meetings.
• To create an emotional connection, personal stories are recommended instead of abstract concepts.

How can storytelling be used in negotiations?

As with presentations or in sales, it is also important in negotiations to know the audience as well as possible in advance. Questions you can ask yourself here are: What does the other party already know about me and my starting position? What firm opinions or prejudices does my interlocutor have on the topic? Are there any commonalities or interfaces that I can use for my argumentation?

If I know my target group, I can think about what type of plot is best suited to my situation. Similar to Christopher Booker’s 7 Basic Plots, there are suitable stories for negotiations that can be used depending on the occasion of the conversation.

5 examples for story types in negotiations

1. Problem-solving story: This story can be chosen if you want to show that there were similar problems in the past and how you were able to overcome them.

Example: Instead of continuing to work against each other and losing each other in legal disputes, the two fierce competitors Microsoft and Sun Microsystem decided to work together on creative solutions and thus achieved a better result that benefited both in the long term.

1. Compromise story: This plot shows how the willingness to compromise can lead to an agreement.

Example: Two other technology industry squabblers – Apple and Samsung – also spent more time arguing over patent rights than actually developing their product. At some point, they recognized the need to compromise and were then able to focus on their business model again.

1. Concession story: This anecdote illustrates the willingness to make concessions in order to reach an agreement.

Example: In a planned beverage deal between the two well-known brands McDonald’s and Cola-Cola each party initially insisted on their own positions. However, they realized that they would have to make concessions if they wanted to offer their customers the best possible experience.

1. Authority story: This narrative focuses on the demonstration of authority to make decisions.

Example: Walt Disney was looking for a financial partner for his ambitious project – his Disneyland theme park. The TV station ABC was interested, but the figures were against it. However, with his visionary approach and his firm belief in success, he was able to gain the TV station’s trust.

1. Expertise story: In this type of story, your own expert status is used to demonstrate knowledge and know-how for successful negotiations.

Example: In 1984, Nike was as an up-and-coming company. Michael Jordan was a young, talented sportsman who was interested in becoming a testimonial. However, he showed more interest in another brand. Consultant Rob Strasser used his many years of expertise to demonstrate the potential for the cooperation and convinced the professional athlete.

Little anecdotes like these are helpful in building trust in negotiations and creating a common ground. Even better are your own personal stories that you have in your repertoire. It is also important to link the story to a proposal and show how it supports the arguments put forward and benefits the other party.

Tips for storytelling in negotiations

To use stories successfully in negotiations, it helps to take the basic methods of storytelling to heart.

• Avoid the curse of knowledge: Tell stories as you would at the kitchen table
• Simple language: use concrete details, metaphors and analogies
• Hook, hold, payoff: add humor, suspense, surprises
• Audience as protagonists: Making negotiating partners part of the story
• Honest, authentic stories: No exaggerations, manipulations, untruths

In summary, it can be said that storytelling can be a valuable tool in negotiations. It helps to involve the other party in the story and thus captivate them, build relationships with the other party and steer the results in the desired direction.

Read Michaela’s article “Transparency takes courage: The anti-hero’s journey as a new chapter of the hero’s journey” to find out how to deal with a difficult corporate past in a communicatively transparent way