WIN-WIN OR COMPETITIVE APPROACH?
Classic win-win approach or more competitive approach in negotiation. During the last few years I’ve seen many Procurement organizations debating between two “schools” of negotiation.
On one side, the classic win-win approach focused on creating value and building long-term relationships (Willian Ury & Roger Fischer).
On the other side, the more tactical and competitive approach, often inspired by former law-enforcement negotiators (Chris Voss or Matthias Schranner).
However, I believe there are some common misunderstandings.
- First, a win-win approach does not mean splitting the difference. The real goal is to expand the value in the negotiation process — to create a bigger “cake” so both parties can achieve what they truly need while maintaining the relationship.
- Second, a competitive or tactical approach does not mean ignoring relationships or emotions. In fact, emotional awareness and rapport are often the starting point for influencing the negotiation.
From my perspective, the question is not which method is better.
Different situations require different tools. A negotiation with a kidnapper and a negotiation with a supplier may both be bilateral negotiations, but the context, motivations, expectations, and emotional dynamics are completely different.
For this reason, the real strength lies in… combining approaches.
Personally, I try to first influence the emotional perception of the situation and build rapport. From that point, I move toward a rational and cooperative discussion to create value and achieve a true win-win outcome.
Negotiation is not about rigid frameworks. It is about analyzing the situation, understanding the other party, and choosing the approach that best fits the objectives.
So rather than arguing about which method is right or wrong.
The key is understanding when and how to use each tool. The real skill is not choosing a school of negotiation but knowing when and how to use the tools from each approach.
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