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How can you use storytelling to build a connection when negotiating?

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Negotiating can be challenging, especially when you have to deal with different perspectives, interests, and emotions. How can you create a positive rapport and influence the other party to reach a mutually beneficial outcome? One powerful technique is storytelling. In this article, you will learn how to use storytelling to build a connection when negotiating, and why it works.

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Philippe PERRIN

Enseignant / Formateur

1 What is storytelling?

Storytelling is the art of using narratives to communicate a message, convey a meaning, or evoke an emotion. Stories can be personal, factual, fictional, or a combination of these. They can be told verbally, visually, or in writing. Storytelling can help you capture the attention, interest, and empathy of your audience, as well as persuade them to take action or change their mind.

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Philippe PERRIN

Enseignant / Formateur
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Le storytelling lors de la négociation permet de créer un lien émotionnel avec l'interlocuteur en partageant des histoires personnelles ou des anecdotes pertinentes. Cela aide à humaniser la discussion, à susciter l'empathie et à établir la confiance. Les histoires bien choisies peuvent illustrer des points clés, clarifier des positions complexes et rendre les arguments plus convaincants. De plus, le storytelling peut faciliter la compréhension mutuelle et favoriser un climat de collaboration, ce qui est essentiel pour parvenir à un accord satisfaisant pour les deux parties.

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2 Why storytelling works in negotiation

Storytelling works in negotiation because it appeals to both the rational and emotional sides of the human brain. Stories can help you explain your situation, goals, and values in a clear and compelling way, while also showing your authenticity, vulnerability, and humaneness. Stories can also help you understand the other party's perspective, needs, and motivations, and find common ground or shared values. By using stories, you can create a sense of trust, rapport, and cooperation, which are essential for successful negotiation.

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Aljaz Gaber

Assistant Professor at the University of Ljubljana with expertise in protein and data analysis
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Storytelling is great because it not only conveys facts, but also has an emotional component. If well structured and well delivered, it can be extremely efficient to make your point less abstract and more relatable. Stories include actual people or events, which helps the other side to understand the importance of an argument you are trying to present.

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3 How to choose a story for negotiation

When selecting a story for negotiation, you should consider the context, audience, message, and outcome. The context should include the situation, problem, or opportunity you are negotiating about, as well as the main issues, interests, and goals involved. Additionally, you should think about the background, personality, and preferences of the audience you are negotiating with. Furthermore, it is important to consider the message you want to communicate and the outcome you want to achieve with your story. You may want to persuade or influence the other party with key points or arguments, or evoke certain emotions. Ultimately, it is essential to choose a story that is relevant, appropriate, and effective for your purpose and audience.

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4 How to structure a story for negotiation

Crafting a story for negotiation requires a simple and clear framework that captures the attention, interest, and emotion of the other party. Start with a hook that grabs their attention and makes them curious to hear more. Then, provide some context for your story by explaining who, what, when, where, and why. Introduce the main challenge, conflict, or dilemma that your story revolves around and how it affects you or others. Show how you or others overcome the challenge and highlight the lessons learned or benefits gained. Finally, finish your story with a clear and compelling request that will benefit both parties. Use emotions, dialogues, and actions to make your story vivid, relatable, engaging, realistic, satisfying, memorable, persuasive, and influential.

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5 How to deliver a story for negotiation

When delivering a story for negotiation, it's important to be confident, expressive, and authentic. To enhance your storytelling skills, practice your story several times until you feel comfortable and confident. During the negotiation, be flexible and adjust the story according to the situation, the mood, and the goal. Use eye contact, gestures, and facial expressions to connect with the other party and show your emotions. Additionally, use your voice, tone, and pace to emphasize your points and create interest. Ask questions, make comments, and use humor to involve the other party in an interactive way.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you use storytelling to build a connection when negotiating?

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1 What is storytelling?

2 Why storytelling works in negotiation

3 How to choose a story for negotiation

4 How to structure a story for negotiation

5 How to deliver a story for negotiation

6 Here’s what else to consider

Interpersonal Skills

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How can you use storytelling to build a connection when negotiating?

1

2

3

4

5

6

1 What is storytelling?

2 Why storytelling works in negotiation

3 How to choose a story for negotiation

4 How to structure a story for negotiation

5 How to deliver a story for negotiation

6 Here’s what else to consider

Interpersonal Skills

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