In a negotiation, the counterpart who has the power is better able to positively leverage or improve their outcome. One of the fastest ways to gain power is to introduce competition into the negotiation. People who make their living by selling a product or service typically do not like it when a buyer tells them they have a different or lower bid from a competitor. It forces a sales person to really “sell” the benefits and value of their proposal. The buyer, on the other hand, loves competition to help improve their deal. When you go out to buy a car from a dealership, and you find the exact same car at three different dealerships, you will achieve a much better outcome by sharing information with one dealer about what the other dealers are willing to do to sell the car.
In the last three weeks, two of our clients have been acquired by larger companies or capital firms. In each case, during the finalization of a deal with the buyer, a second potential buyer entered into the negotiation with an offer to buy the company. The first bidder significantly improved their offer to finalize the deal and eliminate the second bidder from the deal.
Competition holds tremendous power for 3 reasons.
First, competition means you have possible options and outcomes. When you have multiple options, you tend to be less committed to only one option. In a negotiation, it is important to know that the side who is least committed to the negotiation holds the most power. This is true in business and it’s true in personal relationships as well. The best negotiations and relationships flourish when there is equal commitment to a win-win outcome.