Page 101 - TX_Marketing 2_M1_v2

The amygdala, a small, almond-shaped section of the brain, is responsible for our

"fight or flight" response system, as well as the production of very basic emotions,
such as anger. When we become frustrated, we receive very strong signals from this

portion of our brain that causes us to either prepare to "fight" in a situation or run.

If you know something in a particular session is probably going to annoy you, for

example, if you know that the other party is going to want to discuss a very important

term of a particular deal with which you disagree, then prepare for it. Try to really
prepare yourself mentally so that the physical effects of the emotion are limited. You

do not want to display the physical signs of anger while communicating with others.

If you become physically angered, then that will be the emotional cue onto which
your audience or fellow negotiators will latch and the production of persuasive

emotions in your audience will become limited or impossible.

If the feeling is unexpected, then management can be a little more difficult. In this

case, you should take preventative steps. If you are in the middle of very frustrating

or very intense negotiation sessions, then try to be in your peak mental condition.
Get plenty of rest, take a walk in the evenings, find an outlet for your daily

frustrations, such as journals or meditation, and try not to dwell on the day’s activities

as you fall asleep. Start fresh every day. If you are calm, well-rested, and alert, then
you will be less likely to give into the problems associated with minor daily setbacks.

It may seem cliché, but counting to ten really works for many people. This is because

once the initial flood from your amygdala passes, usually the initial drive for action

does as well. If you receive frustrating news give yourself a few seconds. Do not say
the first thing that comes to mind. If actual counting helps, then count.

TX Marketing II: Negotiation Techniques 100