Page 99 - TX_Marketing 2_M1_v2

Managing Emotions

In complicated negotiations sessions, it is important that you are able to manage and

prevent more problematic emotions that may arise in both you and the party with

whom you are negotiating. These problematic emotions might include:
Anger

Frustration

Annoyance
Anxiety

It's impossible to have a sympathetic audience of frustrated or angry people. When
people are angry and annoyed it is more difficult to communicate with them and few

beneficial agreements can be made. This is because difficult emotions, such as anger,

frustration, and annoyance, affect the part of the brain in which problem solving,
communicating, thinking creatively, and planning for the future occur. While it is

helpful to induce emotions that can further your case and develop empathy for your

position, it is as important to make sure that you work at managing problematic
emotions as well.

Properly framing information so that it doesn't cause another party to feel frustrated,
or framing information in a way that helps to calm a party (in the event they're

already mad) is important. Sometimes you have to discuss a topic with someone that

that person may not want to discuss. Sometimes we have to deliver bad news.
Ensuring that we are sensitive in our delivery will help prevent and manage

frustration and anger in others. Consider the same steps you would take to persuade
an audience with emotion. Could you do the same to prevent and manage

problematic emotions?

In our previous examples, we considered the term "lucrative" over the term

"beneficial" and the term "smartly" over the term "affordably" in an attempt to

generate a specific image and emotion.

TX Marketing II: Negotiation Techniques 98