200086 Lecture 25: Marketing communication 25

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Using emotion effectively in negotiation involves understanding the emotions and feelings of the people you are negotiating with to project your influence. So you need high levels of intuition, and good influencing skills. For example, you and a strong competitor are pitching your services to the same client. You cannot offer a better service or a lower price than your competitor. However, your organization invests some of its profits in charitable projects. So, part of your negotiations include a presentation on how some income from the deal will be used to help your chosen charity. You use a storytelling approach, including real life examples of how your organization has benefited charities in the past, and highlight the projects that the income from this particular deal will help towards. Obviously, using emotion in negotiation can be risky, and you need to have a good understanding of the people you are negotiating with for it to be successful.

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