When Negotiating, Win More with the "FLINCH FACTOR"



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By Troy Berg

When it comes to negotiating, many people say that a good, expressionless poker face is the toughest thing to beat. However, as a professional communications consultant, I’ve found the opposite to be true. When negotiating, my motto is simple: “He who flinches first, wins.”

Too childish, you say? Too theatrical? Perhaps, but don’t dismiss the theory before you’ve tested it out for yourself.

Picture this scenario: you’re in a small art boutique where you inquire about the price of a painting you’ve been admiring. The artist tells you $250. She studies you closely, and then hastily adds, “Plus an additional twenty-five dollars for framing.” Then, depending on your reaction, she might even add something like, “And we have these great packing cartons for only fifteen dollars…you’ll definitely need one of these too.”

Conversations like this occur daily over all kinds of products in all kinds of industries. They happen because superb negotiators understand the power of kinesics, the science and power of body language. When expert negotiators make you a proposal, they’re carefully gauging your physical reaction, searching for subtle hints and clues that will dictate their next move.

Picture the same scenario again, but this time upon hearing the artist’s first price of $250 let’s say you visibly flinch in shock and surprise. Do you think the artist’s next statement might be different than the first time?

If you said yes, I agree with you.

In any negotiation, shrewd bargainers never begin by offering you their minimum proposal terms. Instead, they’ll start by offering their “dream” terms; they’ll carefully study and evaluate your reaction and then adjust their terms accordingly.

Think of a few other examples:

• You’re buying a car and the dealer offers you a low-ball price for your trade-in
• You’re buying an expensive home theatre system and the salesperson starts listing extra costs such as taxes and a 5-year extended warranty
• You’re selling a home and the purchaser asks you the “throw in” the appliances

In each case, none of the individuals might initially believe you’re going to go for the deal; they’ve just thrown out the offer to gauge your reaction. If you don’t appear shocked or if they think for a moment that you’re considering their terms, they’ll start digging in to see how much they can win.

Which makes each situation perfect for flinching.

A well-timed flinch can bring dramatic results. In fact, students attending my communication and kinesics seminars are often surprised when they employ flinching as a bargaining tactic. One student reported that he watched a salesperson drop the price of a new SUV by $1,500, simply because of a flinch. Another student reported she received better terms on a mortgage from her banker because she paused momentarily and flinched before making a decision.

Here are some key points to remember about using the “flinch factor” during a negotiation:

• Remember to flinch in reaction to a negotiable term proposed by the other person. The other person might not be expecting to get what he asks for, but if you don’t show a negative reaction, you’re communicating that the term could be a possibility.
• Use a flinch to gain a concession. A well-timed flinch might make the other person immediately retract or adjust one of his proposed terms in your favour.
• Don’t underestimate the power of a telephone flinch. Even when you’re not face to face, gasping in surprise during the conversation can work just as well.

So while deadpan poker faces work for some negotiators, don’t be afraid to display your emotions once in a while. You never know what you might get out of the deal.

TROY BERG is a professional copywriter and a marketing and communications expert in Kelowna, B.C., Canada. His company, Odyssey Writing & Print Works, provides writing, graphic design, and marketing and communications consulting for clients throughout Canada and the United States.

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© Troy Berg

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