The Invisible Game

Chapter 10From the Buyer's Playbook: Time, Uncertainty, Fear, and Silence

The context of a negotiation exists independently of the actors. Framing is how each actor tries to influence that context. By placing emphasis on certain aspects and setting the priorities, the framer establishes how each actor understands the context. The framer also imposes limits on their leeway to operate within it. These frames can range from classical nudges to a complete rewriting of the rules or reshaping of the playing field.

Buyers use several techniques – such as time, uncertainty, fear, and silence – to ensure that negotiations take place on their home field with their ground rules. In some cases, they will try to rewrite those ground rules by reframing the entire negotiation. Part II concludes with a peek into the buyer's playbook to show you how these techniques work and how you can withstand them and neutralize their advantages. Sellers need to reject these frames and, if possible, attempt to impose their own.

How buyers play with time and timing

Time can be an especially dangerous influence. Buyers gain a considerable advantage by controlling it: deadlines, meeting length, start and end times, for example. People tend to underestimate the extent to which time messes not only with our heads but can even shake our core beliefs.

Let's take a brief timeout for a quiz. Imagine that someone is in a small city for a meeting and is rushing to get to the destination, because they are late for ...