The most effective negotiation tactic may also be one of the simplest: asking better questions. New research shows that open-ended questions can uncover valuable information and lead to better outcomes. Read more...
When preparing for a negotiation, people often concentrate on what they are going to say. They rehearse their arguments, organise their evidence and decide how they will respond if the other party pushes back.
However, research analysed with the help of artificial intelligence suggests that successful negotiation may depend just as much on what you ask.
After examining more than 60,000 conversational exchanges from hundreds of negotiations, researchers found a connection between open-ended questions and stronger outcomes. Negotiators who asked more of these questions achieved greater gains without reducing the value secured by the other party.
In other words, asking better questions can help you perform better without requiring the other person to lose.
What Is an Open-Ended Question?
An open-ended question invites someone to explain rather than provide a simple yes or no.
For example, instead of asking:
“Is price the most important issue?”
You might ask:
“What is most important to you in this agreement?”
The first question encourages a brief confirmation or rejection. The second creates an opportunity to uncover priorities, concerns and possibilities that may not otherwise be discussed.
Other useful examples include:
What would a successful outcome look like for you?
How did you arrive at that position?
Which parts of the proposal matter most?
What concerns do you have about moving forward?
Where might there be room for flexibility?
What other options should we consider?
These questions are simple, but the answers can reveal information that changes the direction of the negotiation.
Why Questions Create Value
A negotiation is often approached as a contest in which both sides protect information and defend predetermined positions. However, this can prevent the parties from discovering opportunities that would benefit them both.
Imagine that one party is focused on price while the other is more concerned about timing, certainty, quality or an ongoing relationship. If neither side asks enough questions, they may remain locked in an argument over one number.
Open-ended questions help identify the interests beneath the stated positions. Once those interests are understood, the parties can explore trade-offs and alternative arrangements.
You may discover that something inexpensive for you to provide has considerable value to the other party. In return, they may be able to offer something that matters more to you.
Ask “What”, “How” and “Why”
Different types of open-ended questions can produce different kinds of information.
“What” questions
“What” questions are often a useful starting point because they are relatively neutral.
Questions such as “What are your main priorities?” or “What would need to change?” encourage the other person to share information without feeling challenged.
“How” questions
“How” questions help explore processes, possibilities and practical solutions.
Asking “How could we structure this differently?” moves the conversation towards problem-solving. These questions can help maintain a constructive tone, although the answers may sometimes be less detailed.
“Why” questions
“Why” questions can reveal important motivations and produce longer, more detailed responses. However, they need to be used carefully.
“Why won’t you accept this?” can sound accusatory, while “Can you help me understand why that condition is particularly important?” communicates genuine curiosity.
The language and tone of the question determine whether it encourages openness or defensiveness.
Prepare Questions in Advance
The researchers found that open-ended questions represented less than 10% of what most negotiators said during their conversations. This suggests that many people spend far more time presenting their own case than learning about the other side.
Before your next negotiation, prepare three to five open-ended questions. Consider what information would help you understand the other party’s:
Priorities
Limitations
Concerns
Alternatives
Decision-making process
Definition of a successful outcome
Preparing questions in advance makes it less likely that you will fall back into simply defending your own position when the pressure increases.
Listen to the Answers
Asking the question is only the beginning. The information becomes useful when you listen carefully and ask thoughtful follow-up questions.
Avoid using the other person’s answer as a pause while waiting to make your next argument. Listen for what they emphasise, what they avoid and where their priorities appear to differ from yours.
A response may reveal a new avenue for agreement, but only if you are sufficiently curious to recognise it.
The Takeaway
Effective negotiation is not simply about being more persuasive. It is about gathering the information needed to identify better possibilities.
Open-ended questions can reveal underlying interests, reduce assumptions and create opportunities for both parties. They require little preparation, take only seconds to ask and can significantly improve the quality of the conversation.
The next time you prepare for a negotiation, spend less time planning how to dominate the discussion and more time deciding what you genuinely need to learn.
The most valuable thing you bring to the table may not be your best argument. It may be your best question.
This article is an independently written summary of the research and ideas presented in “The Most Effective Negotiation Tactic, According to AI” by Matteo Di Stasi, Jordi Quoidbach and Alison Wood Brooks, published by Harvard Business Review on 17 September 2024. Read the original HBR article for the authors’ complete research, analysis and recommendations.
