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Creating value vs Claiming value during a negociation

✅ How to Create Value in a Negotiation and Win Together
✅ Creating Value

Create Value Instead of Claiming It

Negotiating is not an arm-wrestling match to see who pushes harder. It’s not a chess game where one wins and the other loses.

Negotiating is not an arm-wrestling match to see who pushes harder. It’s not a chess game where one wins and the other loses. At least, it shouldn’t be. When you walk into a conversation only thinking about what you can get, you miss the chance to build something you may not have even imagined.

Recently, a friend told me he was trying to renegotiate with his supplier. He went in with the idea of cutting costs, shaving a few euros here and there. But during the conversation, they realized they could adjust deadlines, share resources, and even collaborate on a new project that opened up another market. Neither had planned it, but instead of sticking to “I take, you lose,” they went for “What if…?”.

That’s creating value. It’s not about taking a bigger slice of the pie, but about making the pie bigger for everyone. Sometimes it’s as simple as truly listening to what the other party needs and stopping yourself from thinking your goal is to “win” at their expense. It’s not always easy. There are days when pressure, deadlines, or pride push us to close quickly and take what’s ours. But if you allow yourself to explore, even when it seems like there’s no room, you’ll discover solutions that weren’t on the table… and that only show up when you stop seeing negotiation as a battle.

Examples of How to Create Value in a Negotiation

Below, you’ll find some real-life and hypothetical situations that show how to shift from a “claiming” mindset to a “creating” one. We’ll start with simple cases to grasp the idea easily, and then move to more complex examples that demonstrate the true impact of this approach.

The Mindset Shift: From Zero-Sum to Win-Win

The fundamental difference between claiming and creating value lies in your approach:

  • Claiming mindset: “How can I get the most out of this deal?”
  • Creating mindset: “How can we both get more than we initially thought possible?”
  • Traditional approach: Focus on dividing existing resources
  • Value-creating approach: Focus on expanding the total value available

This shift requires patience, curiosity, and the willingness to explore possibilities beyond your initial position.

Key Strategies for Creating Value

  • Listen for underlying interests: What does the other party really need, beyond what they’re asking for?
  • Share information strategically: Reveal your priorities to help identify trade-off opportunities
  • Think beyond the obvious: Consider timing, payment terms, future opportunities, and non-monetary benefits
  • Ask “What if” questions: Explore creative alternatives that weren’t initially on the table
  • Look for complementary strengths: How can your capabilities enhance theirs and vice versa?
  • Consider the long-term relationship: Today’s negotiation is often the foundation for future collaborations

Common Barriers to Value Creation

Several factors can prevent negotiators from creating value:

  • Time pressure: Rushing to close deals prevents exploration of creative solutions
  • Competitive mindset: Viewing negotiation as a battle rather than a collaboration
  • Limited information sharing: Keeping cards too close to your chest
  • Fixed-pie thinking: Assuming resources are limited and can’t be expanded
  • Past experiences: Letting previous negative negotiations color your approach
  • Organizational pressure: Internal expectations that prioritize short-term gains

Recognizing these barriers is the first step to overcoming them and unlocking value-creating opportunities.

The Ripple Effects of Value Creation

When you successfully create value in negotiations, the benefits extend far beyond the immediate deal:

  • Stronger relationships: Partners are more likely to collaborate again when both parties benefit
  • Enhanced reputation: You become known as someone who finds creative solutions
  • Future opportunities: Value-creating negotiations often lead to unexpected new ventures
  • Organizational learning: Your approach can inspire others to adopt similar strategies
  • Market innovation: Collaborative negotiations can drive industry-wide improvements

Remember: the goal isn’t just to win this negotiation, but to build a foundation for continued success and collaboration.

Getting Started: Your Next Negotiation

Ready to apply value creation in your next negotiation? Here’s a practical framework:

  • Prepare differently: Research not just your position, but their likely interests and constraints
  • Start with questions: Begin by understanding their priorities before presenting your own
  • Map the possibilities: List all potential areas where value could be created or exchanged
  • Think in packages: Consider multiple issues together rather than negotiating item by item
  • Be patient: Value creation takes time and multiple rounds of discussion
  • Document everything: Keep track of creative ideas that emerge during the conversation

The shift from claiming to creating value isn’t just a negotiation tactic—it’s a fundamental approach to building better business relationships and achieving sustainable success.

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