How To Master the 'Either/Or' Negotiation Tactic.

The Either/Or Negotiation Tactic

The Either/Or tactic is a powerful negotiation approach where you present two or more proposals simultaneously, giving the other party a sense of choice and control while gathering valuable insights into their priorities. It is also known in academic literature as MESO – Multiple Equivalent Simultaneous Offers.

At The Negotiation Club, we use this tactic to help participants build flexibility and uncover hidden information through practice.

By packaging offers around different variables, you allow the other party to reveal what matters most to them – without directly asking.

The Science Behind Either/Or

Research shows that when people are presented with multiple equivalent options, they tend to respond by indicating a preference rather than rejecting outright. This creates a collaborative environment where both sides feel empowered.

Key Psychological Principles

Choice Architecture

Humans like having options. Offering multiple proposals reduces resistance and makes decision-making feel autonomous.

Information Discovery

Their choice signals which variables they value most, giving you critical data for future moves.

Anchoring Effect

By presenting your offers first, you anchor the discussion around your terms while still appearing flexible.

Loss Aversion

When two offers are on the table, rejecting both feels like a loss, so one is often chosen or adapted.

"Academic studies have found that MESO-style negotiations lead to better joint outcomes, higher satisfaction levels and improved relationships because they focus on COLLABORATION rather than CONFRONTATION."

How the Either/Or Tactic Works

The tactic is based on three key steps:

1. Preparation

• Identify three variables relevant to the negotiation (e.g., price, delivery time, support level).
• Assign point values or relative importance to each variable so you can create balanced packages.
• Develop two or three proposals that are equal in total value to you but vary in how value is distributed across the variables.

Example:

• Option A: Lower price, slower delivery, minimal support.
• Option B: Higher price, rapid delivery, premium support.

Both are equally beneficial to you, but each appeals to different priorities for the other party.

2. Presentation

Offer the proposals simultaneously, framing them as genuine alternatives.

Example language:

“We’ve explored a few ways we might work together. Here are two options that could work equally well from our side – which one feels closer to what you’re looking for?”

Encourage them to react, not just to the content, but to the structure. Their initial response is invaluable feedback.

3. Interpretation and Adaptation

• Carefully observe their verbal and non-verbal reactions.
• Use their preferences to craft a refined proposal that integrates the most appealing elements.
• This is where the tactic moves from discovery to deal-making.

Benefits of the Either/Or Tactic

Uncovers Hidden Priorities:

You learn what they value most without direct questioning.

Shows Flexibility:

Offering options signals collaboration and goodwill.

Reduces Rejection:

It’s easier for someone to choose than to reject.

Creates Negotiation Momentum

Discussions become about which deal, not whether there is a deal.

Protects Your Position

By designing equivalent offers, you never compromise your own value.

Potential Drawbacks of the Either/Or Tactic

Complexity in Preparation:

Requires time to balance variables and value correctly.

Risk of Confusion:

Too many variables or poorly explained options can overwhelm the other party.

Credibility Risk

If one offer seems far weaker, the other party may distrust your intentions.

Signals Too Much Information

In competitive negotiations, they may deduce your priorities from the proposals.

How to Mitigate these Risks:

• Keep the number of variables manageable (start with three).
• Use clear, simple language when presenting offers.
• Practise delivery to maintain confidence and consistency.

Skills Needed to Master the Technique

The Either/Or tactic requires a combination of technical and interpersonal skills:

1. Analytical Thinking

To structure balanced packages with equal value.

2. Framing & Communication

To present options clearly without overwhelming the other party.

3. Active Listening

To catch subtle clues about their true preferences.

4. Emotional Intelligence

To read body language and emotional reactions.

5. Adaptability

To refine offers dynamically during the negotiation.

6. Ethical Awareness

To ensure proposals are genuinely equivalent and maintain trust.

Practising the Either/Or Tactic

At The Negotiation Club, we focus on practice because theory alone is not enough. Here’s how we approach developing this skill:

Start Small

• Begin with two-variable scenarios and simple trade-offs.

Add Complexity

• Move to three-variable situations to challenge preparation and framing.

Use Observation

• Have observers track reactions to different proposals.

Feedback Loop

• After each round, discuss what worked and what could be improved.

We use our Negotiation Cards to simulate real-world negotiations. Each card represents a variable with a range of values, making it easy to design and test different packages.

The Either/Or Example Scenario

Imagine you are negotiating a contract for event catering. The three key variables are:

1. Cost per guest
2. Menu flexibility
3. Setup and cleanup services

You prepare two equivalent offers:

Option A: £25 per guest, fixed menu, basic setup only.

Option B: £30 per guest, custom menu, full setup and cleanup.

By seeing which option they prefer, you instantly learn whether budget, menu variety, or service level is their top priority.

Final Thoughts...

The Either/Or tactic is one of the most practical and effective ways to negotiate when multiple variables are at play. By offering two or more balanced proposals simultaneously, you:

• Gather hidden information.
• Reduce rejection.
• Maintain flexibility and control.

It takes skill, preparation, and above all practice to master. Join The Negotiation Club to experience this tactic in action and build the confidence to use it in real-world situations.

Club Members Feedback Assessment:

During the club meeting a formal "Feedback Assessment Script" helps identify within the zoom transcript the feedback.  We can then use this with our AI to summarise the feedback helping to keep a record of the club members progress.

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Script:

1. State your name.
2. State the name of the negotiator you were observing.
3. State the Technique being practiced and what you were specifically looking for.
4. Explain what you observed and your specific feedback.
5. Finally include a proposed "Level of Achievement" (Level 1, 2 or 3)

Each participant will be assessed on their ability to incorporate the designated tactic. Observers should use the following levels as a guideline: