EN 
ES As a CEO, I've learned that negotiation is a crucial skill—not just for business owners and entrepreneurs, but for anyone, in any situation in life.
One of the best books I’ve read on this topic is Never Fear to Negotiate: 7 Principles to Achieve Results by Pablo M Linzoain.
A practical, effective guide to negotiation based on seven fundamental principles.
The first principle we need to understand is the principle of need.
The principle of need highlights that for a negotiation to succeed, it’s essential to identify what the other party truly wants.
What genuinely matters to them? What are their objectives and priorities?
Only when we understand the answers to these questions can we find a solution and ultimately reach a deal.
But how can we identify the other party’s needs?
Active Listening: Instead of speaking constantly, we should carefully listen to what the other person is saying. Pay attention to their words and tone of voice.
Open Questions: Asking open questions is an excellent way to gain valuable insights into what the other person wants. Unlike closed questions that require a simple yes or no, open questions encourage conversation and provide more information.
Observation: Sometimes, people don’t verbalise what they really want, so we need to look out for non-verbal cues. Notice their body language, facial expressions, and general behaviour.
Research: Conducting preliminary research about the other party before the negotiation is always beneficial. Look into their company, what’s said about them, and, through social media, observe how they express themselves.
The principle of need is key to successful negotiation. Identifying the other party’s needs may be challenging, but with these four strategies, you’ll be better prepared.
Remember, negotiation isn’t just about getting what you want but finding a solution that satisfies both parties.
In the hotel industry, the principle of need is equally important.
When guests arrive at a hotel, they bring their own needs and expectations. Whether they’re looking for a peaceful place to relax, a convenient base to explore the city, or simply a place to sleep, it’s essential for hotel staff to understand their needs.
For example, if a guest is interested in exploring the city, hotel staff could offer maps, suggest local attractions, and recommend restaurants. If a guest needs to work during their stay, staff could arrange meeting rooms or provide free Wi-Fi.
Understanding guest needs helps hotel staff deliver exceptional service and create memorable experiences.
Listening, asking questions, observing, and, where possible, conducting preliminary research are crucial for truly understanding what guests want and exceeding their expectations.
The hotel sector is constantly evolving, and in recent years, the pace of process digitalization has accelerated to ensure maximum safety and convenience for clients.
Negotiation is part of human nature, and identifying the other party’s needs is the first step in any successful negotiation.