People are not particularly fond of losing. Everyone loves a success and it is essential for us all to be on the winning side. As a matter of fact, it is vital for individuals to be on the winning side that research signifies that normally we have a pretty an insightful approach to overcoming likely risks.

In an area of study known as Prospect Theory, Kahneman and Tversky looked into the likely anomalies and contradictions in individual habits. They identified that research individuals when offered an alternative introduced in one way might present cautious behaviour but when given essentially the same solution formulated in another way the same research subjects might display risk seeking methods.

An important result of the analysis performed by Kahneman and Tversky is that they found that people's behaviour towards risks related to prospective gains are often very unlike their behaviour when it comes to risks associated with probable losses.

For instance, when people are given an option between getting $1000 with confidence or getting a 50% chance for getting $2500, they may well select the certain $1000 rather than the uncertain possibility of getting $2500 even though the mathematical expectation of the uncertain option is $2500. This is a completely sensible mindset that is referred to as risk aversion.

But Kahneman and Tversky also found that the same individuals when confronted with a definite loss of $1000 as opposed to a 50% chance of no loss or a definite loss of $2500 do frequently select the risky option. This is called risk seeking behaviour.

Exactly what this means for you in terms of your business negotiation or negotiation training is the fact that it is wise to explain to your counterparts the things they bear to lose when they do not move in the direction that you are recommending. It is definitely a good idea to notify your counterparts the things they stand to achieve by shifting in your direction but the strength of your stance will be improved if you could increase the benefits the particular things that they are going to fall short on if they do not shift in your direction.

This kind of loss framing is strongest if it is coupled with the Scarcity concept of influence which states that we assign much more worth to those things which are less obtainable. We should therefore concentrate on those things that are specifically associated with our own suggestions and in addition to pointing out the advantages associated with going in our direction we should always also point out the particular, unique things that our counterpart might stand to forfeit when they don't move in our direction.

Making use of negotiation skills such as loss framing to your benefit is an excellent method which you could use the concept of losing to support you to win.

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