Why Is Ethos Important In Negotiation
Introduction – Situation Overview
A recent persuasion encounter I experienced was in the work place setting. In my current role, as an account executive, I manage the partnership relationships. This encounter highlights the multifaceted dynamics that occur in everyday settings.
The main issue involved my company trying to expand upon a current partnership to further develop and achieve revenue goals. I was faced with a situation that involved getting the two parties to come to an agreement. After acquiring the client, and accessing the agreement, I identified there was an opportunity for potential growth within the partnership. After recent developments, which led to a stoppage by Company A for using our product, it was my job to redevelop the relationship between the partner and my company. I started a dialogue by communicating by way of email as well as phone conversations. With business partnerships, capturing the time of the client can be one of the biggest challenges. Through the course of multiple points of outreach, the client was non-responsive on a consistent …show more content…
basis. After trying to reach the company’s Manager of Corporate Partnerships, she was initially unresponsive. However, the Manager agreed to review strategic goals and alignment opportunities between our companies.
In a one-on-one meeting, I was able to present analytics and a product roadmap. This meeting opened the door to the re-engagement process. This led to resuming previous marketing activities, and opened the door to an undiscovered opportunity within Company A. The Manager made an introduction to the Global Partnership team, for a new initiative within their organization. A conference call was established to discover the capabilities. The Director of the Global Partnership team proposed an initial offer that was inclusive of all brands within their portfolio. This was a viable option, however, it would not warrant our company’s revenue requirements for business partners. Alternatively, in order to reach our goal, I presented statistics to support consumer segments most likely to purchase our product. I countered by offering a plan that only included premier brands, opposed to their original offer, which was inclusive of all brands. After reviewing the counter offer with the client, we came to an agreement based on the terms that I had presented, which solidified our company’s goal of re-establishing a healthy and productive relationship.
During the course of this experience, it was initially a bit challenging. The lack of a timely level of responsiveness in the partnership was unfortunate. The process required patience while establishing trust and earning respect, which can be tougher to do without face-to-face communications. Identifying the Managers communication style helped me tailor my delivery and expectations accordingly.
It retrospect, managing through the situation was worth the end result. The partnership is on track to exceed results for the prior year, a mutually beneficial goal. We have established a solid foundation, and have the ability to drive a strategic path for long-term success.
Theoretical Connections
Ethos
The current case was a good example of why ethos is important in communication and negotiation.
According to the Harvard Business Review, “Ethos is your credibility, or the reason people should believe what you are saying.” (Edinger, 2013, para. 3) Ethos in communication is rooted by the philosopher Aristotle who stated, “We believe fair minded people to a greater extent and more quickly than we do others.” (Persuasive power: The Importance of Ethos, Pathos and Logos, 2013, para. 2). Establishing a level of professionalism and providing accurate, and valuable information was important in establishing credibility and developing the relationship. Years of reputable relationships within the partner community proved valuable in establishing and further developing this partnership. I was able to reference working relationships and successful partnerships in a similar industry to build on
credibility. Ethos is important because it establishes respect, trustworthiness, history and an emotional connection. Respect was established respect by providing prompt, professional responses to outstanding concerns. For example, there was a safety concern around confidential information and systems security. In order to address this, I coordinated a call with the Information Security team, to ensure our technical requirements met the required standards. The client appreciated that I solidified time with multiple individuals to address concerns, which had not been properly addressed in multiple emails, which expedited the process. Additionally, trustworthiness was established by retaining confidential information that could potentially be damaging. The Manager shared there were internal security challenges being addressed, which prompted the extra security concerns. It later become public, but explained the heightened security measures and lack of engagement and responsiveness. The company had time sensitive challenges to address that took priority for the team. There were a variety of instances that I delivered on operational requirements, that were non-revenue producing but strategically necessary. Once the safety concerns were behind us the conversations began to open up and cover a much broader spectrum. I had now established a history of going above and beyond, and the driving force as the partner liaison. Collectively, these things have begun to take the partnership to the next level. The bi-weekly calls that are now established no longer go straight to business, but rather start with genuine conversation around family and social activities.
Pathos
Equally important in the present case is the emotional connection or, Pathos, in communication and negotiation. According to the Harvard Business Review, Pathos is making an emotional connection, and giving the party receiving the communication a reason people believe why the information that is being delivered is important. (Edinger, 2013, para. 4) As respect and trust were built within our partnership, the emotional connection was strengthened. This connection is important because it helps to develop comfortability between the partners, which allowed the pathways of communication to open up more freely. Over the course of the relationship we found similar interests, such as golf. Having learned the Manager enjoyed golf, I extended an invitation to our annual event. In turn, the Manager and her company appreciated our invitation gratitude. The event further developed the repore between the two companies by providing valuable time for face-to-face relationship building, in less high stress environment. This event was a pivotal point with the client, and has created consistent dialog and opportunity to broaden the relationship.
Logos
In the existing case, Logos is a core component of communication and negation. Aristotle stated, “Persuasion occurs through the arguments when we show the truth or the apparent truth from whatever is persuasive in each case.” Clear, concise and logical arguments provide substance to the speaker’s message. (Persuasive power: The Importance of Ethos, Pathos and Logos, 2013) For instance, in my counter offer to the Director of Global Partnerships, I provided statistical data, which further identified points of interest and potential consumer profitability metrics. The data was compiled from consumer marketing case studies, to identify the people most likely to purchase our product. These case studies were helpful because they provided demographic information such as, household income, age range and other buying factors that supported discretionary income spent towards similar ancillary products and services. This was a good example of how providing additional evidence was beneficial in persuading the client.
Culture and its influence on evidence and persuasion Another influential persuasion factor that impacts business relationships is culture. There are five different orientations to resolving conflict. The five orientations are: competing or forcing; accommodating; avoiding; collaborating; and compromising (Sadri, 2013, p. 4). Companies with similar cultures may have more closely aligned initiatives, which makes collaborating easier. In this instance, both companies have overlapping cultures built on integrity, teamwork, providing the highest level of customer service, leading within the industry, and giving back to the community. Collaboration is a combination of assertiveness and cooperation, and is the only orientation considered to yield a win-win, where both parties end up getting what they want (Sadri, 2013, p. 4). In this particular instance, collaborating with their This case study is an example of collaboration and reciprocity. Our cultures worked well together, and the Director of Global partnerships had a very teamwork approach. Their company has a more relaxed nature, as opposed to a more typical corporate culture. He was flexible in finding a way to make this work, and support the true spirit of the partnership. By agreeing to the counter proposal, it allowed us to further collaborate and advance the partnership.
A recent persuasion encounter I experienced was in the work place setting. In my current role, as an account executive, I manage the partnership relationships. This encounter highlights the multifaceted dynamics that occur in everyday settings.
The main issue involved my company trying to expand upon a current partnership to further develop and achieve revenue goals. I was faced with a situation that involved getting the two parties to come to an agreement. After acquiring the client, and accessing the agreement, I identified there was an opportunity for potential growth within the partnership. After recent developments, which led to a stoppage by Company A for using our product, it was my job to redevelop the relationship between the partner and my company. I started a dialogue by communicating by way of email as well as phone conversations. With business partnerships, capturing the time of the client can be one of the biggest challenges. Through the course of multiple points of outreach, the client was non-responsive on a consistent …show more content…
basis. After trying to reach the company’s Manager of Corporate Partnerships, she was initially unresponsive. However, the Manager agreed to review strategic goals and alignment opportunities between our companies.
In a one-on-one meeting, I was able to present analytics and a product roadmap. This meeting opened the door to the re-engagement process. This led to resuming previous marketing activities, and opened the door to an undiscovered opportunity within Company A. The Manager made an introduction to the Global Partnership team, for a new initiative within their organization. A conference call was established to discover the capabilities. The Director of the Global Partnership team proposed an initial offer that was inclusive of all brands within their portfolio. This was a viable option, however, it would not warrant our company’s revenue requirements for business partners. Alternatively, in order to reach our goal, I presented statistics to support consumer segments most likely to purchase our product. I countered by offering a plan that only included premier brands, opposed to their original offer, which was inclusive of all brands. After reviewing the counter offer with the client, we came to an agreement based on the terms that I had presented, which solidified our company’s goal of re-establishing a healthy and productive relationship.
During the course of this experience, it was initially a bit challenging. The lack of a timely level of responsiveness in the partnership was unfortunate. The process required patience while establishing trust and earning respect, which can be tougher to do without face-to-face communications. Identifying the Managers communication style helped me tailor my delivery and expectations accordingly.
It retrospect, managing through the situation was worth the end result. The partnership is on track to exceed results for the prior year, a mutually beneficial goal. We have established a solid foundation, and have the ability to drive a strategic path for long-term success.
Theoretical Connections
Ethos
The current case was a good example of why ethos is important in communication and negotiation.
According to the Harvard Business Review, “Ethos is your credibility, or the reason people should believe what you are saying.” (Edinger, 2013, para. 3) Ethos in communication is rooted by the philosopher Aristotle who stated, “We believe fair minded people to a greater extent and more quickly than we do others.” (Persuasive power: The Importance of Ethos, Pathos and Logos, 2013, para. 2). Establishing a level of professionalism and providing accurate, and valuable information was important in establishing credibility and developing the relationship. Years of reputable relationships within the partner community proved valuable in establishing and further developing this partnership. I was able to reference working relationships and successful partnerships in a similar industry to build on
credibility. Ethos is important because it establishes respect, trustworthiness, history and an emotional connection. Respect was established respect by providing prompt, professional responses to outstanding concerns. For example, there was a safety concern around confidential information and systems security. In order to address this, I coordinated a call with the Information Security team, to ensure our technical requirements met the required standards. The client appreciated that I solidified time with multiple individuals to address concerns, which had not been properly addressed in multiple emails, which expedited the process. Additionally, trustworthiness was established by retaining confidential information that could potentially be damaging. The Manager shared there were internal security challenges being addressed, which prompted the extra security concerns. It later become public, but explained the heightened security measures and lack of engagement and responsiveness. The company had time sensitive challenges to address that took priority for the team. There were a variety of instances that I delivered on operational requirements, that were non-revenue producing but strategically necessary. Once the safety concerns were behind us the conversations began to open up and cover a much broader spectrum. I had now established a history of going above and beyond, and the driving force as the partner liaison. Collectively, these things have begun to take the partnership to the next level. The bi-weekly calls that are now established no longer go straight to business, but rather start with genuine conversation around family and social activities.
Pathos
Equally important in the present case is the emotional connection or, Pathos, in communication and negotiation. According to the Harvard Business Review, Pathos is making an emotional connection, and giving the party receiving the communication a reason people believe why the information that is being delivered is important. (Edinger, 2013, para. 4) As respect and trust were built within our partnership, the emotional connection was strengthened. This connection is important because it helps to develop comfortability between the partners, which allowed the pathways of communication to open up more freely. Over the course of the relationship we found similar interests, such as golf. Having learned the Manager enjoyed golf, I extended an invitation to our annual event. In turn, the Manager and her company appreciated our invitation gratitude. The event further developed the repore between the two companies by providing valuable time for face-to-face relationship building, in less high stress environment. This event was a pivotal point with the client, and has created consistent dialog and opportunity to broaden the relationship.
Logos
In the existing case, Logos is a core component of communication and negation. Aristotle stated, “Persuasion occurs through the arguments when we show the truth or the apparent truth from whatever is persuasive in each case.” Clear, concise and logical arguments provide substance to the speaker’s message. (Persuasive power: The Importance of Ethos, Pathos and Logos, 2013) For instance, in my counter offer to the Director of Global Partnerships, I provided statistical data, which further identified points of interest and potential consumer profitability metrics. The data was compiled from consumer marketing case studies, to identify the people most likely to purchase our product. These case studies were helpful because they provided demographic information such as, household income, age range and other buying factors that supported discretionary income spent towards similar ancillary products and services. This was a good example of how providing additional evidence was beneficial in persuading the client.
Culture and its influence on evidence and persuasion Another influential persuasion factor that impacts business relationships is culture. There are five different orientations to resolving conflict. The five orientations are: competing or forcing; accommodating; avoiding; collaborating; and compromising (Sadri, 2013, p. 4). Companies with similar cultures may have more closely aligned initiatives, which makes collaborating easier. In this instance, both companies have overlapping cultures built on integrity, teamwork, providing the highest level of customer service, leading within the industry, and giving back to the community. Collaboration is a combination of assertiveness and cooperation, and is the only orientation considered to yield a win-win, where both parties end up getting what they want (Sadri, 2013, p. 4). In this particular instance, collaborating with their This case study is an example of collaboration and reciprocity. Our cultures worked well together, and the Director of Global partnerships had a very teamwork approach. Their company has a more relaxed nature, as opposed to a more typical corporate culture. He was flexible in finding a way to make this work, and support the true spirit of the partnership. By agreeing to the counter proposal, it allowed us to further collaborate and advance the partnership.