Trust is more than a buzzword in the negotiation world—it’s a catalyst for creating value and achieving favorable outcomes. In any negotiation, whether you’re closing a high-stakes business deal or resolving a conflict, trust can transform the dynamic from a transactional exchange into a long-term, fruitful relationship. A skilled negotiator understands that while power and strategy matter, trust is the bridge that ensures lasting success.
In this post, we will delve into the role of trust in negotiations, how it shapes the process, the impact it has on both competitive and collaborative negotiations, and strategies for building trust from the very first interaction.
Why Trust Is Fundamental in Negotiation
While many focus on power dynamics, leveraging alternatives, and driving hard bargains in business negotiations, trust often gets overlooked. Yet, trust is the invisible force that paves the way for transparency, open communication, and cooperation. Without it, even the most sophisticated negotiation strategies may falter.
Why does trust hold such power? The answer lies in human behavior. Negotiations are more than a battle of offers and counteroffers—they are human interactions shaped by perceptions, emotions, and relationships. Trust fosters openness, which allows both parties to share information, explore mutual interests, and collaborate effectively to reach an optimal solution.
In fact, trust often becomes the differentiator between short-term wins and long-term success. Parties who trust each other are more likely to engage in collaborative negotiation, creating win-win outcomes that maximize value for both sides. Conversely, a lack of trust leads to defensive behavior, where parties guard information and focus solely on maximizing their own gains, which can result in a suboptimal outcome for all.
The Research Behind First Impressions and Trust
First impressions matter—a lot. Dr. Alexander Todorov of Princeton University found that we make judgments about someone’s trustworthiness in as little as a tenth of a second. This snap judgment can shape how we view the other party for the rest of the negotiation. If that initial impression is positive, trust can grow. If negative, the other party may look for signs that confirm their distrust, regardless of how the negotiation unfolds.
This phenomenon, known as confirmation bias, is a powerful force in shaping negotiation outcomes. Therefore, making a strong first impression is crucial in setting the tone for a productive negotiation.
The Dual Role of Power and Trust in Negotiation
While trust is critical, power also plays a pivotal role in negotiation. A negotiator who combines power with trust can navigate the fine line between value creation and value claiming—a key dynamic in any successful negotiation.
In a purely competitive negotiation, power is often the primary driver. Parties with more power—whether it’s because they have better alternatives (BATNA), more resources, or critical information—tend to dominate the negotiation, extracting more value for themselves. However, this approach can damage long-term relationships. If the other party feels overpowered or taken advantage of, the deal may collapse, or future opportunities may be lost.
On the other hand, trust allows power to be wielded more effectively. When trust exists between parties, power is less likely to be seen as coercive or manipulative. Instead, trust enables both sides to be transparent about their needs, constraints, and goals, allowing for the creation of a solution that benefits both parties. Power without trust can lead to resentment, but power balanced with trust fosters collaboration and creativity.
At Impact Negotiation Group, we see that about 90% of negotiations remain competitive in nature. But we know that this competitive dynamic doesn’t have to exclude trust. The key is to harness the power of trust to shift the focus from merely claiming value to creating more value overall.
Building Trust from the First Interaction
Trust may take years to build in relationships, but in negotiation, it must be established quickly. You don’t have the luxury of long-term rapport-building in most negotiations, so creating a perception of trustworthiness from the outset is critical.
So, how do you make that all-important first impression? Let’s break it down:
1. Facial Expressions
Your facial expressions are often the first thing the other party will notice. A Duchenne smile, which engages both the eyes and mouth, signals warmth, authenticity, and openness. This type of smile is perceived as genuine, immediately putting the other party at ease.
On the other hand, neutral or closed facial expressions may be misinterpreted as disinterest or disapproval, setting the wrong tone for the negotiation.
2. Body Language
Body language speaks louder than words. Adopting an open posture—uncrossed arms, relaxed shoulders, and leaning slightly forward—communicates that you are receptive and willing to engage. Avoid defensive body language, such as crossing your arms or legs, which can signal disinterest or even hostility.
Mirroring the other party’s body language can also build rapport quickly. Research from the Journal of Nonverbal Behavior has shown that subtle mimicry of gestures or posture fosters a sense of connection and trust.
3. Timeliness
Being on time may seem basic, but it’s crucial. Punctuality demonstrates respect for the other party’s time and shows that you value the opportunity to engage. While being punctual doesn’t necessarily increase trust, being late almost certainly decreases it. Respect for time reflects respect for the relationship, a key pillar of trust.
4. Eye Contact
Maintaining eye contact is one of the simplest yet most effective ways to build trust. It signals confidence and sincerity, showing that you are fully present and engaged in the conversation. However, avoid overdoing it, as excessive eye contact can feel intimidating or overly intense. Aim for balanced, natural eye contact to show attentiveness and openness.
5. Appearance
How you present yourself matters. Dressing similarly to the other party, within the norms of your industry, can create a sense of alignment. In more casual industries, appearing too formal can make you seem disconnected from the culture. Conversely, in highly formal environments, underdressing can signal a lack of respect for the negotiation. Strike the right balance to project professionalism and trustworthiness.
Trust in Competitive Negotiation
Competitive negotiations don’t have to be cutthroat. In fact, trust plays a crucial role even in these high-stakes scenarios. In competitive environments, trust ensures that while both parties are vying for the best deal, they are doing so within the bounds of respect and fairness.
Consider these approaches for building trust in a competitive negotiation setting:
- Transparency: Being upfront about your goals and limitations can prevent misunderstandings later. Even in a competitive negotiation, transparency builds trust.
- Consistency: Following through on promises—big or small—is crucial. Trust erodes quickly when expectations aren’t met, even if they seem minor.
- Gratitude: A simple “thank you” goes a long way. Expressing gratitude for the other party’s time, effort, or flexibility can create goodwill and soften a competitive stance.
Collaborative Negotiation: Where Trust Shines
While trust is important in all negotiations, it truly shines in collaborative negotiations. Collaborative negotiation, or integrative negotiation, seeks to create value by expanding the pie—finding solutions that benefit both parties. Here, trust is essential because it allows for open communication, creativity, and problem-solving.
The Role of Trust in Value Creation
In a collaborative negotiation, trust enables parties to share information about their underlying interests, which helps them identify potential areas of mutual gain. When both sides trust each other, they are more likely to be honest about their priorities, constraints, and needs. This openness makes it easier to find creative solutions that satisfy both parties, often leading to deals that wouldn’t be possible in a purely competitive negotiation.
For example, in a business negotiation between a supplier and a retailer, the supplier might trust the retailer enough to disclose their cost constraints. In return, the retailer may share insights about their pricing strategy. This transparency could lead to a pricing agreement that benefits both parties, rather than a deadlocked negotiation focused solely on price.
Flexibility and Trust
When trust exists, both parties are more willing to be flexible. They are less concerned about being taken advantage of and more focused on finding a solution that works for everyone. This flexibility is key in collaborative negotiations, where rigid positions can stall progress.
Overcoming Trust Deficits
Even in the best of circumstances, trust can be fragile. A single misstep or misunderstanding can derail an otherwise promising negotiation. When trust has been damaged, whether through miscommunication, broken promises, or perceived bad faith, it’s critical to act quickly to repair it.
Here’s how to rebuild trust in a negotiation:
- Acknowledge the Issue: Don’t ignore the problem. Address it directly and openly, taking responsibility for any mistakes or missteps.
- Re-establish Clear Expectations: Once trust has been damaged, it’s important to clearly outline expectations for the rest of the negotiation. Both parties need to agree on the ground rules moving forward.
- Demonstrate Consistency Over Time: Rebuilding trust doesn’t happen overnight. Be consistent in your actions and communication over time to demonstrate that you are reliable and trustworthy.
Trust as the Foundation of Negotiation Success
Trust is more than a feeling—it’s a tool. It’s the foundation upon which successful negotiations are built. Whether you’re in a highly competitive environment or working collaboratively to create value, trust opens the door to better outcomes. From the moment you sit down at the negotiation table, your ability to build and maintain trust can set the tone for the entire process.
In a world where business is increasingly conducted over digital platforms and first impressions are made in milliseconds, mastering the art of creating and maintaining trust has never been more crucial. By focusing on trust-building strategies—through facial expressions, body language, transparency, and consistent action—you can ensure that your negotiations don’t just lead to deals, but to lasting partnerships.
Adrien-Joseph Le Clef 
