If you negotiate, grasp that legitimacy holds enormous sway.
Legitimacy isn’t just a buzzword; it defines the fairness and suitability of any proposed course of action and directly shapes whether both sides choose to cooperate and compromise. What does this mean for your negotiations?
Consider a key account manager intent on pushing through a price increase. The current inflation rate hovers around 5%, yet this manager demands an 18% hike. The buyer, equipped with standard economic data, immediately finds this request outrageous. Such a stark discrepancy undermines the credibility of the proposal and weakens its acceptance.
When one party acts in a way that appears illegitimate—when demands come off as unfair, unreasonable, or unrealistic—several risks arise. The opposing side may label that party as untrustworthy or unreliable, a perception that can tarnish future dealings. The other side might feel forced into submission, leaving them with the bitter taste of coercion and putting future business at risk. Worse yet, the situation may spiral into a deadlock or spark an early escalation that derails the entire negotiation process.
So, how do you ensure your demands carry the stamp of legitimacy? Ask yourself a few key questions:
Do you back up your proposal with a robust context or background story?
Have you primed your counterpart to expect what you’re about to request?
Can you stand behind your demand confidently and defend it without compromising your core principles?
Grasp this concept fully, and you transform your negotiation outcomes. Embracing legitimacy builds trust and paves the way for long-term, collaborative relationships.
Martin Pilch 
