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The Art of negotiation: Understanding the 4 types of negotiators

Negotiation is a complex process that involves understanding not only the needs and goals of all parties involved but also the psychology behind their behavior. Understanding these different types of negotiators and their behaviors can help in achieving successful negotiations.

In this context, there are 4 types of negotiators: Sensation Type, Intuition Type, Thought Type, and Sentiment Type. Each type has its own unique characteristics, strengths, and weaknesses.

1. Sensation type (Example: United States, Canada)
   • Focus on: Action, Achievement, Results
   • Orientation towards: The past, the present, the future
   • Sources of satisfaction: Speed of results
   • Strengths: Pragmatism, competitiveness, efficiency
   • Weaknesses: Domination, arrogance, aggressiveness
     
     
2. Intuition type (Example: France)
   • Emphasis on: Ideas, concepts, theories
   • Orientation towards: The future
   • Sources of satisfaction: Reflection and creativity
   • Strengths: Innovation, originality, imagination
   • Weaknesses: Irealism, dogmatism, abstraction
     
     
3. Thought type (Example: German-speaking countries, Japan)
   • Emphasis on: Logic, systematic analysis
   • Orientation towards: The past, the present, the future
   • Sources of satisfaction: The strict and organized application of the actions carried out
   • Strengths: Rationality, precision, rigor
   • Weaknesses: Prudence, coldness, classicism
     
     
4. Sentiment type (Example: Brazil, Argentina, Italy)
   • Focus on: Relationships, feelings, emotions
   • Orientation to: The past
   • Sources of satisfaction: The social climate and contact
   • Strengths: Spontaneity, understanding, tradition
   • Weaknesses: Impulsivity, subjectivity, guilt

“Cultural legacies are powerful forces. They have deep roots and long lives.“

Sonia Sotomayor

GO BEYOND THE ARTICLE
Explore the MBA Lab: a structured journey through self-awareness, cultural differences, communication and international negotiation.

EXPLORE THE MBA LAB

Inside the mind of a negotiator: Understanding irrational and voluntary behavior

The behavior of a negotiator can be both irrational and voluntary, consisting of several reactions. These reactions include:

• The parade: A show of force, such as a solemn declaration or fiery speech, intended to impress.
• Openly expressing anger or frustration: An explosion of aggressiveness where an inconvenience is supported and then rejected.
• The last stand: A well-studied irrational behavior that occurs in the last sequence of forming an agreement. It involves releasing a certain amount of bitterness.
• The need for secrecy: A concern for not divulging a disagreeable anecdote, such as seduction or dispute, in accordance with the ethics of the negotiator.

In order to be successful in negotiations, a negotiator should adopt the following behaviors:

• Avoid misunderstandings: Make an effort to give up and dissipate any misunderstandings.
• Study the sources of disagreement: Take the time to understand where disagreements are coming from.
• Give a solemn character to the negotiation: Show courtesy and respect, control anger, and avoid insults or humiliation.
• Leave an honorable way out: Provide support measures to allow for a graceful exit.
• Do not discuss conflict relationships: Avoid discussing topics such as “baroud” or “openly expressing anger or frustration.”

It’s important to note that while certain countries or cultures may have tendencies towards certain negotiation styles, individuals within those countries or cultures can still have their own unique negotiation styles. Additionally, negotiation styles can vary depending on the context and situation. It remains essential to approach each negotiation with an open mind and a willingness to adapt to the other party’s style.

In summary, Mastering the psychology of the negotiator

• There are 4 types of negotiators: Sensation, Intuition, Thought and Sentiment Type.
  
• Sensation type negotiators focus on action and results while Intuition type negotiators place emphasis on ideas and creativity.
  
  
• Thought type negotiators value logic and analysis while Sentiment type negotiators prioritize relationships and emotions.
  
  
• The behavior of a negotiator can be both irrational and voluntary, consisting of several reactions such as :
  • The parade,
  • Openly expressing anger or frustration,
  • The last stand
  • The need for secrecy.
    
    
• In order to be successful in negotiations, a negotiator should adopt behaviors such as avoiding misunderstandings, studying the sources of disagreement, giving a solemn character to the negotiation, leaving an honorable way out, and not discussing conflict relationships.

“Culture is the sum of all the forms of art, of love, and of thought, which, in the course of centuries, have enabled man to be less enslaved.”

Andre Malraux

GO FURTHER

• C. G. Jung — Psychological Types
  The foundational work behind sensation, intuition, thinking and feeling.
• Isabel Briggs Myers and Peter B. Myers — Gifts Differing: Understanding Personality Type
  A practical development of Jung’s psychological preferences.
• Roger Fisher, William Ury and Bruce Patton — Getting to Yes
  The landmark approach to interests, options and principled negotiation.
• Roger Fisher and Daniel Shapiro — Beyond Reason: Using Emotions as You Negotiate
  How emotions, identity and relationships influence negotiation.
• Program on Negotiation at Harvard Law School
  Research, articles and teaching resources on negotiation and conflict resolution.

BRING IT TO YOUR ORGANISATION
Turn these ideas into live decisions, negotiations and behavioural debriefs.

DISCOVER THE EXECUTIVE SIMULATION LAB

WHICH NEGOTIATOR ARE YOU FACING?

Four negotiators. Four different ways of thinking. Can you identify them?

Copy the prompt below into ChatGPT, Gemini, Copilot, Claude or Mistral.

Create a short interactive quiz entitled “WHICH NEGOTIATOR ARE YOU FACING?”
Ask the following four questions one at a time. Wait for my answer before revealing the correct answer with a brief explanation. Never reveal future answers.
QUESTION 1
Your counterpart wants immediate results, short deadlines and concrete achievements. Which type are you facing?
A. Sensation
B. Intuition
C. Thinking
D. Feeling
Correct answer: A. Sensation negotiators focus on action, efficiency and visible results.
QUESTION 2
Your counterpart explores future possibilities, original concepts and unconventional solutions. Which type fits best?
A. Sensation
B. Intuition
C. Thinking
D. Feeling
Correct answer: B. Intuition negotiators value ideas, creativity and future possibilities.
QUESTION 3
Your counterpart asks for precise evidence, a systematic process and logically consistent terms. Which type fits best?
A. Sensation
B. Intuition
C. Thinking
D. Feeling
Correct answer: C. Thinking negotiators value logic, precision and rigorous analysis.
QUESTION 4
Your counterpart is primarily concerned with trust, personal relationships and the emotional impact of the agreement. Which type fits best?
A. Sensation
B. Intuition
C. Thinking
D. Feeling
Correct answer: D. Feeling negotiators value relationships, emotions and the social climate.
FINAL RESULT
4/4 — You can read the room
3/4 — Sharp negotiator
2/4 — Mixed signals
0–1/4 — Time to read the article again
Begin with Question 1 only.