The Dual Concern Model

The Dual Concern Model isn't just a theoretical framework; it's a hands-on guide for navigating the complex world of negotiation.  

By focusing on the importance of both our outcomes and theirs, it helps us craft strategies that are both effective and adaptable.  

Equally important, it provides insights into how we can encourage the other party to care about our outcomes and foster collaboration and problem-solving. 

 Key Variables of the Dual Concern Model 

1. Concern for OUR Outcome: This dimension measures our priority on achieving our goals. A high concern means we're focused on securing our best possible result. 
2. Concern for THEIR Outcome: This dimension gauges how much we care about the other party's success. Several factors can influence this, such as:  

- The significance of our relationship with them. 

- Our dependence on them for achieving our own goals. 

- A belief in the fairness of them achieving a good outcome. 

- Their greater power and ability to impose outcomes on us. 

A high concern for their outcome drives us to help them achieve the best result. 

Negotiation Approaches within the Dual Concern Model 

The model identifies five main negotiation approaches based on varying levels of concern for both parties' outcomes: 

1: Problem-solving (High concern for both outcomes): This approach emphasizes cooperation and assertiveness, aiming for win-win solutions that satisfy both parties. Here, we leverage Value Creation Best Practices, such as: 

• Separating People from the Problem: Be soft with the people and hard with the problem. 
• Generating Options for Mutual Gain: Brainstorm a wide range of possibilities before deciding on specific solutions. 
• Using Objective Criteria: Base decisions on fair standards, ensuring both parties agree on the legitimacy of the criteria used. 

2: Compromising (Moderate concern for both outcomes): This middle-ground approach involves both parties making concessions, and balancing assertiveness and cooperation. Here, Value Claiming Best Practices come into play, emphasizing the importance of fairness and balance. 

3: Yielding (Low concern for our outcome, high concern for theirs): We accommodate the other party’s needs, often at our own expense, to maintain relationships, avoid conflict, or because our interests are less significant. This can be useful in situations where the relationship is more important than the outcome. 

4: Dominating (High concern for our outcome, low concern for theirs): This competitive approach focuses on imposing our will, using tactics like high demands and minimal concessions. While sometimes necessary, exploring the other party's interests to find common ground can help avoid unnecessary conflict. 

5: Avoiding (Low concern for both outcomes): We delay or avoid negotiation, sometimes leading to unresolved issues. This approach can be strategic when the negotiation is not worth the effort or when more time is needed to gather information. 

Application in Negotiation 

Understanding the Dual Concern Model helps us tailor our strategies effectively.

But here's where it gets provocative: we can also influence the other party to care more about our outcome and adopt a Problem-Solving approach.

Here’s how: 

• Enhance Relationship Importance: Emphasize long-term benefits and the value of a good relationship. 
• Increase Their Dependence: Highlight mutual benefits and potential tradeoffs. Understand the underlying interests of the other party to find mutually beneficial solutions. 
• Appeal to Their Values: Demonstrate fairness and equity. 
• Boost Our Power: Strengthen your negotiation position with a strong fallback alternative (BATNA). 
• Communicate Effectively: Ensure clear and open communication to avoid misunderstandings and build trust. 

Conclusion:    The Dual Concern Model isn't just a tool; it's a comprehensive strategy for mastering negotiation dynamics. It helps us develop tactics that consider both our interests and those of others, ensuring we adapt to the specific context and challenges of each negotiation. 

By understanding and influencing the other party’s concerns, we can steer them toward cooperation and mutual benefit. This model emphasizes the importance of thorough preparation, clear communication, and a confident mindset. 

Combined with these practices, the Dual Concern Model equips us with the tools to shape outcomes and drive success in every negotiation scenario. It's not just about knowing the theory—it's about using it to achieve practical, effective, and lasting results.