# Chris Voss — Full Negotiation Framework for Estate Agency

Source: "Never Split the Difference" by Chris Voss (FBI hostage negotiator)

Core argument: **Traditional negotiation advice is wrong.** Compromise and "meeting in the middle" is lazy. Great negotiators use psychology, empathy, and calibrated questions.

## Foundation: Negotiation Is Emotional

People make decisions based on emotion and justify them with logic afterwards. Trying to convince someone with facts rarely works.

## The Complete Toolkit

### 1. Tactical Empathy

The foundation of the entire system. Not sympathy — **tactical empathy** means understanding the other person's emotions, acknowledging them, and showing you see their perspective.

This makes the vendor/buyer feel safe. When they feel safe, they negotiate openly.

Phrases:
- "It sounds like you're frustrated."
- "It seems like this has been difficult."
- "It feels like you're worried about making the wrong decision."

### 2. Mirroring

Repeat the last 1–3 words someone said. This encourages them to elaborate.

Buyer: "I'm worried the price is too high."
Agent: "Too high?"

Simple but extremely powerful in negotiation. People naturally expand their reasoning.

### 3. Labelling

Name the other person's emotion to defuse it.

- "It seems like you're concerned about the timing."
- "It sounds like you feel pressured."
- "It seems like you're trying to avoid risk."

Once an emotion is recognised, it loses intensity.

### 4. The Power of "That's Right"

The biggest breakthrough in any negotiation:
1. Listen deeply
2. Label emotions
3. Summarise their position

> "You want to make sure you're not selling too cheaply and you also want certainty because you've already found the next house."

Vendor: "That's right."

Trust increases dramatically. **"That's right" = real agreement. "You're right" = dismissal.**

### 5. Calibrated Questions

Open questions starting with "How" and "What":

- "How am I supposed to do that?" (when asked to reduce fee)
- "What would make this work for you?"
- "How can we solve this together?"
- "What made you arrive at that figure?"

These force the other person to solve the problem. They avoid confrontation.

### 6. No-Oriented Questions

People feel safer saying no:
- Instead of: "Would you like to proceed?"
- Say: "Would it be a terrible idea to explore this further?"

### 7. The Accusation Audit

Before a negotiation, list all negative things the other side might think. Then say them first.

**For fee negotiation:**
> "You may feel like the fee is too much. You might think you could find a cheaper agent. And you might wonder whether the extra marketing really makes a difference."

When you say it first, it loses power.

**For price reduction:**
> "You're probably going to feel like I'm the bearer of bad news. And the last thing I want is for you to think I didn't fight for you."

### 8. Anchoring With Extreme Numbers

When negotiating price, an extreme first offer resets expectations.

Buyer offers £700k for a £900k property. Counter at £950k. Now the negotiation range shifts upward.

### 9. The Ackerman Model

Structured bargaining method:
1. Set your target price
2. Start at 65% of target
3. Increase in decreasing increments: 85%, 95%, 100%
4. Final offer includes a precise, non-round number (e.g. £487,250 not £487,000)
5. On the final amount, throw in a non-monetary item

The precise number signals "I've calculated this to my absolute limit."

**Estate agency application (buyer negotiation):**
- Vendor wants £500k
- Buyer's first offer: £425k
- Counter sequence: £490k → £480k → £475k
- Each counter-offer gets smaller, signalling the limit

### 10. Three Negotiation Tones

1. **Late-Night FM DJ Voice** — slow, calm, reassuring. Use to reduce tension and build trust.
2. **Positive Playful Voice** — friendly and warm. Use to build rapport.
3. **Direct Voice** — assertive but calm. Use sparingly.

## Practical Estate Agent Scripts

**Buyer offers £780k on a £850k property:**

Traditional: "That's too low."

Voss style:
> "It sounds like you're trying to make sure you don't overpay."
> [Pause]
> "What made you arrive at £780k?"

Now the buyer explains their reasoning. You gather intelligence and guide the negotiation.

**Vendor resisting price reduction:**
> "It seems like you feel the property is worth more."
> [Label the emotion]
> "What would need to happen for you to feel comfortable adjusting the guide price?"

## Core Principles

- People care about: **Autonomy, Respect, Being Heard**
- Listening is more powerful than talking
- "No" creates safety — encourage it
- Aim for "That's right", not "You're right"
- The best negotiators speak the least