Face—social standing, dignity, honor—must be preserved for all parties in negotiation. Direct refusal causes loss of face; public defeat causes loss of face; being proven wrong causes loss of face. Skilled negotiators protect others’ face even while negotiating firmly. They provide face-saving explanations for concessions.
They create ways for opponents to adjust positions without appearing weak. They avoid public exposure of mistakes or weaknesses. Even in victory, they let opponents maintain dignity—a humiliated opponent becomes an enemy who may seek revenge.
This is not mere politeness but essential to making negotiation work. Face destruction poisons relationships; face preservation enables ongoing cooperation.
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