Comunicação objetiva em negociações

Summary

In this interview, Norman, a partner at Baumann, an intelligence and corporate communication firm, discusses the evolving nature of negotiation and time management in high-level corporate settings. He emphasizes the importance of conciseness, clarity, and structured knowledge in presentations. With limited time for exposure, professionals must focus on being clear, convincing, and impactful. Norman highlights the challenge of managing time effectively, especially in large companies, and the shift from creativity to efficiency in modern business communication. He also explores how knowledge, structured with reflection, leads to more effective negotiations and decision-making.

Takeaways

• 😀 The importance of understanding and perceiving value in proposals is a critical aspect of any business negotiation, partnership, or sale.
• 😀 Time scarcity is a reality, especially in high-level business meetings, where people must maximize efficiency within short time frames to convey their messages effectively.
• 😀 Successful negotiations require conciseness. The ability to present critical information in just a few minutes can significantly impact the outcome of a discussion.
• 😀 The way time is managed during a presentation or negotiation directly influences the quality and effectiveness of the discussion. Efficiency is key.
• 😀 Presentations should focus on tangible benefits rather than detailed explanations of systems or processes. Being clear and concise helps hold the audience's attention.
• 😀 In business environments, particularly in high-level meetings, the focus is more on results and logic rather than aesthetics or elaborate presentations.
• 😀 When negotiating, it's essential to move from data and information to structured knowledge. This involves reflection, context, and interpretation to create real understanding.
• 😀 The concept of 'less is more' in communication often works better in corporate settings, where clarity and brevity are valued more than over-explaining or lengthy elaborations.
• 😀 The effectiveness of communication in business is largely driven by the ability to convince the audience logically and concisely, rather than relying on the emotional appeal of a beautiful presentation.
• 😀 A shift is happening in business where creativity and visual appeal are moving aside to make room for efficiency and results, particularly in industries like advertising and media.
• 😀 To enhance retention and understanding in a negotiation or presentation, presenting key points on a single page or summary format is far more effective than overloading with extensive data or lengthy reports.

Q & A

What does Norman highlight as crucial for successful proposals, partnerships, or product/service sales?

Norman emphasizes the understanding and perception of value as key factors in presenting proposals, partnerships, or sales. He stresses that these aspects are fundamental for any negotiation or business exchange.

How has the scarcity of time impacted corporate decision-making, according to Norman?

Norman discusses the scarcity of time at higher levels in large companies, where executives are given very limited time for presentations or meetings. For instance, the president of TAM views five minutes as an eternity, highlighting the need for concise and impactful communication.

What example does Norman give to illustrate the extreme time constraints in business meetings?

He shares an example from a meeting with Votorantim, where young professionals who had spent 18 months on a project were only given five minutes to present their results to the company's top executives.

What change in time management does Norman believe companies need to adopt?

Norman believes that time management in business should focus on making the most out of short time frames. Presentations and meetings must be efficient, focusing on impact and value within a limited period.

How does Norman suggest presenting a message when time is limited?

He advises starting with the conclusion and avoiding unnecessary details. Presenters should focus on the benefits and tangible impacts rather than diving into the technicalities or lengthy descriptions.

What does Norman say about the cultural shift towards conciseness in corporate communication?

Norman believes that a shift towards conciseness and simplicity is necessary in corporate communication. He mentions that when leaders impose strict time limits, it forces people to communicate more efficiently, leading to a cultural transformation in organizations.

What does Norman think is the difference between 'charm' and 'convincing' in negotiations?

He clarifies that while charm (or aesthetics) may be important in fields like fashion or car launches, in most business negotiations, it's logic and persuasion that matter. The focus should be on convincing others through structured, logical arguments.

What does Norman mean by 'knowledge' versus 'structured knowledge'?

Norman differentiates between basic knowledge, which is raw information, and structured knowledge, which is information that has been organized, contextualized, and interpreted to support decision-making or negotiation.

What is the role of 'reflection' in developing structured knowledge, according to Norman?

Norman highlights that reflection is crucial in transforming raw data into structured knowledge. Reflection helps individuals to analyze and interpret information, making it meaningful and actionable in decision-making.

How does Norman describe effective communication when presenting data or numbers?

Norman suggests that when presenting data, it's important to not just show raw numbers but also to provide conclusions and insights that help the audience understand the implications. He references the concept of 'takeaways' from the Whirlpool company, which helps convey the most important insights from data.