Six phases of negotiation (group 4)

English for Professional Purposes

Author
Affiliation

Ben Stanley

Department of Social Sciences, SWPS University

Published

September 1, 2026

Your task

For your assigned scenario, analyse each of the six negotiation phases:

  1. Identify 2-3 arguments each party would make at every phase
  2. Transform these arguments into diplomatic business English
  3. Consider how each party’s interests influence their approach
  4. Prepare to present your most challenging phase to the class

Remember to

  • Use the language examples provided for each phase
  • Balance both parties’ perspectives equally
  • Focus on win-win solutions
  • Maintain professional diplomatic language throughout

Scenario 4: International distribution agreement

Background

British Beverages Ltd has built a strong reputation over 30 years for their premium spirits and craft beers, becoming a household name in the UK through their commitment to traditional brewing methods and locally sourced ingredients. Despite their domestic success, they’ve watched competitors expand globally while they remained focused on the home market. Recent market research revealed that affluent consumers in Southeast Asia increasingly seek authentic British products, particularly in the premium alcohol segment where British heritage carries significant cachet. Asian Imports Co, established 15 years ago by a former Singaporean trade minister, has developed an extensive distribution network across Singapore, Malaysia, Thailand, Vietnam, and Indonesia, with strong relationships in both modern retail chains and traditional trade channels. They currently represent several European food and beverage brands but lack a distinctive British spirits portfolio. The timing appears ideal: Southeast Asian economies are experiencing rapid middle-class growth, luxury consumption is increasing, and trade agreements have recently reduced import tariffs on British goods. However, British Beverages worries about maintaining quality control and brand positioning in unfamiliar markets, while Asian Imports faces increasing competition from larger distributors and needs exclusive arrangements to justify their investment in marketing and market development. The negotiation could determine whether British Beverages successfully enters the Asian market or remains limited to their saturated domestic territory.

British Beverages Ltd

  • Established UK drinks manufacturer
  • No presence in Asian markets
  • Limited international experience
  • Premium product positioning
  • Concerned about brand protection

Asian Imports Co

  • Experienced regional distributor
  • Existing relationships with retailers
  • Represents several international brands
  • Knows local market conditions
  • Seeks exclusive arrangements

Key negotiation points

  • Distribution rights (exclusive vs non-exclusive)
  • Territory coverage
  • Sales targets
  • Marketing support
  • Pricing structure
  • Payment terms

The six phases of negotiation

Phase 1: Opening and agenda setting

  • Establish a positive tone: “I’m looking forward to our discussion today”
  • Set the framework: “I suggest we begin by outlining our key objectives”
  • Confirm the agenda: “Could we agree on the main points to cover today?”
  • Suggest timing: “Perhaps we could allocate 20 minutes to each main topic”
  • Express collaborative intent: “We’re hoping to find a solution that benefits both parties”

Phase 2: Information exchange

  • Use open questions: “Could you tell me more about your requirements?”
  • Show active listening: “If I understand correctly, your main concern is…”
  • Seek clarification: “I’m interested to know why that particular aspect is important to you”
  • Provide information clearly: “Our position on this matter is based on three key factors”
  • Use connective adverbials: “Additionally, we need to consider the timeline implications”

Phase 3: Bargaining and proposals

  • Make offers: “We would be willing to reduce the price if you increase the order volume”
  • Suggest alternatives: “Perhaps we could consider an alternative payment schedule”
  • Use conditional structures: “If you can commit to a three-year contract, we could offer preferential rates”
  • Express possibilities: “One approach might be to phase the implementation”
  • Signal flexibility: “We’re open to discussing various options regarding delivery terms”

Phase 4: Managing objections

  • Acknowledge concerns: “I understand your hesitation regarding the timeframe”
  • Seek to understand: “Could you explain which aspect of the proposal concerns you most?”
  • Respond constructively: “Let me address that concern by explaining our quality assurance process”
  • Offer reassurance: “We can certainly provide references from similar clients”
  • Suggest compromises: “What if we were to include quarterly review meetings at no additional cost?”

Phase 5: Reaching agreement

  • Summarise points of agreement: “So far, we’ve agreed on pricing, delivery schedule, and support terms”
  • Resolve remaining issues: “Regarding the payment terms, would net-30 be acceptable?”
  • Confirm details: “To confirm, we’ll deliver the first shipment by March 15th”
  • Check for completeness: “Are there any other aspects we should address before finalising?”
  • Express positive sentiment: “I believe we’ve found a solution that works well for both companies”

Phase 6: Confirming and concluding

  • Summarise the final agreement: “Let’s review what we’ve agreed upon today”
  • Outline next steps: “We’ll send the revised contract by Friday for your review”
  • Assign responsibilities: “Our legal team will prepare the documentation”
  • Set timelines: “We aim to begin implementation within two weeks of contract signing”
  • Express appreciation: “Thank you for your collaborative approach to these negotiations”

Useful diplomatic phrases

Making proposals

  • “We’d like to suggest…”
  • “What if we were to…”
  • “Have you considered…”
  • “One possibility might be…”
  • “We could explore the option of…”

Responding to proposals

  • “That’s an interesting suggestion…”
  • “We appreciate your proposal, however…”
  • “We see the value in that approach…”
  • “Perhaps we could modify that slightly…”
  • “We’d need to consider the implications of…”

Expressing disagreement diplomatically

  • “I see your point, although…”
  • “While we understand your position…”
  • “That’s one perspective, however…”
  • “We have some concerns about…”
  • “From our point of view…”

Finding middle ground

  • “Perhaps there’s a compromise…”
  • “What if we met halfway on…”
  • “Could we find a solution that addresses both…”
  • “Let’s explore what would work for both sides…”
  • “Is there a way to accommodate both our needs?”

Moving forward

  • “Shall we move on to discuss…”
  • “Now that we’ve agreed on…”
  • “The next point to consider is…”
  • “Building on what we’ve established…”
  • “Let’s turn our attention to…”