Wikipedia says, “Anosognosia is a condition in which a person who suffers disability seems unaware of or denies the existence of his or her disability. This may include unawareness of quite dramatic impairments, such as blindness or paralysis.”
The description could be applied to a negotiator who fails to recognize what everyone else can see – their product or service has value to the buyer. In a recent account planning and negotiation review, a sales team came to us and basically said, “Our proposal for the customer provides $500,000,000 (yes, $500 million) worth of our product for $100,000. They haven’t signed yet. What should we do?”
This team was Anosognosiastic (if such a word exists). They failed to see what many others could, including the K&R reviewers. At a 99.8% discount the only thing left to do was wait. What they were unaware of or denied was that this situation was brought about by a complete failure to attribute any value to their product for the customer. If it had any value to the buyer, the deal would have been closed long ago – probably for more than the $100,000 price.
Don’t fail to see the simplest of your persuasive arguments, which is that what you provide has value. If you fail to see this, you may be suffering from Negotiation Anosognosia. (td)