By

Simon Hazeldine

In today’s fast-paced commercial world, negotiations are increasingly conducted through virtual channels rather than traditional face-to-face meetings. While certain stages of a negotiation may still occur in person, it is now common for substantial portions—or even the entirety—of a negotiation to take place via telephone, email, or other digital platforms such as Microsoft Teams, Zoom, WhatsApp, SMS, and instant messaging services.

The communication channel used in a negotiation significantly influences the dynamics of the interaction, the quality of communication, the development of trust, the level of cooperation or conflict, the clarity of information shared, and ultimately, the outcome of the negotiation.

This post is based on research conducted on virtual negotiation, with a focus on the challenges and best practices for negotiating via telephone and email, principles that can be applied to other digital mediums.

The Communication Challenge

Whether engaging in casual conversation or high-stakes negotiations, people rely on non-verbal information—referred to as “contextual cues”—to interpret meaning. Research suggests that words may account for only about 30% of communication, with the remaining 70% derived from non-verbal cues such as gestures, posture, facial expressions, and vocal tone.

Face-to-face communication is a “rich” medium, where all contextual cues are present. In contrast, telephone negotiations lose all visual cues, and email negotiations lack both visual and auditory cues, making them the “leanest” medium of all.

Noam Ebner, Assistant Professor at the Werner Institute for Negotiation and Dispute Resolution, notes:

“The communication channel through which negotiations are conducted is neither passive nor neutral. Any communication medium influences both ends of the communication loop, affecting what information negotiators share and how that information is conveyed, as well as how that information is received and interpreted. These effects are called ‘media effects’.”

Research on Virtual Negotiation

Numerous studies highlight the challenges associated with virtual negotiations:

• Telephone negotiations are prone to increased distrust, competition, and contentious behavior compared to face-to-face interactions
  
• Email negotiators tend to rely more on logical argumentation and factual presentations rather than emotional or personal appeals
  
• Email communication is more task-oriented and depersonalized than face-to-face interactions
  
• Written communication lacks nuance and important back-channel signals such as speech acknowledgments (“OK,” “Uh-huh,” or “Huh?”), increasing the risk of misunderstandings
  
• Digital communication reduces social presence, accountability, and inhibitions, leading to a higher likelihood of aggressive or impersonal behavior
  
• Email negotiators are more likely to distrust their counterparts and suspect deception, even when none has occurred
  
• Email communication is asynchronous, meaning responses are delayed and can be read out of order, increasing the chance of misinterpretation

Psychologists Nicholas Epley and Justin Kruger conducted a study comparing email and voice communication, finding that people mistakenly believe they can accurately interpret the tone of an email when, in reality, their understanding is no better than random chance:

“People in our study were convinced that they (had) accurately understood the tone of an email message when, in fact, their odds (were) no better than chance.”

Best Practices for Negotiating via Telephone / Audio

1. Build Rapport – Match the pace and tone of the other party’s voice to establish a connection
   
2. Set an Agenda – Send an agenda via email before the call to structure the discussion and guide the sequence of topics
   
3. Engage in Small Talk – Take time at the beginning and throughout the negotiation for light conversation to build trust
   
4. Listen Carefully – Without visual cues, listening attentively becomes critical; minimize distractions and focus entirely on the call
   
5. Clarify and Summarize Frequently – Ensure alignment by summarizing key points more often than you would in a face-to-face meeting
   
6. Control the Call – If the other party calls unexpectedly, ask to call them back so you can prepare and maintain control
   
7. Take Notes and Follow Up – Promptly document discussion points and send a summary email confirming the agreed-upon terms.

Best Practices for Negotiating via Email / Text Based Messages

1. Establish a Human Connection – Personalize emails by sharing a small amount of personal information to make yourself more relatable
   
2. Use Social Language – Begin with greetings such as “Hope you are well” and end with warm sign-offs like “Looking forward to working with you.”
   
3. Read Emails / Text Based Messages Twice Before Sending – Avoid sending reactive responses; if necessary, save drafts and revisit them before replying
   
4. Be Clear but Not Abrasive – Use concise language without being curt, as brevity can sometimes be misinterpreted as rudeness
   
5. Use Interest-Based Language – Emphasize cooperation, e.g., “I am very interested in securing a long-term working arrangement.”
   
6. Ask More Questions – Digital negotiations often involve fewer clarifying questions, leading to misunderstandings; counteract this by actively seeking clarification
   
7. Provide Emotional and Contextual Cues – Include statements about your expectations and feelings (e.g., “I was pleased with your proposal” or “I am concerned about the timeline”)
   
8. Summarize Agreements – Recap key points and explicitly request confirmation: “This is my understanding of what we have agreed upon. If this is incorrect, please let me know within 24 hours.”
   
9. Be Aware of Email Permanence – Assume that anything you send may be forwarded or archived indefinitely

Additional Strategies for Virtual Negotiation Success

• Mix Communication Channels – When possible, start with a video call to establish rapport before transitioning to email or messaging
  
• Use Video Conferencing – Tools like Zoom or Microsoft Teams (with cameras activated) help convey non-verbal cues, improving trust and clarity
  
• Recognize When to Switch Mediums – If misunderstandings arise, switch from email to a phone or video call to resolve issues more efficiently
  
• Manage Delays Proactively – Clearly state when you will respond to messages to prevent unnecessary anxiety or suspicion
  
• Avoid Multitasking – Research shows multitasking reduces listening ability by 53% and impairs decision-making. Stay fully engaged in the negotiation process
  
  

Conclusion

The shift toward virtual negotiations is unavoidable, but by recognizing the inherent challenges of telephone and email negotiations—and applying the right strategies—negotiators can optimize their effectiveness.

Successful virtual negotiators will:

• Thoroughly prepare before engaging
  
• Adapt their approach to the communication medium
  
• Actively build trust and rapport despite the lack of face-to-face interaction
  
• Use structured and clear communication to minimize misunderstandings
  
• Mix communication channels when necessary to ensure clarity and cooperation

By embracing these principles, negotiators can achieve successful outcomes in any medium.

Good luck and good negotiating!

Additional Resources

The Program on Negotiation at Harvard Law School provides some excellent resources on negotiation including:
“Make the Most of Online Negotiations”

My book “Virtual Negotiation Success” is available exclusively from Bookboon.

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About the author

Simon Hazeldine works internationally as a revenue growth and sales performance speaker, consultant, and coach. He empowers his clients to get more sales, more often with more margin.

He has spoken in over thirty countries and his client list includes some of the world’s largest and most successful companies.

Simon has a master’s degree in psychology, is the bestselling author of ten books that have been endorsed by a host of business leaders including multi-billionaire business legend Michael Dell and is co-founder of leading sales podcast “The Sales Chat Show”.

He is the creator of the neuroscience based “Brain Friendly Selling”® methodology.

Simon Hazeldine’s books:

• Neuro-Sell: How Neuroscience Can Power Your Sales Success
• Bare Knuckle Selling
• Bare Knuckle Negotiating
• Bare Knuckle Customer Service
• The Inner Winner
• How To Lead Your Sales Team – Virtually and in Person
• Virtual Selling Success
• How To Manage Your People’s Performance
• How To Create Effective Employee Development Plans
• Virtual Negotiation Success