David E. Fleming and Jon M. Hawes
Purpose: Salespeople must be able to effectively negotiate in order to create mutually beneficial relationships with
clients. The negotiation process (especially when distributive in nature) can create relationship challenges. knowing
about distributive and integrative negotiation concepts is fundamental to success. Being able to engage in adaptive
negotiations by changing styles between distributive and integrative behaviors based on the situation faced is even
more critical. This paper describes a teaching method focused around the Adaptive Negotiation Scorecard. The
application of this practitioner tool in the sales curriculum can help students learn how to size up a negotiation
situation and then engage in the more appropriate style.
Method/Design: The use of The Negotiations Scorecard within the sales curriculum is detailed and an application of
this tool intended to enhance student learning of adaptive negotiations is described. The assessment results
presented were collected using a pre-test/post-test design with students and showed that substantial learning
occurred. The pedagogy in this study was applied in both professional selling courses (42 students) and business
negotiation courses (34 students).
Results: The use of the Adaptive Negotiations Scorecard enhanced student understanding of negotiations in both
courses and significantly improved performance in the business negotiations course.
Value to Marketing Educators: This paper shows how to easily transfer a negotiation practitioner planning tool into
the marketing classroom and achieve improved learning outcomes.