One of the most vital skills for a Product Owner is negotiation. Whether you’re a seasoned Product Owner or just starting out, mastering negotiation can be the key to delivering maximum value. It’s a skill that you’ll use constantly — with developers, stakeholders, and leadership within your organization. Let’s dive into how negotiation plays a role in the life of a Product Owner and how you can become a master negotiator.
Why Negotiation Matters for Product Owners
As a Product Owner, your primary responsibility is to deliver value, even if you don’t have direct control over everything that influences it. Your ability to influence decisions hinges on your negotiation skills. You’ll need to navigate difficult conversations, especially when someone higher up in the organization, like the CEO, has a request that might not align with the product’s vision or overall strategy.
Negotiating with Developers: You need to balance the demands from stakeholders with the technical realities your developers face.
Negotiating with Stakeholders: Stakeholders often have different priorities, and you’ll need to ensure that the product delivers the most value while keeping them happy.
Negotiating with Leadership: Sometimes, leadership will have big ideas that might not align with your product strategy. You’ll need to tactfully handle these situations.
Personal Example: Negotiating with Leadership
Let’s say a CEO requests a new feature that doesn’t align with the product roadmap. As a Product Owner, you can’t simply say “no.” Instead, you’ll need to guide them to reconsider their request. By asking probing questions about the expected outcomes and value of the feature, you can often help the CEO realize on their own that it may not be the best decision. This technique allows you to avoid conflict while still protecting the integrity of the product.
Learning from the Experts: “Never Split the Difference”
A fantastic resource for learning negotiation is the book Never Split the Difference by Chris Voss, a former FBI hostage negotiator. Whether negotiating the release of hostages or bedtime with your kids, the principles remain the same. In both scenarios, the goal is to achieve your desired outcome without direct confrontation.
Voss emphasizes that negotiation isn’t just about getting what you want but about understanding the other person’s needs and desires. As a Product Owner, this is crucial. You need to dig into the “why” behind a request to truly understand what stakeholders want to achieve, and then guide them toward the best solution.
Key Takeaways from Chris Voss’ Techniques:
Active Listening: Make the other party feel heard and understood.
Tactical Empathy: Understand their emotions and show them you’re on their side.
Mirroring: Repeat their words to build rapport and encourage them to elaborate.
Labeling: Acknowledge their feelings without agreeing to their demands.
Calibrated Questions: Use questions that prompt deeper thinking without cornering them into a yes/no answer.
How to Negotiate as a Product Owner
As a Product Owner, you need to build your negotiation skills to manage expectations and deliver value effectively. Here are some techniques you can use:
1. Ask the Right Questions
When someone makes a request, your goal shouldn’t be to immediately decide whether it’s a good or bad idea. Instead, ask questions to understand the value of the request. What are they trying to achieve? What problem are they solving?
For example:
“What is the desired outcome of this feature?”
“How will this help the end-user?”
“What are the potential downsides of implementing this?”
These questions prompt stakeholders to think critically about their request and often lead them to reconsider without you having to directly say “no.”
2. Frame the Decision
If a request doesn’t make sense, frame the decision in a way that allows the requester to reach that conclusion themselves. You want them to say “no” rather than you having to reject the idea outright.
For instance:
If a stakeholder pushes for a new feature, guide them through a Lean Business Canvas or other decision-making framework to help them understand the bigger picture.
Instead of refusing a request from leadership, show them the data and analysis behind why the feature won’t deliver the value they expect. They may withdraw the request themselves once they see the full context.
3. Practice Tactical Patience
Sometimes, the best response is no response at all — at least initially. Patience can be a powerful negotiation tool. By giving stakeholders time to reflect on their requests, you might find that they reconsider their position without you needing to intervene.
Building Long-Term Negotiation Skills
Negotiation isn’t just about one-off interactions; it’s a skill you’ll use throughout your career. In our Professional Scrum Product Owner classes, we cover essential negotiation techniques. Although we don’t dive deeply into the topic (there’s only so much you can cover in two days!), we provide you with the foundation and resources to continue learning.
Practical Steps for Learning Negotiation:
Take a Professional Scrum Product Owner class: Gain the foundational skills you need as a Product Owner, including how to handle difficult conversations.
Learn from your experiences: After every negotiation, reflect on what went well and what you could improve.
Get a mentor or coach: If you’re struggling to improve your negotiation skills, consider getting help. My team at Naked Agility offers coaching and guidance for Product Owners at all levels.
Continue your education: Whether it’s taking additional classes, reading books like Never Split the Difference, or enrolling in online courses like those on MasterClass, continual learning is key.
The Importance of Negotiation in Maximizing Value
At the end of the day, your role as a Product Owner is to maximize the value of the product. This requires balancing competing demands and navigating tricky conversations with grace and tact. Mastering negotiation allows you to:
Influence decisions in your favor, even when you don’t have control.
Maintain strong relationships with stakeholders, developers, and leadership.
Ensure that the product delivers maximum value, avoiding unnecessary features and wasted time.
Personal Experience: Overcoming a Difficult Negotiation
I once worked with a Product Owner who had trouble saying no to stakeholders. This led to feature creep, overwork, and missed deadlines. After working with them on their negotiation skills, they were able to push back tactfully by framing discussions around value and guiding stakeholders to the right decisions. The result? A streamlined product backlog and more focused, high-impact work.
If you’re a Product Owner struggling with negotiation or just getting started, don’t wait. Develop these skills now to avoid being overwhelmed later. My team at Naked Agility can help you find the right training or coach to improve your negotiation skills. Check out the links in the description for more information!
📈💡 Remember: Negotiation is a skill that grows over time. The more you practice, the better you’ll become at delivering maximum value while maintaining strong relationships.
