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The Power of TED: Transform Your Negotiations
A practical conversation with Fred Copestake on using TED questioning to uncover insight, deepen understanding, and steer negotiations more effectively.
What We Explored in This Episode
In this episode of The Negotiation Club Podcast, Philip Brown (Founder of The Negotiation Club) is joined by Fred Copestake, sales trainer and founder of Brindis, to explore the power of questioning in negotiation.
The conversation focuses on how the questions negotiators choose—particularly how they ask them—can shape the quality of information shared and the direction of the negotiation itself.
The TED Questioning Technique
Fred introduces a simple but highly effective questioning framework known as TED, which stands for:
These prompts encourage the other party to expand their thinking rather than defend a position. Instead of short or guarded answers, TED questions invite explanation, narrative, and context—often revealing information that would not surface through closed or leading questions.
Why TED Questions Work in Negotiation
The episode explores why TED questions are particularly effective in negotiation settings. By giving the other party space to talk, negotiators gain insight into:
Fred shares practical examples of how TED questions have helped steer conversations away from surface-level exchanges and toward more meaningful dialogue.
Integrating TED Questions Naturally
Philip and Fred emphasise that effective questioning is not about scripting or interrogation. TED questions work best when they are woven naturally into conversation and paired with genuine listening.
Overuse or mechanical delivery can feel unnatural. The skill lies in choosing the right moment to invite expansion—and then resisting the urge to interrupt or jump to conclusions.
Turning Questioning into Practice
The episode reinforces a consistent message: listening alone is not enough. Questioning is a skill that improves through deliberate practice.
To practise TED questioning, focus on:
A dedicated Negotiation Card on “TED” has been created to help practitioners practise this technique intentionally. The card supports role-play and live practice, helping negotiators become more comfortable using open, exploratory questions under pressure.
Used consistently, TED questions sharpen understanding, reduce assumption, and improve decision-making throughout the negotiation process.
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By Philip BrownA practical conversation with Fred Copestake on using TED questioning to uncover insight, deepen understanding, and steer negotiations more effectively.
What We Explored in This Episode
In this episode of The Negotiation Club Podcast, Philip Brown (Founder of The Negotiation Club) is joined by Fred Copestake, sales trainer and founder of Brindis, to explore the power of questioning in negotiation.
The conversation focuses on how the questions negotiators choose—particularly how they ask them—can shape the quality of information shared and the direction of the negotiation itself.
The TED Questioning Technique
Fred introduces a simple but highly effective questioning framework known as TED, which stands for:
These prompts encourage the other party to expand their thinking rather than defend a position. Instead of short or guarded answers, TED questions invite explanation, narrative, and context—often revealing information that would not surface through closed or leading questions.
Why TED Questions Work in Negotiation
The episode explores why TED questions are particularly effective in negotiation settings. By giving the other party space to talk, negotiators gain insight into:
Fred shares practical examples of how TED questions have helped steer conversations away from surface-level exchanges and toward more meaningful dialogue.
Integrating TED Questions Naturally
Philip and Fred emphasise that effective questioning is not about scripting or interrogation. TED questions work best when they are woven naturally into conversation and paired with genuine listening.
Overuse or mechanical delivery can feel unnatural. The skill lies in choosing the right moment to invite expansion—and then resisting the urge to interrupt or jump to conclusions.
Turning Questioning into Practice
The episode reinforces a consistent message: listening alone is not enough. Questioning is a skill that improves through deliberate practice.
To practise TED questioning, focus on:
A dedicated Negotiation Card on “TED” has been created to help practitioners practise this technique intentionally. The card supports role-play and live practice, helping negotiators become more comfortable using open, exploratory questions under pressure.
Used consistently, TED questions sharpen understanding, reduce assumption, and improve decision-making throughout the negotiation process.