When asking for a raise or promotion, executives sometimes fail to use the negotation tools at their disposal. Brook Photo Studio/Veer

When Noah Hanft was general counsel and chief franchise officer of MasterCard Inc.,MA -0.21% he observed management colleagues deftly arrange deals for the big credit-card company.

Yet when it came to their own careers, some executives' negotiation skills seemed to vanish. Mr. Hanft says he once refused to promote a senior manager because his 20-minute monologue pushing for an executive role showed "he couldn't communicate well." In May, the 61-year-old Mr. Hanft took charge of the International Institute for Conflict Prevention and Resolution, which helps settle business disputes.

A surprising number of executives stumble in negotiating for job offers, pay raises or promotions, recruiters and coaches say. Some don't understand the best ways to reach agreement, while others simply feel uncomfortable advocating for themselves.

"When you negotiate for yourself, it can be quite emotional – and nerve-racking," says Deborah Kolb, a leadership consultant and coach for executive women whose book, "Negotiating at Work," appears in January.

Negotiation is a hot research topic, and such skills are increasingly seen as critical for closing the gender pay gap or boosting women into executive roles. One study cited in Dr. Kolb's next book, for instance, says women who act assertively in compensation negotiations are less likely to be hired and deemed good colleagues.

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