Mediators have to pitch their services based on the usefulness of the intervention and its prospect of success.

Educating potential clients about our process, our standards of conduct, and the intrinsic value of collaboration is crucial to further the field, but if this explanation does not meet the interests of consumers, people in a dispute won’t agree to participate in mediation.

So what motivates parties in conflict to accept mediation?

1. Success: people in conflict are likely to choose mediation if the possible gains or outcome are more favorable than the results of continuing the conflict.
2. Finding a Resolution: if disputants are hopeful that this process will help them reach a settlement, they are likely to opt for mediation. Third-party engagements are likely to be sought-out after the conflict has escalated and parties have been unable to resolve the conflict independently.
3. Avoiding Further Harm and Reducing Costs: a conflict is often said to be ripe for mediation when both parties are unwilling to invest additional resources in the fight and both are suffering from the continuation of the dispute.  Mediation is accepted, if rejecting it might cause greater harm.
4. Maintaining Control:  most people fear losing control over the outcome of the conflict. People want to know that mediation will reduce the risk of making concessions or having to settle and they certainly don’t want to be forced to agree to something that does not fit their needs.
5. Protecting one's Image: being involved in a conflict can be destructive on many levels and parties are more likely to opt for mediation if doing so is perceived as restoring or improving their reputation as they move towards a peaceful resolution.

As important as impartiality is to the mediation process, for parties in conflict it figures quite low on their priority list.  What may be more important when offering mediation services is to emphasize that engaging in a participatory problem-solving process can improve disputants' chances of reaching a favorable outcome and creates more sustainable agreements; that mediation is more cost-effective then litigation or violence; that the process empowers participants to find solutions that meet everyone’s need; and that trying mediation can have a positive impact on how others perceive your role in the conflict.