Rethinking Negotiation in Sales

KEY TAKEAWAYS:

• Customers aren’t adversaries—focus on win/win outcomes, not hostage-style negotiations, to build long-term relationships.

• A strong, value-packed business case, supported by your Champion and Economic Buyer, is more effective than negotiation tactics.

• Procurement teams default to price comparisons when value isn’t clear—differentiate your solution with a compelling business case.

Unpopular opinion:

If you are relying on your negotiation tactics from an FBI hostage negotiator, something is wrong. (Unless, of course, you are in a hostage negotiation).

A hostage taker is an adversary. Your customer is not.

A hostage taker has to win at all costs. You should be looking for a win/win with your customer.

A hostage taker hopes to never see you again. You hope you get to see your customers for many, many more years.

And most importantly: a hostage taker doesn't care about you at all, but you care deeply about your customer.

If, in every deal, you find yourself in a negotiation battle with your customers, you are doing it wrong. It shouldn't be like that. Sure, customers are likely to want to negotiate on terms and numbers, but your Champion should be working with you to navigate those engagements in a productive manner.

Procurement teams care about obtaining value for their business. If you don't give them the ability to understand what value you bring, they will be forced to default to the only comparison of value they have - your cheaper competitor's price.

Nobody can convince me that an accusation audit or speaking in a late-night FM DJ voice will help negotiations more than a solid, value-packed business case distributed by your Champion and sponsored by the Economic Buyer.

It may not be easy. And it may not be what salespeople want to hear. But, sometimes, the truth hurts… And do you really think that procurement execs haven't read 'Never Split the Difference'?

Don't get me wrong. Chris Voss is brilliant. If someone kidnaps my family and holds them hostage, then Voss will be my first call! And, tactics like mirroring and labeling are useful tools for discovery, too.

But no matter what. The most effective 'Black Swan' will always be the value-based business case, where your solution is differentiated and accompanied by a compelling event.

Sorry! (not sorry)