How to Win Sales Negotiations

I initially planned to write about the AI tools I've been using in the sales process. However, a question from one of my clients caught my attention—it’s far more interesting and thought-provoking.

How to negotiate and win deals with proper profit.

He often feels like he's constantly giving in during negotiations, and as a result, his business is struggling.

Negotiating is one of the hardest skill to learn.

It's a skill that can only be developed through practice and real-world experience—what many refer to as being "in the trenches."

I will do my utmost to share my experiences and insights with you, while helping you avoid the mistakes I’ve made along the way.

Your clients want the best deal possible, and you’re trying to protect your company’s revenue. Compromise is inevitable, yet too often, sales professionals end up leaving money on the table, drawn into the cycle of discounts and concessions.

The truth is, mastering sales negotiations isn’t just about closing deals quickly; it’s about closing deals profitably while building trust and relationships along the way. That’s not easy—but that’s where strategy, preparation, and proven techniques come in.

This guide will cover everything from understanding why clients challenge your pricing, to practical negotiation strategies designed to protect value and maximise outcomes for your business. Whether you’re a seasoned salesperson or looking to sharpen your skills, this blog has something for you.

Why Sales Professionals Struggle in Negotiations

You’ve probably been there. The moment pricing comes up, a client challenges your quote with something like,

“We can get this cheaper elsewhere,”

or

“We really want to work with you, but your price is outside our budget.”

Why does this happen?

It often starts with challenges stemming directly from the salesperson's side.

Common Vulnerabilities in Sales Negotiations

1.Lack of Pipeline

If your pipeline is empty or sparse, desperation can creep into your tone and approach. You’ll be far more likely to concede on price just to close the deal. An abundant pipeline allows you to negotiate from a position of confidence, not need.

2. Rushed Closures

Pressure to meet sales quotas or impatience to finalise deals often forces concessions. Closing quickly can feel productive, but unnecessary discounts erode margins and undervalue your offering.

3. Avoiding Early Price Discussions

Many salespeople dislike talking pricing upfront. But leaving such an important discussion for the final stage can create unnecessary tension and weaken your position.

4. Failure to Establish Value

If you haven’t demonstrated the true value of your product or service before pricing discussions, you’ve already handed leverage to the buyer. Remember, price objections are often the result of a lack of perceived value.

5. Believing All Price Objections Are Real

Not every objection you hear during negotiations is an actual issue. Sometimes, clients challenge prices simply out of habit or as a negotiation tactic—not because they truly need a discount.

Why Clients Challenge Price

Understanding your client’s perspective is critical. Buyers challenge prices for several reasons, and most are not personal.

• Negotiation is Expected – Procurement professionals often have KPIs tied to cost savings, so they’re trained to ask for better pricing.

• Assumption of Flexibility – If sellers regularly offer discounts, customers start to assume price negotiation is part of the process.

• Lack of Perceived Value – If the value of what you’re offering isn’t clearly demonstrated, the cost can seem unjustifiable.

• Sellers Give in Too Easily – When discounts are given without much resistance, it reinforces the perception that there's always room to lower the price.

The Hidden Cost of Leaving Money on the Table

Small concessions can have enormous ripple effects.

Imagine a salesperson offers a discount of just 5%. While it doesn’t feel significant, it can slash profit margins drastically. Over time, repeated discounts set a precedent, impacting future negotiations and creating unrealistic client expectations.

Additionally, discounts can negatively affect morale within sales teams. Your role isn’t simply to close deals but to close them in a way that sustainably profits both sides.

There is No Universal Approach in Negotiations

I also want to emphasise that there is no universal approach to sales negotiation skills. Context matters deeply in the sales profession, with few absolutes. It's crucial we acknowledge this at the outset.

Yet as a sales professional, you'll need to negotiate regardless of your specific situation. So approach these strategies with an open mind, evaluating which ideas, techniques, and tactics will serve you best in your unique context.

• Negotiation strategies depend on the context. Enterprise-level or long-cycle sales require a different approach than quick, one-call-close deals.

• Negotiating with business stakeholders is not the same as negotiating with business owners.

• Negotiating with C-level executives demand different tactics than with middle management.

• Procurement negotiations are very different from conversations with actively engaged stakeholders, just as B2B negotiations differ from B2C sales.

• Negotiating for tangible products is not the same as negotiating for intangible offerings like services or software.

Strategies to Win Sales Negotiations

Sales negotiation isn’t about "winning" or "losing"; it’s about optimising outcomes for both sides. To give yourself the best chances of success, you need a clear set of rules to follow.

1. Enter Negotiations Only After Winning the Business

Price and value should only come into play after the client has committed to you as their preferred vendor. If you negotiate pricing too early, you’re giving away leverage for free.

2. Don’t Confuse Objections with Negotiations

Objections typically arise earlier in the sales process and involve addressing concerns about your product, service, or price. True negotiation only happens after a formal proposal and verbal commitment from the client.

3. Begin with the Ideal Outcome in Mind

Start every negotiation with a clear vision of what success looks like. Consider not only pricing but also terms, scope, and any reciprocal concessions you’d like to secure.

• Establish your commitment - Start with a strong validation with your client that you are in this “project” and you both want the same outcome.

• Keep the dialogue open - Work with your client to find the best path to your shared outcome.

4. Build Shared Goals with Clients

Establish a collaborative tone by aligning with your client on mutual goals. Start discussions by confirming that both sides are invested in achieving the same outcomes. This fosters trust and goodwill.

5. Emotional Discipline Is Key

Emotionally driven decisions derail negotiations. Maintain calm, assertiveness, and control throughout the process. The party with the stronger emotional discipline often controls the negotiation.

6. Never Skip the Sales Process

The key to becoming a skilled sales negotiator lies in mastering the sales process itself. No clever negotiation tactics or strategies can compensate for poor execution of the fundamental sales process.

To close deals effectively, build compelling cases for change, gather evidence to address objections, and gain negotiating leverage, you must excel at every stage of the sales process—methodically and thoroughly.

7. Make Concessions Slowly and Intelligently

Small Concessions Over Time – Offer incremental concessions, keeping your leverage intact.

Use Precise Numbers – Offering discounts like 3.6% instead of 5% creates credibility and signals you’ve calculated your offers carefully.

Decrease Discounts – Start with larger discounts if necessary but make them smaller with each step.

8. Safeguard Relationships

Building and maintaining strong client relationships is crucial in sales negotiations. Avoid aggressive tactics that could damage long-term partnerships. Focus on finding solutions that benefit both parties while preserving trust and goodwill. Remember that today's negotiation could impact future opportunities.

9. Never Give Without Getting

Every concession should be accompanied by a reciprocal ask. For example, if the client requests a discount, you might request earlier payment terms or an increased order volume.

10. Minimise Alternatives

Your position weakens if the client views competitors as viable substitutes. Throughout the sales process, clarify the unique benefits of your offering and ensure the client sees you as their best, if not only, option.

11. Know When to Walk Away

Sometimes, the best decision is to decline a deal that doesn’t meet profitability thresholds or aligns poorly with long-term goals. Walking away might strengthen your position and pave the way for better opportunities down the line.

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Negotiating is an iterative process, and no two deals look exactly alike. But by internalising these strategies, you’ll equip yourself to handle objections and protect value without compromising your client relationships.

When you approach negotiations with preparation, emotional control, and confidence, you don’t just close deals.

You build trust, loyalty, and a sustainable foundation for your business.

What strategies have you found most effective in navigating sales negotiations? Hit reply as I love hearing from you.

I’m opening "Elite Sales - Win High Value Deals" cohort this October. If you’re looking to consistently win more enterprise high-value deals, join us!

Thanks for being here see you next week!

Ren