What is Negotiation in the Sales Process?
The Selling process identifies the fit between the seller’s offering and what the buyer is seeking.
Negotiation, on the other hand, is a part of the selling continuum, involving the process of agreeing the
terms of the deal. Every moment of business development and selling involves some amount of
Key Negotiation Styles
Makes concessions readily in order to reach agreement
avoid personal conflict
Wishes for an amicable resolution
May end up exploited and feeling bitter
Creates a win-win deal
Focused on winning
negotiation as a contest of wills
May get an equally hard
response which harms his
relationship with the other side, and exhausts him and his resources
What are Adversarial Tactics?
Adversarial negotiation tactics work through manipulation. Sometimes, buyers may adopt use a range of
pressure tactics to defeat you and get what they want.
They are looking to fluster you, hoping you’d make a mistake and
eventually feel pressured into making a concession.
How to Deal with Adversarial tactics?
Avoid reacting in a way that would escalate the situation. Steer the negotiation on a more productive
path that fosters the relationship.
Handling Common Adversarial Tactics
Delaying a decision and ignoring deadlines
This might be aimed at creating anxiety and pressure you to make concessions.
Find out the actual reason of the delay – follow up and politely communicate that
your time is also important.
Don’t feel pressured to make concessions due to the prospects inaction or lack of
Save yourself by documenting all communications, ensuring deadlines and key
action points from voice mails/emails are noted, along with the consequences of
Prospect brings up new issues when you think things are settled
The prospect may have forgotten to bring something up sooner, however, it could
be a sign of prospective problems.
Refrain from immediately handling the issue – ask for more time, park it until you
Keep in mind: “Never let them see you sweat.” Change the direction of the
discussion to delay your reaction or response.
Creating an uncomfortable environment
Prospects may try to gain an unfair advantage by ways such as long waiting
hours, hot and uncomfortable room, sunlight in your eyes, no food or break, and
changes in negotiators.
If you can gauge that this is done intentionally, consult with your team/colleagues
to validate that it’s not just you who feels this way.
Straight away ask to change the environment (change seating, adjust the
temperature, shift rooms, etc.)
Don’t fear calling for a break or rescheduling the meeting.
Prospects may use silence to pressures you to concede — the first one to talk after
the price/condition is on the table is usually the first to fold.
Stay silent after you’ve stated your price. Do not offer explanations, or stammer –
you may only giving them material that can be used against you.
Silence is also a weapon you can use.
Starting over in the middle of negotiations
Prospects may reverse progress in order to keep and gain position
In case of any one term being changed, feel free to reopen all the terms – in the
interest of a fair outcome. Both the seller and buyer should feel like winners at