Prompted from some advice I read in another blog post on how to navigate sales negotiations:
Advice 1: Using open and positive body language to “build rapport”
Nod your head occasionally to acknowledge understanding, smile when appropriate, and lean slightly forward to show interest. These cues encourage the speaker to continue sharing.
Instead: Yes, body language is important. But what’s even more important is to be authentic about it.
Instead of being overly conscious about your body language and trying to express the “right” signals, focus on empathizing (not just sympathizing), the right body language should come naturally.
Advice 2: Open the conversation with some small talk, before you launch into your sales pitch.
Source: Jake Likes Onions
Again to build rapport by finding common ground.
Instead: Yes, people buy from people they like (and people like other’s who are similar to them). However, be sincere in your interest and don’t just seek “common ground” for the sake of having something to share, even if you’re not passionate about it.
Here are some other more authentic and genuine ways to build trust:
- Demonstrate deep knowledge of your industry/products/solutions.
- Don’t only show that you’re knowledgeable, show that you’re also passionate (alas, this can’t/shouldn’t be “faked” if you’re dispassionate about your company/industry/solutions).
- Highlight stories, use cases, or case studies from other customers.
- Share third-party knowledge if available: industry trends, statistics, user reviews, etc.
- In the eyes of your prospects, you’ll always appear more biased towards your brand. Instead of telling, show them what others have to say about you as it will seem more objective. However, never do so with the intention of disputing their beliefs or pointing out their errors and proving them wrong.
Other good negotiation tips
Be fully present. Listen for the sake of understanding, not for the sake of replying.
Taking notes is good for this.
- Let the other party know you’re going to be taking notes, so you don’t come across as distracted/multi-tasking.
- Taking notes shows that you’re actively listening and helps you remember the important points.
- When we don’t, we tend to get too attached to certain points as we attempt to “remember” them so that we can address them later in the conversation and it distracts us from being present and really empathizing
Paraphrasing/summarizing
Ensures that you’re interpreting what they’re saying correctly. Due to confirmation bias, we have a tendency to listen to what we want to hear and tune out the rest.
Paraphrasing and affirming/addressing the point you just paraphrased also helps make it more conversational and less like an interrogation if you’re asking many questions to assess your prospect’s needs.
Reflect on emotions
Pay attention to not just the words, but also the emotions behind them. Relating to emotions is also much more effective than trying to find “common ground” on interest/experiences. We’re all human and we all have emotions.
They need to WIN too
A good negotiation isn’t just about you getting the best out of the other party. Relationships are long-term and it’s important to have the prospect WIN too, not just “feel like they’ve won” by giving them false or artificial gains. Your customers are going to be with you for much longer beyond the sales transaction itself.
Instead of thinking of your prospects as simply “leads”, approach them as you would a potential partner/collogue. Treat it like a collaboration instead of a confrontation.
Be Prepared
Yup, I was a boy scout (“Be Prepared” is the Scouts Motto).
Always prepare as much as you can in advance of the conversation, understand your prospect, where they’re at, their needs, cost of inaction (financial, emotional), budget, purchasing process, decision makers, potential questions/objections, your product/service (and the specific benefits or ways it will address their needs), competition/alternatives.
Remember, everything is negotiable
Many things seem standardized (and it does help to have less flexibility in certain situations to simplify your offerings); but ultimately, remember that EVERYTHING is negotiable.
e.g. offering bigger discount for a longer-term contract.
If you have a VIP prospect that’s interested, you can always escalate to upper management/the owner(s) for approval.
Also, although price is often the most commonly negotiated factor, never assume that it’s your prospect’s biggest concern. Many other terms and conditions can also be negotiated (duration of contract, payment terms, features/services included, cancellation, etc.). I also generally advice against discounting if at all possible as it de-values your product/service.
And if it goes south (unsuccessful negotiations)
It’s OK! Never force a bad fit.
Perhaps the timing isn’t right, or indeed there isn’t a good fit between what they need and what you can provide.
Sometimes, it might not even be about you. They might be making unreasonable demands, have contrasting values or beliefs from you/your organization’s, or show no interest in collaborating or compromising. It’s better to walk away than be stuck in an unhappy relationship.
Leaving on a good note demonstrates integrity and builds further trust that will lead to future referrals or them potentially coming back to you in the future when they’re ready.
Give a supportive NO
If you’re someone who finds it hard to say NO or reject someone. You can instead point them in the right direction for resources, alternatives, and further advice.
Sales (Negotiations) Training for your Team
Consider investing in strategic and structured training programs that:
- Blend on-demand e-learning with live training/role-playing.
- Leverages an accountability/mentoring system for continual practice and knowledge sharing.
- Works in tailored 1-on-1 feedback.
Reach out if you’re interested in working with us to develop your customized training program.
In summary
Negotiations should be collaborative, you should always aim for win-win situations instead of just getting what you want. It’s a process, it might take time, you might have to make compromises. Ultimately, you’ll want to build an enduring relationship with the other party.