Here’s How to Separate the Two, Without Breaking Either One.
In B2B sales, strong relationships open the door but too often, they get in the way of healthy negotiation.
Sellers think: “I don’t want to push too hard. I’ve built so much trust.” and “If I ask for more, I might ruin the relationship.”
But here’s the truth:
Relationships and negotiations are not the same thing.
One is emotional. The other is commercial.
Great sellers know how to protect both, and win.
Here’s how to do it:
Frame negotiation as part of the relationship
Say it out loud: “I value this relationship, and I also want to make sure this is a fair deal for both sides.”
This shows maturity, not aggression.
Stay curious, not defensive
When buyers push, stay calm: “Help me understand what’s driving that request?”
You’re collaborating, not combatting.
Use Give-Take strategies
You can be generous and commercial. “We can look at that, if we also agree on [X].”
It’s fair. It’s balanced. It works.
Anchor in shared outcomes
Bring it back to impact: “Let’s build a deal that gets your results and makes sense for both our businesses.”
Want to preserve your relationships and close well? Stop avoiding negotiation and start managing it with empathy and clarity.
Let buyers respect you not just as a partner but as a professional.
#SalesLeadership #SalesNegotiation #CustomerRelationships #B2BSales #ValueSelling #StrategicSelling #WinWin
Need help coaching your team to handle high-stakes negotiations without burning bridges? Let’s talk.
