Sales negotiation isn’t a game of who can talk last. It’s a skill and the best sales people know that the deal is won before the paperwork hits the table.

Here are the 7 immutable rules I teach sales teams to follow, and why they matter:

Number 1. Always Protect the Value

If you lead with price, you lose leverage. Anchor your conversation in outcomes, not discounts.

Number 2. Know What They Really Want

It’s rarely just about price. It’s about risk, reputation, timelines, and internal pressure. Uncover the hidden motivators.

Number 3. Win First, Then Negotiate

You shouldn’t be negotiating unless you’re already the preferred choice. Position first, negotiate second.

Number 4. Time is a Tool. Use It

Urgency can be created. Deadlines, budget cycles, internal pressures, all use time to drive momentum.

Number 5. Trade. Don’t Give

If you’re conceding, you’re losing. Always trade. “If I do X, can you commit to Y?”

Number 6. Align with Your Champion

Bring your champion into the negotiation loop early. Let them guide you on what matters most internally.

Finally,

7. Stay Calm. Stay Strategic.

Don’t chase. Don’t panic. Emotional decisions destroy deals. Stick to your plan and know when to walk.

These rules aren’t just theory, they’re how top performers protect margin, shorten sales cycles, and close with confidence.

Master negotiation, and you don’t just close deals, you close better deals.

Want help embedding these rules into your sales process? Let’s talk.

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