Make deals, not war
Go to a plumber’s house and the taps leak. Visit the electrician’s house and the light switch doesn’t work. Observe a high performing corporate M&A partner trying to win a piece of work for themselves and they turn to jelly. Why?
Negotiation. It’s the part of sales that turns even the most confident professionals into sweaty-palmed wrecks. But it doesn’t have to be painful. With the right approach, you can close deals on your terms while keeping customers happy.
The key? Stay calm, professional, and strategic.
You don’t want to end up in a heated exchange that makes headlines for all the wrong reasons—just ask Donald Trump and President Zelensky. Keep your cool, focus on value, and don’t let ego derail a good deal.
Here’s how. Enjoy.
#1. Know your value – and own it
If you don’t believe in your value, why should your customer? Before stepping into any negotiation, be crystal clear on:
✅ The unique benefits you bring.
✅ The outcomes your customer will achieve.
✅ Your absolute bottom line—where you will not go lower. Top tip – make sure EVERYONE in your team knows where this line is!
💰 Considering a discount? Reduce the scope. Never just knock money off for no reason—that only tells the customer you overpriced it in the first place. Instead, say:
“We can adjust the price, but we’ll need to reduce X and Y to reflect that.”
This ensures you keep control of the deal rather than just slicing your margins for the sake of closing.
#2. Play the long game – It’s not just about price
Some customers will hammer you on price. Don’t get angry – they have a right to do this and an obligation to get the best deal for their organisation. Instead of immediately caving:
🔄 Talk about long-term value—position yourself as a strategic partner, not a one-off purchase.
🔧 Offer phased pricing or service bundles to reshape the discussion.
🤫 Use silence. State your case, then stop talking. You’d be amazed how often people fill the gap by backtracking on their own objections.
#3. Know when to walk away (and how to make them think twice)
Not every deal is worth doing. If a customer is grinding you down to a point where it’s no longer viable, be prepared to walk. Remember where your bottom line is (see above) and stick to it. Otherwise you’re in very real danger of entering a race to the bottom.
But instead of just saying “no,” try this:
🤷♂️ Recommend a cheaper, substandard competitor.
“If budget is the main concern, you could look at [Competitor X]—they’re lower cost, though they do things differently to us.”
💡 Nobody likes to feel like they’re a cheapskate. This technique makes them re-evaluate whether saving a few quid is worth the risk.
Negotiation isn’t about winning or losing—it’s about getting to the right deal. Stand your ground, play smart, and don’t sell yourself short.
Oh, and probably best to conduct the negotiation behind closed doors and not in front of the world’s media!
