How can you anticipate your counterpart's needs and concerns in a sales negotiation?

3 Analyze their alternatives

The third step to anticipate your counterpart's needs and concerns is to analyze their alternatives, or what options they have besides negotiating with you. Alternatives are the best outcomes they can achieve without your agreement, and they determine their bargaining power and willingness to compromise. To analyze their alternatives, you need to assess their strengths and weaknesses, their availability and attractiveness, and their costs and risks. You can also ask them indirectly about their alternatives, such as by probing their urgency, satisfaction, or loyalty.

4 Evaluate their emotions

The fourth step to anticipate your counterpart's needs and concerns is to evaluate their emotions, or how they feel about the negotiation and the relationship. Emotions are the psychological and physiological reactions that affect their perception, judgment, and behavior. To evaluate their emotions, you need to empathize with their perspective, acknowledge their feelings, and manage your own emotions. You can also ask them explicitly about their emotions, such as by checking their mood, comfort, or trust.

5 Adapt your strategy

The fifth step to anticipate your counterpart's needs and concerns is to adapt your strategy, or how you plan to communicate, persuade, and collaborate with them. Strategy is the overall approach you use to achieve your objectives and satisfy their interests. To adapt your strategy, you need to align your value proposition, your negotiation style, and your concession tactics with their needs and concerns. You can also ask them for feedback on your strategy, such as by testing their reactions, expectations, or preferences.

6 Build rapport

The sixth step to anticipate your counterpart's needs and concerns is to build rapport, or how you establish and maintain a positive and productive relationship with them. Rapport is the degree of mutual understanding, respect, and trust between the parties. To build rapport, you need to show genuine interest, appreciation, and curiosity about them, their situation, their interests, and their emotions. You can also ask them for personal or professional information, such as by sharing stories, experiences, or values.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?