A Lesson in Negotiation from an Unexpected Place

I overheard a conversation last week about tattoo pricing that perfectly captured a negotiation challenge we all face, whether it’s landing a client, finalizing a business deal, or making a major purchase.

I was in Thailand, training the in-house legal team of one of the world’s largest oil and gas supermajors—a $163 billion company. While there, I caught up with my good friend Joe, a talented tattoo artist I’ve known for 15 years.

As we were reminiscing in his studio, a customer walked in, Joe’s artwork instantly hooked him, and he asked for a half-sleeve tattoo.

Joe quoted a very fair price of 40,000 THB ($1,100 USD). The customer, however, countered with 30,000 THB ($879 USD)—a significant lowball offer.

Sound familiar? This happens in business negotiations every day:

• One side sets a fair price based on time, effort, and expertise.
• The other side focuses purely on cutting costs.

Most people think there are only three ways this can end:

1. Pay the full price (good deal for the seller)
2. Walk away (nobody wins)
3. Meet halfway (both sides leave unsatisfied).

But there’s a better way—and it starts with one question:

“Why?”

Lets start with remembering that there's true negotiation power in understanding interests over price- remember that!

I WhatsApped Joe from across the room - [Don't start haggling on price - be strategic!!]

Joe came over to me and I said:

“Before dropping your price, ask why they’re hesitant to pay the correct price. Then explore creative solutions instead of cutting your rates.”

I could see Joe wasn't looking confident. I suspected he might be inclined just to accept because, he's a nice guy.

"Let me handle this for you Joe" I said. he smiled and nodded.

Here’s where it gets good!

• I stepped over, smiled, shook the guys hand and said "Hi, I'm Scott the owner; thanks for stopping in today, I just overheard you guys talking"
• I immediately asked if the issue was with the price or the size of the tattoo.
• The customer said they were nervous—it was their first major tattoo, and they weren’t sure how they’d handle the pain or the long-term commitment.

With this understanding, I offered a creative solution:

• Break the tattoo into phases: Start with the main centrepiece for $600. Once that's healed and he feels comfortable, he can complete the sleeve later for another $600.
• Offered flexibility: I advised that we can schedule sessions during Joe’s quieter months, making it easier for both sides.

I've said it before and I'll say it again- Value creation goes beyond the numbers

So the deal didn’t stop there. Through deeper conversation, I discovered the guy was a professional photographer with a large Instagram following.

I saw the opportunity to strike a brilliant deal:

• The customer would document their tattoo journey on social media, providing Joe with professional-grade photos for his portfolio
• Joe would throw in premium aftercare products and a free touch-up session.

The Outcome?

• The customer paid the full value but spread the cost over time, reducing their financial risk.
• Joe gained top-tier marketing material for his business, helping him attract new clients and showcase his skills to a wider audience
• Both sides built a relationship that could lead to future collaborations (and likely another tattoo session down the line).

There are some key negotiation lessons from the studio, that matter beyond tattoos.

This strategy works in boardrooms, client negotiations, salary discussions, and so many more situations:

1 . Don’t just focus on price—focus on interests.

• Price objections often mask deeper concerns like risk tolerance, uncertainty, or budget cycles.

2 . Create value BEFORE dividing it.

• Instead of compromising, look for creative solutions that benefit both sides—like splitting costs over time or adding non-monetary perks.

3. Always always always have a strong BATNA.

• Joe didn’t need this deal, which gave us the confidence to negotiate creatively and stand firm on Joes worth.

Here's a few quick tips for your next negotiation:

• When you hear a “no,” get curious instead of defensive.
• Ask open-ended questions to uncover their deeper concerns.
• Share your own priorities transparently.
• Look for creative trade-offs beyond price (timing, extras, or future opportunities).

Whether you’re negotiating a business partnership, closing any deal, or even just a salary negotiation, the core lesson is simple:

Negotiation isn’t about splitting the difference—it’s about creating value together.

The next time you’re stuck on price, remember Joe and the photographer.

There’s almost always a way to create more value—you just have to ask the right questions.

What’s the most creative solution you’ve ever found in a negotiation?

I’d love to hear how you turned a tough negotiation into a win for everyone involved in the comments section.

Until next time!

Your Apex Negotiator

Scott