Sales Sense Shot #8: The Hidden Language of Sales Negotiation – Win More, Lose Less
Alejandro Entredicho Jr. CPSL? CLDP?
Professional Sales & Leadership Trainer | Creator of Salesprudence? & FLAME Methodology? | Sales Performance Strategist | 10,000+ Hours of High-Impact Coaching | CLDP?, AIRS?–ECRE, CPE?
?? The Biggest Sales Mistake? Thinking Negotiation is Just About Price.
Most salespeople enter a negotiation like it’s a battle to be won. But what if the best negotiators don’t fight? What if they build?
Every deal comes down to positioning, perception, and psychology. If you can master those, you control the outcome—without unnecessary discounts or concessions.
?? This edition breaks down:
? The two types of negotiation (and which one gets you higher-value deals).
? Why objections aren’t deal-breakers—they’re negotiation triggers.
? How to use negotiation tactics like BATNA, ZOPA, and framing to close stronger.
??? The Two Negotiation Styles That Shape Every Deal
Every deal follows one of two negotiation strategies—whether you realize it or not:
1?? Distributive Negotiation (Win-Lose) – The Tug-of-War Tactic
This is the classic "I win, you lose" model, where each side tries to take the biggest piece of the pie.
?? Think of it as haggling at a flea market—every dollar one person gains, the other loses.
The risk? Short-term wins often destroy long-term relationships. If you only focus on price, buyers will eventually choose the cheapest option, not the best one.
?? Example: A buyer demands a price reduction. Instead of negotiating terms, you immediately agree to a discount. They may accept, but you’ve set a precedent—they’ll push harder next time.
2?? Integrative Negotiation (Win-Win) – The Strategic Partnership
This approach expands the deal beyond just price by introducing new value.
?? Instead of splitting the pie, you bake a bigger one—so both parties walk away with more.
?? Example: A client pushes for a discount. Instead of caving, you say: "I get that budget is a concern. Let’s look at how we can add more value—maybe through a faster timeline, premium support, or a flexible payment plan."
?? Outcome? They get a deal that works for them—without you sacrificing your margins.
?? The Secret Weapon: BATNA (Your Best Alternative to a Negotiated Agreement)
?? Fact: The person with the strongest alternative always has the upper hand in a negotiation.
Your BATNA (Best Alternative to a Negotiated Agreement) is your safety net. If this deal falls apart, what’s your backup plan?
?? Weak BATNA: You need this deal to hit quota. The buyer senses desperation—and lowballs you.
?? Strong BATNA: You have other prospects lined up. You control the pace, pricing, and positioning.
?? Pro Tip: Always know your BATNA before a negotiation—and subtly signal to the other party that you have options.
?? Example: A buyer asks for a major discount. Instead of immediately lowering your price, you confidently say: "I appreciate your offer. I do have other interested buyers, but I’d love to make this work. Let’s focus on structuring this in a way that meets both our needs."
?? Translation? You’re subtly letting them know that they’re not your only option—shifting the power dynamic in your favor.
?? ZOPA (Zone of Possible Agreement) – The Overlooked Negotiation Hack
?? ZOPA = The overlap between what YOU want and what THEY are willing to accept.
If there’s no ZOPA, there’s no deal. If you find the ZOPA, you create alignment.
?? Example:
?? The best negotiators don’t fight over numbers—they shift terms to create alignment.
?? Objections Aren’t Rejections—They’re Buying Signals
Most salespeople hear objections and panic. The best negotiators? They welcome them—because objections mean the buyer is interested.
? Weak response to a price objection: “Okay, we can lower the price.”
? Strong response: “Let’s break this down. Are we focused on cost, ROI, or long-term value?”
?? Most objections aren’t about money. They’re about:
?? Your job? Address the real concern—not just the surface-level objection.
?? Example: A buyer says: "I’m not sure this is the right time." Instead of pushing, ask: "What’s your biggest concern? Let’s see if we can find a way to structure this so the timing works for you."
?? Now, you’re leading the negotiation, not just responding to it.
??? The Salesperson’s Negotiation Playbook
? Know Your BATNA: If you have options, you have power.
? Find the ZOPA: If there’s no overlap, create one by adjusting terms.
? Reframe, Don’t React: When a buyer objects, redirect the conversation to value.
? Control the Flow of Information: Ask before answering. The more they reveal, the stronger your position.
? Negotiate the Full Package: Price, service, delivery, terms—bundle them strategically.
? Silence is a Weapon: Let them speak first. The first to talk in a price negotiation usually gives up the most.
?? Final Shot: Negotiation Isn’t About Winning—It’s About Controlling the Frame
Sales isn’t just about talking—it’s about positioning, persuasion, and psychology.
?? If you always focus on price, you’ll always be negotiating on price. ?? If you position yourself as the expert who delivers value, buyers will want to work with you—on your terms.
?? Watch out for Sales Sense Shot #9: "The Follow-Up Formula – How to Revive Cold Leads & Turn Them into Buyers."
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