Situational sales negotiation is a tactic that sellers should consider adding to their strategy. This style involves adjusting your negotiating to adapt to different scenarios.

“Every sales experience will be different regardless of how experienced you are,” write the professionals at Journey.

“Sometimes, selling will feel relatively easy. Other times, it'll feel like a million punches are being thrown at you…”

This is where situational selling can help.

How does situational selling negotiation skills save sales?

While every negotiation presents different scenarios and requires adjustment, situational negotiations are a bit more complex.

Sellers often face shifting situations and constant pressure for concessions, including demands for discounts and navigating price. Sellers must quickly and thoughtfully adapt tactics to effectively manage these dynamic situations and move the sale forward. 

This can be difficult, as it requires stepping outside of your comfort zone.

As Radu Ionescu writes, “Each of us develops a behavioral negotiation strategy within our normal environment.”

“By observation and self-​training, we recognize the limits between the two types of influences.”

A shift in the negotiation “environment” can throw sellers off, impacting their ability to effectively continue toward their goal.

Be prepared

Sellers improve their situational sales negotiation skills by preparing for various potential scenarios.

One such scenario involves pivoting to negotiate with multiple stakeholders. As SalesFuel reports, buying groups are becoming more common—and increasing in size. Sellers may find themselves facing multiple individuals during negotiations.

“Informed stakeholders can still sway a major decision,” Journey points out.

You can prepare by researching prospects and their businesses thoroughly. Take a look at their website and social media to learn about key stakeholders. Connect with initial contacts to identify the key participants in the discussions.

Journey recommends learning as much as you can about the criteria they use to evaluate products or services.

“Knowing their criteria is essential for aligning your strategy with their decision-​making process.”

Specifically, seek out information about:

• Budget constraints
• Required features and integrations
• Implementation timelines
• Long-​term strategic goals

Build rapport and trust with each decision-​maker. And tailor your message to their specific needs, aligning everyone around a shared solution.

LinkedIn recommends sellers prepare to address objections from different perspectives, using testimonials, referrals and social proof for credibility and influence.

Objections

In B2B sales, objections are inevitable.  How you handle them can make or break a deal. Situational sales negotiation becomes crucial when confronted with objections. Why?

It allows you to adapt your approach based on the unique circumstances of the conversation.

When a prospect raises concerns, don’t just stick to a predetermined pitch. Instead, tailor your response to directly address their specific issue.

By being flexible and responding strategically, you turn objections into opportunities for collaboration and mutual benefit.

Impasses

Another instance when situational sales negotiation should kick in is when an impasse occurs. In sales negotiations, an impasse happens when you and your customer are unable to reach an agreement.

This unexpected roadblock requires quick thinking and an evolved process to overcome. LinkedIn recommends sellers shift into a more empathetic and curious mindset.

This involves active listening and open-​ended questions to understand prospects’ perspective, interests and emotions.

“You also need to use creative problem-​solving, brainstorming and collaboration,” LinkedIn advises. 

This can generate “alternative options and solutions that can satisfy both parties.”

Situational sales negotiation is an essential skill that all sellers should develop. By being flexible and prepared, salespeople can navigate objections, impasses and shifting dynamics with confidence.

With a focus on empathy, active listening, and adaptability, you can turn challenges into opportunities. Remember, the key to success is to adjust your approach and stay aligned with your prospects’ needs.

Photo by Thirdman