Struggling to Close? How to Overcome Common Negotiation Tactics

Do buyer negotiation tactics leave you scrambling? SalesFuel found that nearly 25% of B2B sellers say that negotiating and closing are a top weakness. This is even higher among Gen Zers: 32% cite it as a primary weakness.

Even if you are satisfied with your process, consider looking into proven best practices to level up. Negotiation is a major part of B2B sales, and there is always room to improve.

“Negotiation is critical to sales success,” says AdMall Director of Sales Denise Gibson.

“Knowing how to communicate value, address concerns and find common ground can make the difference between losing an opportunity and closing the deal.”

How can you handle common negotiation tactics?

B2B buyers tend to use similar approaches when negotiating. By understanding these strategies, reps can effectively respond and win over prospects.

As RAIN Group’s Mike Schultz adds, “Good negotiators recognize the negotiating tactics and style of the other party.”

He shares tactics that buyers often use, and how reps should respond to each.

Mentioning the competition

Many buyers will bring up a competitor, suggesting that the competitor may agree to their requests or might be a better fit. The purpose of this is to apply pressure and imply that if you don’t comply, they’re gone.

In these scenarios, it’s important to discern whether this is a bluff or a genuine threat.  Ask questions to understand what the competitor is offering and what factors are influencing the buyer’s decision. Are they primarily concerned about price, service or specific features?

Understanding their priorities can help you determine whether there is room to negotiate or an opportunity to reinforce your value.

In your response, focus on what differentiates your offering and how it addresses the buyer’s specific needs. If buyers truly recognize what you can offer them, they’ll understand your stance.

Reevaluating the numbers

Another common negotiation tactic is saying they need time to look back over their numbers.

“This is a common pushback strategy to intimidate sellers into dropping the price or to corner sellers early in the process to agree to eventual price negotiations,” Schultz explains.

He urges sellers to not immediately cave and offer a discount. Instead, simply ask, “Why?” First, this may catch the buyer off guard; they likely expect you to argue or offer a price drop. And second, it’s a great question and gets right to the point.

Asking “Why?” helps uncover the real reason behind a buyer’s objection instead of relying on assumptions. Understanding what’s driving their concerns gives you an opportunity to address the underlying issue and find a solution that works for both sides.

Meet in the middle

Buyers often suggest sellers “split the difference,” making it seem like a fair deal and win-win for all. But agreeing to sell at a lower price, even if it’s as low as the buyer’s initial request, isn’t fair to you.

According to Schultz, being honest is the best approach.

“If they want to alter things, you can talk about what might change, but meeting in the middle doesn't make sense for you.”

Ask questions to uncover why they feel the lower price is justified. Their responses will clue you in to where the value disconnect exists and how you need to better communicate what you can deliver.

It’s all about value

When it comes to buyers’ negotiation tactics, it comes down to how well you can demonstrate value. In the face of an objection or discount request, sellers must find where value proof is lacking.

Follow these tips for value-based selling, which not only cuts down on tough negotiations but also can pull you through when needed. 

Photo by Vitaly Gariev on Unsplash