Are you a shrewd salesperson, even during negotiations? A lot of people cringe at that word. But it’s actually a quality all salespeople should strive to have: “marked by clever discerning awareness and hardheaded perception.” If you are not sure whether you fit the bill, don’t worry. Jay Fuchs, writing for HubSpot, says that there are a few winning tips for salespeople you can use to join the ranks of shrewd salespeople.

3 Winning Tips for Salespeople

Prepare for Controversy

In an ideal world, the prospect would see the value of your product or service and know that you are already asking a fair price for it. But all salespeople know that this scenario is a rare outcome. Instead of waiting to negotiate in the moment, shrewd salespeople plan the best alternative negotiation in advance of the sales meeting. That's why one of the winning tips for salespeople is knowing how low your competitors have dropped their prices, just in case your prospect does some research online before meeting with you. Based on this research, find a happy medium sales price you feel confident in pitching based on the higher value you are offering. That way you won't be thrown off guard during negotiations and you can appear confident and prepared throughout the entirety of them.

Let Your Prospect Lead the Conversation

Another of Fuchs' winning tips for salespeople is to state your offer and then let the prospect start the negotiation conversation. “If you speak first and immediately offer concessions, you could undercut the potential to arrive at a more favorable agreement,” says Fuchs. To be shrewd, you should let prospects speak their minds about the terms you have offered before interjecting accommodations that could cost you more money than necessary. You need to get a read on the prospect’s position and then formulate a response in order to sell for the price you deserve.

Remember, this isn’t a Battle

Most salespeople see negotiations as a battle of wills between themselves and their prospects; but not the shrewd professionals. They know that, “The object of a negotiation is to arrive at a point that everyone involved is satisfied with,” says Fuchs. So, listen to all of the hesitations that you prospect has. Learn their motivations and what they want and/​or need. “If you can identify why their preferred price is what it is,” says Fuchs, “you can negotiate based on their actual interests as opposed to just splitting the difference or making rash concessions based strictly on price.”