The Dos and Don’ts of Sales Negotiations

28 August 2025

Sales negotiations can feel like a tightrope walk, right? One wrong word, and the deal could slip right through your fingers. But when done right, it’s like striking gold—both parties leave the table feeling like winners.

So, how do you master this art without sounding pushy, desperate, or, worse, clueless?

That’s exactly what we’re diving into today.

We’ll break down the dos (the golden rules you should always follow) and the don’ts (the errors that can cost you the deal). Whether you’re a seasoned sales pro or just dipping your toes into the world of selling, this guide is packed with real talk, smart strategies, and a dash of humor to keep it real.

Let’s get to it.

Why Sales Negotiation Skills Matter

Before we jump into the nitty-gritty, let’s get something straight: sales negotiation isn’t about manipulation or trickery. Nope. It’s about creating value, building trust, and getting to a mutual “yes” that feels good for both sides.

Whether you're selling a product, a service, or even an idea, strong negotiation skills can:

- Close deals faster 🚀
- Increase profitability 💰
- Strengthen customer relationships ❤️
- Build your confidence 💪

Not bad, right?

The Dos of Sales Negotiations

Alright, let’s start with what you should be doing. These are your must-follow rules to crush it at the negotiation table.

✅ Do Your Homework

Ever tried talking to someone about their business without knowing anything about it? Yeah… awkward.

Before any negotiation, gather as much info as you can about your prospect. That includes:

- Their business model
- Pain points
- Competitors
- Market trends
- Previous purchase history (if applicable)

The more you know, the more tailored and persuasive your pitch will be. Knowledge = power.

✅ Do Focus on Value, Not Just Price

Here’s a harsh truth: if all you talk about is price, you become just another vendor.

Shift the conversation. Talk about value instead.

Ask yourself and your client:
- How will this solution save time?
- How will it increase revenue?
- How will it reduce headaches?

Price becomes less of a barrier when the value is crystal clear.

✅ Do Listen More Than You Talk

Here’s a quick tip: let them talk.

When you actively listen, you pick up on key insights—priorities, objections, even personal motivations. These are all gold mines.

Pro tip? Try the 70/30 rule: listen 70% of the time, talk 30%.

✅ Do Stay Calm and Confident

Even if you’re silently panicking inside, never let it show.

Confidence doesn’t mean arrogance. It means standing your ground, knowing your value, and not jumping the gun to discount when the going gets tough.

People can smell desperation. Stay cool, collected, and professional.

✅ Do Be Willing to Walk Away

Sounds scary, right? But walking away is sometimes the smartest move you can make.

Not every deal is worth it. If the terms don’t align with your goals or it starts to feel like a one-way street, it’s okay to politely decline.

Keep your standards high. Your reputation will thank you later.

✅ Do Build Relationships

Negotiation is not a one-time transaction—especially in B2B.

Treat negotiations like the start (or continuation) of a partnership. Be personable. Be human. Show empathy. Ask questions.

People buy from people they trust. Period.

✅ Do Document Everything

You know how memories can get fuzzy? Yeah, don’t rely on them during negotiations.

Always document key conversation points, agreed-upon terms, and follow-up actions. Verbal agreements are great, but written records are your safety net.

The Don’ts of Sales Negotiations

Now that we’ve got the dos covered, let’s talk about what NOT to do.

These sales sins can sabotage your negotiations faster than a dropped call.

❌ Don’t Make Assumptions

Just because a client bought a similar product before doesn’t mean they’ll want the same now.

Assumptions kill curiosity.

Instead, ask questions. Dig into their needs. You might learn something that completely reshapes your pitch.

❌ Don’t Undervalue Yourself

One of the biggest sales mistakes? Underselling your offer just to close the deal.

If you start slashing prices just to win the deal, you're sending a message: "I’m not worth what I quoted."

Stand by your pricing. If you offer something unique and valuable, price accordingly and confidently.

❌ Don’t Talk Over the Client

It’s tempting to fill every silence with chatter or push your point harder, but resist that urge.

Let the client process. Give them space to respond. They might reveal valuable information or even close the deal themselves. Silence can be a sales strategy.

❌ Don’t Rush the Process

Negotiation is a dance, not a drag race. Push too hard or fast, and your prospect may back away.

Be patient. Let the process unfold naturally. Urgency is good, but pressure? Not so much.

❌ Don’t Make It Personal

It’s easy to get emotionally invested in a deal—especially when you’ve spent days (or weeks) on it.

But if a client rejects your offer, don’t take it personally. It’s business. Learn from it, adjust, and move on.

❌ Don’t Reveal All Your Cards Too Soon

Negotiating is a game of strategy. If you show all your cards right away, where’s your leverage?

Hold back some flexibility for when you really need it. That could be discount wiggle room, added features, or better payment terms.

Save the ace for the right moment.

Pro Tips: Going the Extra Mile in Sales Negotiations

Want to level up even further? These bonus tips will take your negotiation skills from good to great.

🔍 Mirror Their Language

If your client says “cost-effective” instead of “cheap,” mirror that language. It helps build rapport and makes them feel understood.

Subtle? Yes. Powerful? Absolutely.

🧠 Use the Power of Anchoring

Start with a higher offer and anchor the conversation from there. People tend to negotiate down from the first number you throw out.

It’s psychology 101. Use it wisely.

📊 Back Up Your Points with Data

Your words are one thing. Facts and figures? That’s your secret weapon.

Whether it’s customer success stories, ROI stats, or performance benchmarks—use data to seal the deal.

🛑 Know When to Hit the Brakes

Sensing resistance? Pressing harder won’t help.

Instead, take a step back. Ask open-ended questions like, “What concerns do you have?” or “What would help you feel more confident moving forward?”

Sometimes, slowing down helps you speed up.

Real-Life Sales Negotiation Scenarios

Let’s put theory into practice with a few real-world examples.

Scenario 1: The Price Haggler

Them: “Your price is too high. Can you lower it?”

You: “I completely understand budget’s a factor. Can I ask what you’re comparing us to? And do you mind if I walk you through what’s included in this price so we can ensure we’re comparing apples to apples?”

Boom. You’re validating their concern while steering the conversation back to value.

Scenario 2: The Silent Treatment

Them: goes quiet after your proposal

You: “I know you’ve got a lot on your plate. Just curious—was there anything in the proposal that gave you pause or that didn’t quite hit the mark?”

Gentle. Non-confrontational. Opens the door for honest feedback.

Scenario 3: The “Let Me Think About It”

Them: “I need to think it over.”

You: “Absolutely, take the time you need. Out of curiosity—what’s going to be the biggest factor in your decision-making?”

This keeps you in the loop instead of being ghosted into oblivion.

Final Thoughts: Negotiation Is a Skill, Not a Talent

Here’s the good news—you don’t have to be born with “the gift of gab” to be a solid negotiator.

Sales negotiation is a skill—and like any skill, it can be learned, practiced, and improved.

Follow the dos. Avoid the don’ts. Keep practicing. Stay human.

And hey, next time you step into a negotiation, you won’t just hope for the best—you’ll walk in with confidence, strategy, and a game plan.

You got this.