How to make a good sales negotiation? 10 tips for success!

How to conduct a successful sales negotiation ? To conduct a sales meeting, reach an agreement and convince the customer, salespeople need to prepare carefully and methodically. They also listen carefully to understand the prospect's motivations and deal with objections.

Communication is at the heart of good customer relationship management: the decision to buy is not based solely on the price of a service or product. Between concessions, quid pro quo and sales techniques, the salesperson has plenty of room for negotiation.

If you didn't go to business school or take any training, now's the time to read this article! Reveal your negotiating skills by following these 10 sales negotiation tips:

See all software Customer relationship management

What is commercial negotiation?

Before you can master the techniques of negotiation, you need to understand its fundamentals: definition, types and stakes. This initial phase will help you develop a structured approach that's in tune with the commercial realities of the field.

Commercial negotiation: definition

Commercial negotiation isn't just about discussing prices over a cup of coffee. It's a comprehensive strategy designed to build a lasting agreement between two parties: the customer and the salesperson. The key? A clear offer, a shared objective and a genuine, value-added business relationship.

☝️ It's based on a structured process that articulates :

• needs,
• conditions,
• concessions,
• and sometimes even compromise.

You have to listen, argue and negotiate every point, without losing sight of the end goal: to reach a commercial agreement in everyone's interest. And behind this method lies a reality: for any company, knowing how to negotiate is a commercial skill as essential as a good product.

What types of commercial negotiation are there?

There are many different types of commercial negotiation, and this is by no means a detail. Each situation, each customer, each offer imposes its own logic. Knowing them well enables you to negotiate successfully, without losing effectiveness:

Cooperative negotiation

This is the type of negotiation based on listening, seeking a lasting agreement and taking into account the needs of both parties. A solid business relationship is built on mutual trust.

Competitive negotiation

Here, the power struggle is head-on. Each party defends its position, price becomes a lever and concessions are rare. This is a direct technique, useful when margins are limited.

Complex negotiation

Several products, services or modalities are involved. You need to manage the process, anticipate objectives and prepare thoroughly. A good sales management tool is often indispensable.

Transactional negotiation

Targeted, rapid and widely used in direct sales. An offer is made and little discussion takes place. Practical in the field, but limited for building real customer relationships.

Why is it essential to master the art of negotiation?

Sales negotiation is a bit like the basics. Without it, there can be no lasting relationship, no trust, and even less successful sales. In every meeting, the professional must :

1. understand the customer's needs,
2. defend their offer,
3. handle objections,
4. and keep an eye on their objectives.

👀 Nothing must escape his attention: neither the margin, nor the terms, nor the timeframe for the transition to purchase. Mastering negotiation techniques means being able to adapt to anything: a product, a service, a tense situation, an unexpected request. You also need to know how to ask the right questions, bring out concerns and build a compelling value proposition. Not to convince at all costs, but to reach a balanced agreement!

The art of negotiation is an essential skill in an effective sales process. The negotiator must lead the discussion, steer the exchange and secure the deal. And if everything's done right? It's the decision-making that follows. Structured, fluid and clear. In short, reaching an agreement is no fluke. It's a profession. 🤓

Tip no. 1: prepare carefully for the sales meeting

To succeed in a negotiation, you need to prepare beforehand. The best sales negotiation is one that results in a win-win agreement, where both seller and buyer feel they're getting a good deal.

The first technique in sales negotiation is therefore to define :

• all the criteria that can be discussed during the negotiation,
• the concessions you are prepared to make to the other party,
• the quid pro quos you can demand from your prospect or customer,
• the potential concessions the buyer is willing to make.

During the various stages of a sales negotiation, the seller and buyer are likely to discuss a number of issues, such as :

• the quality of the product or service compared with that of competitors,
• price,
• delivery times
• payment terms,
• possible options,
• discounts and reductions under certain conditions,
• extended warranties,
• preferential-rate maintenance contracts, etc.

💡 A professional salesperson must therefore study the profile of the company or prospect he or she is approaching in order to make a sales proposal tailored to the customer's needs, and be ready for any eventuality by preparing his or her negotiating arguments in advance.

To be best prepared, you need to gather and analyze as much data as possible beforehand. This is why we recommend the use of CRM software such as Sellsy CRM. In this way, all information and interactions with your potential customers are centralized in a single tool for easy analysis. And thanks to the pipeline view and lead scoring, you can be sure of starting your sales negotiation at the right time, when your prospect is sufficiently mature.

Tip 2: Make an offer that's right for you from the outset

It's important to be daring and set your sights high right from the start of the sales meeting. It's part of the game: the buyer expects an initial proposal that puts him at a disadvantage, and the salesperson expects to be turned down.

This first sales proposal simply sets the bar very high: the aim of this sales technique is to put you in a position to negotiate.

Imagine salespeople starting their sales talks in a timid manner, offering concessions from the outset: the buyer won't hesitate to take advantage of this and ask for more, in order to obtain even more advantages!

For the salesperson, it's a question of establishing a starting position and keeping in mind his or her breaking point, i.e. a threshold of concessions that must not be exceeded, as this would be unfavorable to him or her and would harm the company's margin.

The salesperson thus has a negotiating margin between a very high demand, which he announces to the prospect at the start of the sales meeting (and which is to his advantage), and the position which would be to his disadvantage.

Each party will therefore seek to negotiate on criteria to obtain concessions from the other.

Tip No. 3: Don't give in to requests for concessions

A buyer's first comment is often "it's too expensive! ".

The salesperson's reflex should be to simply ask:

• what's expensive?
• it's expensive, but compared to what?
• the competitor's product may seem cheaper, but is the quality up to scratch?
• What services are included in the price?

You've got it: you need to defend your position when faced with a request for a concession. That's why you need to prepare your sales negotiation meeting well in advance.

Not resisting and giving in on the price may mean that your product is of poor quality: if you give in without discussion, the buyer may be suspicious.

But if you address this objection, you seize the opportunity to demonstrate the quality of your product or service by positioning it in relation to your competitors!

If the customer recognizes the quality of the product, but still finds your proposal too expensive, you need to know how to open up the conversation on other criteria to find negotiating points on which the buyer is ready to make concessions...

Tip 4: Ask for something in return for each concession

In your preparation, you have listed the elements on which you are prepared to make concessions.

You don't have to make any concessions - in fact, the less you do, the more the negotiation turns to your advantage.

The salesperson must assess and identify what the customer wants to negotiate, the elements that really matter to him.

If the buyer asks for a concession, you need to show him that you're making an effort, but that you demand something in return.

✅ Example of a successful commercial negotiation: if there's a point of disagreement on price, you can make an effort, and your customer can commit on his side, in writing, to regular orders over a set period. It's a win-win situation!

In this case, the negotiation results in a commercial agreement that satisfies both parties:

• the buyer has obtained an advantageous price,
• the salesperson signs a contract with more orders.

When the salesperson asks the prospect or customer for something in return, he or she opens the dialogue and obtains a negotiation point in exchange.

Tip 5: Reverse the roles to negotiate more effectively

When the buyer asks the seller to make a concession, he puts himself in the position of the demander.

The salesperson is ready to grant this concession in exchange for something in return: the balance of power is then reversed, and the salesperson takes on the role of buyer for a while, who must be satisfied with the consideration offered!

This is a formidable technique for securing a substantial quid pro quo by selling a concession to a customer: salespeople need to listen carefully beforehand, in order to identify the most important negotiating point for the customer, the one of greatest interest to him.

It's a bit like playing chess: it's all a question of strategy, and you have to know how to advance your pawns (your sales arguments) at the right moment...

In this way, the salesperson seizes the most opportune moment to win one of the key elements he or she wanted to obtain from the negotiation.

Tip no. 6: know how to give as little as possible

Knowing how to make concessions by demanding something in return is essential, but the aim is to make as few concessions as possible, and above all to do so sparingly and patiently...

The objective for the hunter is to gain ground on his adversary, little by little. A good salesman never gives up: like a skilled poker player, he doesn't play all his best cards at the start of the game.

There's nothing better than detecting your opponent's game by taking it one step at a time: in this way, the salesperson strives to defend his or her positions to obtain the best possible sales negotiation.

Giving in to the first objection means starting a negotiation backwards: the customer will take advantage of the opportunity to demand other benefits, having identified an "easy prey".

That's why you need to know how to deal with objections, to be conciliatory at times, but to demand something in return, and to know how to back off in a calculated way, keeping in mind your possible negotiating margin.

Tip 7: Keep control of the negotiation

Some managers digress in the course of a conversation, either to "drown out the fish" and make you forget the consideration you have requested, or simply because they are very talkative.

You can take advantage of this to create a degree of closeness and reinforce a climate conducive to negotiation (we're all human, after all), but you mustn't linger and gently refocus your interlocutor on the main subject of your exchange.

An excellent salesperson leads the negotiation, not undergoes it. He or she guides the customer to where he or she wants to go, which means listening and making him or her talk to understand and identify what's important to him or her, and then negotiating to his or her advantage.

To deal with aggressive behaviour and ease the sometimes palpable tension, we recommend :

• Stay calm,
• remain courteous,
• and even invite the other person to take a break over a cup of coffee.

There's no need to make yourself ill: just ask the person what they're upset about.

You'll gain a better understanding of his or her behavior, and the other person will notice your ability to listen and your willingness to resolve points of disagreement, making it easier for him or her to calm down.

Tip 8: Pause a point of disagreement

Are you dealing with a difficult customer who won't give up? Is the customer demanding too much on price, and unwilling to give up anything in return?

Don't remain at an impasse: offer to make a note of the point and come back to it later.

By getting to know your counterpart, you can identify other opportunities that will enable you to return to negotiate the initial point of disagreement with a solution that satisfies both parties.

✅ Example of a successful commercial negotiation:

• the customer demands a price that is much too low;
• the salesman suggests putting this point of negotiation "on hold" and promises to come back to it later;
• during the negotiation, the sales assistant realizes that the customer is having problems with his stock of goods, and that his suppliers don't always deliver on time;
• the seller seizes the opportunity to offer the buyer a better price in exchange for an exclusive contract on the goods; this contract commits the selling company to delivering the quantity of goods within the agreed timeframe;
• the buyer sees a concrete solution to his problems and accepts the proposal;
• both seller and buyer have made a good deal.

Tip 9: Don't waste time with a customer who doesn't want to know anything

You've tried everything, you've been patient, you've listened to your customer's expectations and made several mutually beneficial proposals, but your contact doesn't want to know anything.

It's rare for a prospect to want to win on all counts, or to be dishonest or act in bad faith, but it can happen.

In such cases, it's best to cut the sales meeting short: you won't sell, except at a loss.

Some prospects are customers to be avoided: they won't make any concessions or give anything in return. They may even ask whether they really want to do business.

The better prepared a salesperson is, the quicker he or she will detect this type of customer.

This shouldn't be seen as a failure, but as a waste of time that should be kept to a minimum, so that you can focus on customers who are really worthwhile.

Tip 10: Close the deal with a written, signed contract

Seller and buyer agree on all the terms of the negotiation. The closing of a sale must result in a contract that commits the customer and the seller in writing: only a signed contract has any market value.

The seller must put down in writing all the elements and conditions that have been negotiated: words fly, writings remain.

Never put off signing a contract: you have to strike while the iron is hot. Your customer may try to renegotiate at a later date, even though he agreed with you at the first sales meeting.

So it's up to the salesperson to conclude the sale with a signed document that validates and sets out the terms of the commercial agreement.

The usual handshake comes only afterwards. It's also a good idea to say "thank you" to your contact for welcoming you and listening to you.

Make sure you've made a good impression: a customer's positive opinion is good for your company's image!

Sales negotiation in practice requires the use of high-performance tools: sales reps need solutions to centralize information within a shared customer file and to carry out personalized follow-up.

Sales development is more efficiently organized when information is shared with the entire sales team: CRM tools make sales reps more effective in their prospecting.

For example, the ultra-flexible, customizable EfficyCRM solution boosts the productivity of your sales teams with a host of sales process automation functions. Lead Scoring, customer repository and offer portfolio make it easy to manage all your customer cycles efficiently!

Not the right time to make an appointment with a customer? Enter a reminder in a month's time: you'll prospect that person at the right time!

Sales reps know at all times where they stand in the relationship with each customer, including :

• whether the prospect has become a customer,
• what they've bought,
• current orders,
• payments made,
• deliveries in progress,
• etc.

The secret of successful customer relationship management lies in alignment between the marketing and sales departments : based on the same information, prospects and customers receive personalized offers, and better-targeted sales proposals.

B2B sales negotiation: how does it differ from B2C?

B2B or B2C, we're still talking sales, but not at the same pace or with the same stakes. What changes? The cycle, the type of customer, the resources used, and above all... the way the sales negotiation is conducted.

In B2B

You're often dealing with several different people. You have to prepare each stage, adapt your sales pitch and sometimes even propose a customized solution for each department involved.

🎯 The aim is not just to close a deal, but to build a lasting commercial relationship. This means anticipating, understanding needs, concerns, and sometimes even the emotions behind decisions. In short, we adopt a solid strategy, move forward methodically and think long-term.

In B2C

It's often more direct. The salesperson talks to a single person, in a physical outlet or on a website. You get straight to the point, the commercial offer is clear, and the purchase is often made on the spur of the moment.

☝️ But be careful: this doesn't mean you should neglect active listening or persuasion. They're just different sales techniques.

To sum up:

• B2C : focuses on speed and efficiency,

• B2B: requires time, tools and thorough preparation to reach a win-win commercial agreement.

What tools are available for successful negotiation?

In a commercial negotiation, every detail counts: the initial contact, the proposal, the response... but also the resources used to facilitate each stage of the process. And there's a whole range of levers to help sales teams hit the bull's-eye.

Here are the essentials to integrate into your strategy:

• CRM: at the heart of customer relations, these platforms structure exchanges, centralize information and boost preparation before each sales meeting.

• Sales management solutions: they enable you to track each sales offer, calculate your negotiating margin, and steer your actions without wasting a second.

• Electronic signature modules: when everything's ready, you might as well get it done fast. These systems shorten lead times, avoid friction, and make closing the sale smoother (and faster).

• Sales aids: simulators, discussion guides, product or service sheets... anything that can structure the sales pitch and address the prospect's concerns.

And it's not just a question of saving time. These resources free up your mental space, refocus the person you're talking to on the customer, and enhance the quality of your exchanges. The result? Less improvisation and more value. ✅ Successful sales negotiation relies not only on the talent of the salesperson, but on your ability to prepare each negotiation phase with the right support.

See all software Customer relationship management

Conclusion on sales negotiation

Mastering commercial negotiation isn't just another skill to tick off on a CV. It's a winning strategy, a real lever for reaching a solid agreement, creating a lasting customer relationship, and above all, making the difference in a constantly changing commercial world.

By integrating the right sales techniques, rigorous upstream work, active listening and a good dose of adaptability, every salesperson can transform a simple discussion into a concrete result. Success doesn't happen by chance: it's based on a clear approach, a well-defined objective and an intelligently conducted negotiation process. In short, in business, if you know how to negotiate, you don't chase a signature: you reach an agreement. And that's anything but a detail.