9 RULES to SUCCESSFULY Negotiate
b2b Sales Contracts

I remember how nervous I was when I negotiated my first sales contract. I wasn't prepared, I didn't know what to say and I was scared to death to hear rejection. In the end, I signed the deal but it was a very unpleasant experience and I was exhausted. That day I promised to myself that I would never again find myself in such a weak position.

I spent years mastering the skill. With time I've realised that by preparing carefully and approaching negotiations with the right mindset, it can actually be a rewarding experience. Below are my 9 rules that will lead you to a winning result.

First things first, deliver the message in a negotiation that you are willing to find a workable pricing solution that will work best for both of you. This shows that you are there to work with the company, not against them.

A great phrase to use that demonstrates this fundamental includes:

This phrase uses affirmative language ('clearly keen'), emphasizes working together, and references your company and its policies to establish a framework for negotiation.

John F. Kennedy once said, "Let us never negotiate out of fear. But let us never fear to negotiate."

The fear that many feel when negotiating, especially with other businesses, often pressures them to make negotiations go as swiftly as possible. Otherwise, they feel that they will lose a potential contract or be seen as stubborn. In fact, rushing a negotiation can actually be more detrimental than taking your time.

Instead, take time to think during your negotiation. Moments of silence and contemplation give the impression that you are working hard to benefit your customers. A longer negotiation is not something to be feared; rather, it's a sign that the business and customer is being treated properly.

Of course, logic and reasoning cannot be forgotten. You can use reasoning by explaining exactly where the price you are mentioning is coming from, how you arrived at the price and why that price best serves you and your potential customer. Explaining these fundamentals of negotiation in a logical manner is one of the best forms of transparency with your customer.

Any successful business or businessperson knows this much to be true: good customer-service will always be the most important part of any business dealing. Without proper customer service, there will be very few, if any, contracts to be signed in the first place.

Therefore, it's imperative to emphasize how much you want an individual to become a customer by saying such phrases as listed below:

Fairness and limits in business go hand-in-hand, though they may initially seem to work against each other. This "push back" email, done after a few rounds of negotiations, finds the perfect middle ground between treating customers fairly while staying true to your company's limits:

Dear…

As you know, my priority is to find a mutually beneficial solution to establish a solid lasting relationship between our companies.

As much as I would love to offer you a lower price, I am limited by our company's pricing policy. The [ X]% discount I managed to get you is actually quite an achievement given that… I do realize and appreciate that you are looking at it from a different perspective. However, we need to meet somewhere in the middle. I hope you could reconsider our discounted proposals so that we can move forward with [benefits].

This tactic is easy to remember and just as important: you're not alone on your negotiation journey. If you do happen to come across a stump during the negotiation, don't forget the best excuse you can use: "I will do my best to get an approval." Even if you are a sole decision-maker, don't disclose it because by doing it you will limit your ground to manoeuvre. If you are a Chief Business Offer, mention CEO as a final approver. If you are a CEO, there is always the Board or investors who might limit your actions.

Who doesn't love extras, especially bigger companies? Extras make customers feel like they are getting a better deal, thanks to your willingness to give more than take. While offering extras is important, you should only offer something that doesn't cost you much but will add value to your customer to ensure that you are getting a good deal.

To do so, you can utilise this phrase:

As Harvard Business School states, "Without a deadline, negotiators are tempted to use stalling tactics, hoping to pressure the other side into giving in." No deadline may mean there may be no end in sight for any negotiation.

Therefore, using such phrases as, "If we give you this price, will you be able to sign by the end of the week?" does not leave room for any potential of stalling or putting off a potential deal.



Negotiating B2B sales contracts may initially seem overwhelming. Being prepared, using the right tactics that promote cooperation, fairness and respect while understanding the limits of both companies can make every negotiation a successful one.