There is a massive difference between "Selling" and "Negotiating."
Selling is about convincing the prospect that your solution solves their problem. Negotiating is about agreeing on the terms of that solution.
Most reps mix them up. They start offering discounts before the client has even agreed to buy. Or worse, they panic at the finish line and trade 20% of the deal value for nothing in return.
In 2025, buyers are professionally trained to squeeze vendors. To protect your margins, you need a plan. This guide covers 7 battle-tested sales negotiation strategies to help you defend your price without losing the deal.
Key takeaways
- Negotiate late. Never negotiate price until value is established. If you discount too early, you admit your price was arbitrary. Gartner: Negotiating With IT Services Vendors
- The "Give-Get" Rule. Never make a concession without asking for something in return. It signals that your value is real. PON Harvard: What Does Mutual Gains Mean?
- Emotion kills deals. Fear of losing the deal makes reps cave. Real-time AI guidance helps remove emotion by providing rational trade-offs instantly. HBR: Emotion and the Art of Negotiation
Table of contents
- Strategy 1: The "Give-Get" Rule
- Strategy 2: Anchor High
- Strategy 3: The "Flinch"
- Strategy 4: Silence (The Pause)
- Strategy 5: The "Authority" Deflection
- Strategy 6: Trade Non-Monetary Terms
- Strategy 7: Walk Away
- Why reps lose negotiations
- How Nomi fits
Strategy 1: The "Give-Get" Rule
This is the golden rule of B2B negotiation. Never give something away for free.
If a prospect asks for a discount, and you say "Okay," you have just taught them that your price is fake.
The Script:
"I can look into a 10% discount. But to do that, I would need to get the signature by Friday to include it in this quarter's forecast. Is that a trade-off you are willing to make?"
Strategy 2: Anchor High
The first number put on the table sets the gravity for the rest of the conversation. If you start with your "floor" price, you have nowhere to go but down.
Always quote list price first. Even if you know you will discount later, establishing the Anchor makes the final price look like a victory for the buyer.
This ties back to effective value selling—price must follow value.
Strategy 3: The "Flinch"
When a buyer asks for a discount, do not immediately check your spreadsheet. Pause.
React with mild surprise. "Oh. That is a significant ask."
This signals that their request is aggressive and lowers their expectation of a "Yes." If you reply too fast, it looks like the discount was pre-approved and easy to get.
Strategy 4: Silence (The Pause)
After you state your price or your counter-offer, shut up.
Rep: "The total investment comes to $50,000 per year." (Silence for 5 seconds)
The urge to fill the silence is overwhelming. Reps often say: "...but we can probably do $45k." You just negotiated against yourself. Let the buyer break the silence.
Strategy 5: The "Authority" Deflection
Sometimes, you need to buy time or depersonalize a "No." Use a "higher authority" (real or imagined) as the bad guy.
The Script:
"I personally would love to give you that price. But my Finance team simply won't approve a contract with that margin unless we increase the term to 2 years. Does a 2-year term work for you?"
Strategy 6: Trade Non-Monetary Terms
Price isn't the only lever. Before you cut revenue, try trading terms that cost you nothing but have value to the buyer.
Things to trade:
- Payment terms (Net 30 vs Net 60).
- Start date.
- Case study / Logo rights (Marketing value).
- Introduction to another division.
Strategy 7: Walk Away
The person who needs the deal the least has the most power.
If the terms are bad, you must be willing to walk. Paradoxically, showing that you are willing to walk away often brings the buyer back to the table with a reasonable offer.
This is the ultimate Closing Technique.
Why reps lose negotiations
They lose because of Cognitive Overload.
In the heat of the moment, you are trying to calculate margins, remember which discounts are approved, and manage the relationship. It is stressful.
Under stress, the brain defaults to the path of least resistance: "Just give them the discount so they sign."
How Nomi fits
Nomi acts as your Deal Desk in real-time.
- Live Discount Calculator: When price is mentioned, Nomi displays your approved discount tiers on screen.
- Trade-Off Prompts: If the buyer asks for 20% off, Nomi prompts: "Ask for a 2-year commitment."
- Battle Cards: Nomi surfaces the Objection Handling Script specifically for "It's too expensive."
You negotiate with the confidence of a VP Sales, because the logic is right in front of you.