We’re joined once again by Lisa Earle McLeod, renowned author of "Selling with Noble Purpose" and a global leader in purpose-driven business strategies. This time, Lisa dives deep into the transformative role that artificial intelligence is playing in negotiation strategy and tactics.

We discuss how AI is changing the sales game—not just by giving us better tactics, but by helping us see through our customers' eyes to uncover what truly matters to them.

Lisa shares fresh insights on crafting more effective negotiation approaches by leveraging AI to understand customer risks, uncover hidden pain points, and create compelling questions that drive value-based conversations.

Plus, she unpacks the do's and don'ts of using AI, highlights common pitfalls, and shares a real-world story of closing a challenging deal using these cutting-edge methods.

This episode is packed with practical advice on how to harness AI for more genuine, successful negotiations—while keeping the client at the heart of it all. 

Outline of This Episode

• [00:00] AI missteps in sales negotiation.
• [06:00] Customer-centric discovery emphasizes ROI by highlighting competitive consequences.
• [08:46] AI improves business strategy by generating unexpected, insightful questions.
• [11:52] Use AI as a nonjudgmental coach available anytime for negotiation advice.
• [15:11] AI communication dos and don'ts.
• [18:28] Lisa’s story of using AI to highlight the cost of inaction.

Rethinking How We Use AI in Sales Negotiation

AI tools have flooded the sales landscape, promising quick wins and smarter decisions. But, as Lisa warns, the way most sellers use AI can actually backfire.

Too many reps default to self-serving prompts—focused on expressing their own value or outshining the competition—instead of truly stepping into their client’s shoes. Instead, Lisa suggests using AI to uncover the risks, concerns, and goals that matter most to your buyer.

For example, rather than asking, “How can I win this deal?” prompt AI with, “What risks does my client face if they don’t act on my proposal?” or “What might the CFO of a large manufacturing company be worried about right now?”

By doing this, AI becomes a discovery partner—not just a generator of clever closing lines.

The Power of “Cost of Inaction” in Persuasion

Too often, sellers build polished ROI arguments, only to watch stakeholders do nothing. Why? Highlighting what a company could lose by standing still is often far more compelling than dangling the prospect of what they might gain. 

AI can be a powerful ally in quantifying and articulating these hidden risks. By prompting AI to brainstorm implication questions—“What happens if your competitors outpace you next year?”—sellers can stimulate genuine urgency within decision-makers.

It’s not about scare tactics; it’s about helping clients confront realities they may have overlooked, with the help of AI’s outside-the-box perspective.

Best Practices: Do’s and Don’ts for AI-Driven Negotiation

Harnessing AI’s power in negotiation requires more than clever prompts; it demands ethical considerations and a client-centric mindset. Lisa shares these essential ground rules:

Do:

• Start with the Client: Frame AI prompts around your buyer’s role, goals, and pains—not your own pitch.
• Unearth Strategic Goals: Have AI help uncover what truly matters to your client’s business, even if it’s unrelated to your product.
• Ask for Better Questions: Use AI to generate implication and discovery questions that go beyond the obvious, elevating sales conversations.

Don’t:

• Don’t Overshare: Never input confidential or proprietary information into public AI tools—treat them as you would social media.
• Don’t Be Self-Serving: Avoid focusing AI on “how to win” at the expense of the client’s needs—this erodes trust and effectiveness.
• Don’t Sound Like a Robot: Use AI’s polished language carefully. While it’s great for proposals, it can sound canned in conversation. Personalize and adapt its suggestions.

Transparency is also key. If you use AI to prepare, be open about it: “I put your profile into AI to think more deeply about your goals—here’s what came up. How does that resonate with you?” Such honesty builds authentic rapport.

Flipping the Script and Winning Deals

To prove the methodology, Lisa shares her own recent experience: her firm faced a client paralyzed by indecision—the status quo seemed easier than change.

By using AI to map out the tangible and long-term risks of doing nothing, and then presenting these “costs of inaction” back to the client, the conversation shifted. The client moved from hesitant to decisive, signing a high-value contract immediately.

The lesson? When sales teams use AI to spotlight what’s at stake for the buyer, outcomes transform. Sales negotiation isn’t just about tactics—it’s about deep discovery, empathy, and helping clients make the best decisions.

AI, when harnessed thoughtfully, amplifies a seller’s consultative skills. 

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• Lisa Earle McLeod on LinkedIn 
• Lisa Earle McLeod 

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Sales and leadership expert Peter Turley, known for his refreshingly honest, no-fluff approach to winning business.

After years of witnessing average sales behaviors and predictable negotiation tactics, Peter joins us on the show to share his unique perspective on what truly sets top performers apart: positioning yourself as the authority even before a negotiation begins. 

In this eye-opening episode, you'll hear Peter outline the distinct roles of strategy and tactics, reveal his powerful "quantification" approach for reframing the sales conversation, and demonstrate how inviting your buyer into the process can flip the entire negotiation dynamic in your favor.

With stories, humor, and actionable advice, this episode is packed with insights that could transform your sales game!

Outline of This Episode

• [00:00] Practical, no-nonsense sales strategies for effective results.
• [03:54] Being the authority puts you in a very strong negotiating position.
• [06:22] Using humor to move the relationship forward.
• [09:47] How to quantify your customer.
• [13:59] Leverage your customer's imagination for effective selling.

Strategy vs. Tactics: Knowing What Comes First

Tactics are what you do at the end, in the heat of the negotiation. Strategy is what you do before the negotiation starts, in Peter’s experience.

This sets the stage for a critical realization—well before conversation starts or prices are exchanged, the groundwork for negotiation success is laid.

Strategy is about positioning, credibility, and how the other side perceives you as you enter the negotiation. Tactics, in contrast, are the maneuvers and phrasing used in the moment.

The most successful negotiators invest early in strategic positioning, dramatically influencing their leverage once tactical discussions begin.

Average, Expert, or Authority?

Peter identifies three levels of professional perception: average, expert, and authority. Most salespeople operate at the “average” level, where they are easily compared on price and routinely undercut by competitors.

Moving up the value chain, “experts” are those with proven knowledge, but even they are not immune to comparison.

The gold standard, according to Peter, is becoming an “authority”—the definitive reference point whose insights reshape perspectives. “The experts need somebody to go to when they get stuck. The all-seeing eye. That person is called the authority”.

Authorities command higher pricing not by accident, but because industry recognition, conference presence, and demonstrated originality remove them from price-based comparisons.

When negotiating, authorities are rarely pressured to justify value; they become the benchmark others aspire to.

Confidence, Charm, and the Power of No

Peter’s unique approach blends humor and boldness. Faced with a client pressing for lower pricing, he famously produced a competitor’s business card and offered it as an alternative, positioning himself as above price haggling. 

This approach works, he emphasizes, only because of the deep groundwork laid over the years—authority, trust, and a portfolio of results.  Confidence in your value, combined with social intelligence, diffuses price objections and reframes negotiations around value.

Quantification in Sales

Moving beyond qualifying questions, quantification walks the client through the tangible, mathematical impact that a product or service could have on their business. By leading the customer to calculate and imagine the results—dollars added, profits multiplied—the discussion pivots from cost to potential gain.

What’s remarkable is how this approach shifts the negotiation dynamic. Instead of the salesperson battling for budget, the customer is internally motivated to find extra funds, sell the solution upward, and justify the value to themselves and others.

Value dwarfs cost, and the negotiation shifts to, “How can we make this happen?”

The Transformational Impact of Value-Based Negotiation

What Peter demonstrates is both simple and profound: negotiation success starts far before any price is discussed.

By positioning yourself as an authority and leading the client to quantify what’s really at stake, you turn negotiations from adversarial price haggling to value creation partnerships. 

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On the show this week, Dr. Christopher Meyer, author of "Settle for More" and one of the Global Guru's Top 30 Thought Leaders in Negotiation for 2025, shares his expertise on the critical differences between negotiation strategy and tactics, and why a strong planning mindset is key to successful deals.

Chris breaks down his unique approach to negotiation—shifting from a traditional "win-win" mindset to focusing on how everyone at the table can truly gain. He shares his favorite negotiation tactics, the importance of preparation, and how to handle those infamous hardball negotiation techniques from buyers.

Additionally, Chris provides us with valuable dos and don’ts for negotiators and offers a memorable real-world example from his own high-stakes experience in the tech sector.

Outline of This Episode

• [00:00] Consider long-term strategy and adapt tactics to each negotiation based on your relationship.
• [04:22] Adopt a gain-focused mindset in negotiation for mutual benefits.
• [07:08] Spend 80% of your time on planning to ensure smooth negotiations.
• [10:12] Focus on building relationships and value, not just achieving quotas.
• [13:22] Mutually beneficial relationships require both parties to gain.
• [17:29] The breakthrough moment shifted Chris’s approach from adversarial to collaborative.

Beyond Win-Win—Negotiation with a Mindset for Gain

Negotiation lies at the heart of successful sales, but too often it conjures images of hard-nosed tactics, adversarial posturing, and zero-sum outcomes. 

One of Chris's most compelling messages is about the mindset underpinning successful negotiation. Instead of getting stuck in old “win-lose” or even “win-win” mentalities, he encourages negotiators to focus on mutual gain so that everyone in the room can gain. Negotiation, at its core, should be about finding ways for all parties to walk away recognizing value, making the process constructive, not combative. This sets the stage for strong, lasting business relationships. When both sides gain, collaboration and repeat business become far more likely.

Favorite Tactics: Trade Offs, Value Creation, and Contingencies

With the right mindset in place, tactical execution becomes nuanced and effective. Chris shares his three preferred tactics:

• Trade-Offs: Look for opportunities to give the other party a gain in exchange for something valuable in return.
• Value Creation: Identify and offer unique, specific benefits in the negotiation that can enhance the outcome for all.
• Contingencies: Structure deals so that additional benefits are provided if the counterpart reciprocates—making negotiations dynamic and adaptable.

These approaches move beyond bargaining chips and price discussions; they’re about co-creating solutions that satisfy both parties’ core interests.

Planning is the Unsung Hero of Negotiation

A recurring theme in the podcast is the overwhelming importance of planning. Chris advocates for an “80/20 rule,” encouraging negotiators to spend 80% of their time preparing and only 20% executing. Deep preparation isn’t just about knowing your own needs, but also anticipating the objectives and potential moves of your counterpart. Thorough planning means you’re never blindsided by tough questions or aggressive tactics, and you’re positioned to create and communicate value confidently. 

When it comes to those famously tricky buyer tactics—take-it-or-leave-it offers, extreme anchoring, and last-minute demands, Chris' advice is twofold: first, be prepared (so you spot them coming), and second, show grace. Rather than meet aggression with aggression, view these moves as products of outdated training and use the opportunity to steer negotiations toward collaborative problem-solving.

Chris’ Do’s and Don’ts for Better Negotiations

Chris offers a succinct checklist for sales professionals:

Do:

• Ask Questions & Be Curious: Seek to understand before seeking to be understood
• Develop Value: Bring as much as you can to the table
• Ensure All Parties Benefit: Winning together encourages long-term success.

Don’t:

• Don’t Lie: Honesty fuels trust
• Don’t Obfuscate: Clear communication prevents misunderstandings
• Don’t Threaten: Ultimatums close minds and kill creativity

When both sides are focused on gain—and negotiators put in the work to prepare, ask, and listen—outcomes exceed expectations. For anyone in sales, the path forward is clear: trade old mindsets for a commitment to curiosity, collaboration, and planning, and you’ll champion not just your own success, but the reputation of the entire profession.

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• Christopher Meyer | Hankamer School of Business
• Meyer Negotiation  

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I welcome back renowned persuasion expert and bestselling author Jay Heinrichs. Jay, widely celebrated for his book “Thank You for Arguing,” returns to share insights from his latest book: “Aristotle’s Guide to Self-Persuasion: How Ancient Rhetoric, Taylor Swift, and Your Own Soul Can Help You Change Your Life.”

Jay dives into the personal journey that inspired the book—a year-long experiment where he applied the classical tools of rhetoric not just to business or negotiation, but to overcoming his own struggles with motivation, self-doubt, and a significant physical setback.

Using a daunting mountain-running challenge as the backdrop, Jay explores how reframing your internal dialogue and negotiating with your mind and body can lead to surprising breakthroughs, both professionally and personally.

Outline of This Episode

• [03:41] How Jay improved his negotiation skills through personal adversity.
• [07:04] An overview of mastering negotiation skills overview.
• [10:22] Honing negotiation skills while coping with chronic pain and limited mobility.
• [15:37] Evaluate desires vs. needs, question materialism, and align actions with one's true self for self-worth and persuasion.
• [19:04] Ancient Greeks explored self-dialogue, changing negative self-talk, and reframing thoughts can improve one's mindset.
• [23:32] Mind training is the practice of convincing your body to go beyond its perceived limits.

The Art of Persuading Yourself

After years spent teaching organizations how to persuade, he was challenged to turn those tools inward during a period marked by low motivation, self-pity, and a debilitating physical ailment. Jay explains how much harder it is to separate yourself as a negotiator and client when you are both the persuader and the persuaded.

Inspired by Aristotle’s teachings and his desire for change, Jay embarked on an experiment: Could the classical tools of rhetoric, updated for the modern age, help him overcome deep-seated doubts and achieve what seemed impossible?

The Self-Persuasion Experiment

The crux of Jay’s journey was a literal mountain—Mount Moosilauke in New Hampshire, an Olympic training ground with a 3.7-mile run and a 2,800-foot elevation gain. At nearly 58 years old, told by doctors he might never walk again, Jay set a goal to become the first person over 50 to “run his age” up the mountain, climbing it in fewer minutes than his age in years.

The process was nothing short of transformational. It demanded significant lifestyle changes: losing an eighth of his body weight, training for hours each day, giving up alcohol, and enduring a groundbreaking (and painful) medical procedure.

As he struggled to reach his goal, Jay leaned on rhetorical strategies—not just to stay motivated, but to redefine his relationship with challenge, pain, and self-doubt.

Reframing Reality Through Rhetoric

One of the episode’s standout lessons is the power of “reframing”—a quintessential rhetorical move. Jay describes how hyperbole, often dismissed as mere exaggeration, can become a tool for motivation: “What if you can believe in throwing something beyond yourself and then chase after it like a dog after a ball?”

In this way, ambitious (even seemingly impossible) goals can become motivational hyperboles, stretching our perceived limits and moving us beyond inertia. He also draws from Aristotle’s lesser-known work, On the Soul.

Here, the concept of the “ideal self” or “soul” becomes the internal audience you must convince. The three classical elements of ethos—craft, caring, and cause—become the benchmarks of persuasion, not just with others, but with that idealized version of yourself.

Negotiation as a Daily Practice

Whether you’re persuading a client, navigating a difficult deal, or pushing your limits in training, the process is the same: a series of negotiations with your goals, excuses, fears, and aspirations.

Jay’s year of self-persuasion wasn’t about achieving physical greatness; it was about discovering happiness and gratitude, negotiating, ultimately, for a better relationship with oneself.

Watts highlights the universal nature of this lesson, referencing cinematic moments of grit and perseverance, and reminds us that the real challenge is not just winning the deal, but winning yourself over, again and again.

Resources & People Mentioned

• Peter M. Loescher, MD 

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• Jay Heinrichs 

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Drawing from over three decades of experience coaching high-stakes deals, my guest on the Sales Reinvented show, Jim Camp Jr., shares how the Camp System helps organizations avoid unnecessary compromise while improving their negotiation outcomes. 

He unpacks the key differences between strategy and tactics, reveals his go-to approach for handling emotionally charged negotiations, and explains why internal alignment and embracing problems are critical for successful outcomes.

He also discusses the importance of planning, emotional control, and treating your counterpart with respect—even permiting them to say no.

Outline of This Episode

• [05:49] Plan each negotiation, focus on understanding the opponent, modify goals, and respect their right to veto to lower emotions
• [07:33] Planning provides a systematic approach and emotional edge despite unexpected challenges
• [10:51] Understand the client's needs, budget, and decision-making process before presenting.
• [15:29] Don't fear last-minute offers or rejections; they're preferences, not decisions.
• [17:07] Focus on uncovering the true motivations behind procurement negotiations.
• [20:44] Focus on addressing the client's vision, budget, decision-making, and challenges for a deal that finalizes naturally.
• [25:16] Challenge and adapt your sales behavior for improvement.

Why Systems Outperform Gut Instincts

One major theme Jim emphasizes is the value of a systematic approach. The Camp System of negotiation, developed by Jim Camp Sr., has shaped negotiation successes for decades. Why does systemization matter so much in high-stakes negotiations?

It all comes down to emotional control. “The higher the stakes, the more emotional both sides become,” Jim points out. A clear framework keeps you focused, reduces the risk of irrational decision-making, and helps you recover when negotiations veer off course. Key elements include:

• Framing the right mindset before you enter the negotiation.
• Methodically planning every meeting and communication.
• Debriefing after each interaction to assess what worked and what needs adjustment.

This careful planning doesn’t eliminate surprises, but it ensures you’re better equipped to handle them as they arise.

Top Negotiation Tactics That Build (Not Break) Trust

While Jim pushes back on the idea of “leverage” as a goal, he offers three core tactics that foster trust and effectiveness:

• Internal Alignment: Before any negotiation starts, make sure your own team is unified in objectives and understands what success looks like.
• Iterative Planning: Don’t treat negotiation as a single event. Plan each conversation with the other party’s motivations and decision-making process in mind.
• Respect the Right to Veto: Openly acknowledge your counterpart’s right to say “no.” Paradoxically, this lowers tension, builds trust, and leads to more honest discussions.

This approach is not just respectful but also strategic. When clients feel safe to say no, they’re less defensive and more open to exploring mutually beneficial solutions.

Why Planning and Emotional Control Are Negotiation Superpowers

Jim draws on his experience as a military aviator to illustrate the importance of planning under pressure. Whether flying a mission or working triage in an ER, a systematic approach helps teams stay calm when the unexpected happens.

Planning isn’t just about tactical prep—it’s fundamentally about emotional regulation. Knowing what you’ll do in a variety of scenarios (“What if they say yes? What if they say no?”) keeps you grounded and flexible.

This matters because decisions are made primarily on emotion, rather than logic, in up to 96% of cases, according to Nobel laureate Daniel Kahneman.

Common Negotiation Pitfalls—and How to Avoid Them

Too often, sales professionals jump into demos and presentations before ensuring they’re speaking to qualified decision-makers about the real problems.

Jim suggests a disciplined approach: We have to uncover what issues or challenges matter most to the client, confirm they have the budget and authority to close a deal, and finally resist the urge to “present” too early—focus first on listening and diagnosing.

Aggressive tactics from buyers—like last-minute demands or “take it or leave it” statements—are usually emotional moves, not real decisions. Instead of reacting defensively, seek to understand the underlying reasons for resistance.

Four common causes: lack of perceived value, insufficient data, lack of authority, or simple bluffing.

Putting the System to Work

Jim shares a case study from his own background, of when a large auto dealership shifted from the usual high-pressure sales to a respectful, client-focused system, their sales and referrals soared.

Giving clients permission to say “no” and centering the experience around their needs earned the dealership trust and loyalty, resulting in lasting success. Jim is always striving for self-improvement: “Challenge your current behavior.

Don’t settle for the status quo. Adopt a system, whether it’s ours or someone else’s, and keep iterating.”

By focusing on honesty, respect, and disciplined preparation, sales professionals can elevate negotiation from a dreaded experience to a proud profession—one that benefits both buyers and sellers alike.

Resources & People Mentioned

• Daniel Kahneman

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• Camp Negotiations 

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Dr. Greg Williams—a globally recognized negotiation and body language expert known as the “Master Negotiator.” He joins me on the show to share insights from over 30 years of experience and his Harvard training.

We discuss the importance of meticulous planning and how to recognize and counter aggressive negotiating maneuvers. Dr. Williams shares real-world examples—from complex business deals to high-pressure hostage situations—highlighting the power of adaptability, reading nonverbal cues, and understanding motivation in every negotiation.

Packed with actionable advice and memorable stories, this conversation is designed to empower you to approach every negotiation with confidence and integrity.

Whether you’re facing internal politics or tough procurement professionals, Dr. Williams’ expertise will inspire you to refine your negotiation skills and achieve win-win outcomes.

Outline of This Episode

• [03:16] Negotiation tactics vary based on context and goals, requiring adaptability in approach and tone

• [07:59] Strategies to use in internal conflict in negotiations 

• [11:16] Use questions to assess if demands are genuine or a negotiation tactic

• [13:27] Take note of background information for future leverage

• [17:56] How a hostage situation involving a father with a gun to his son's head was resolved by a body language expert 

• [20:19] You're always negotiating—what you do today influences tomorrow's activities

Closing in High-Stakes Sales Deals

A common misconception is that negotiation strategy and tactics are interchangeable. Dr. Williams clarifies the distinction: strategy is the guiding plan you lead with, while tactics are the tools you use to implement that strategy. Tactics support, build upon, and adapt to your strategy as the negotiation unfolds.

For example, if your strategy is to make the opposing party feel valued and appreciated, a logical tactic might be to extend an unexpected, thoughtful gift. This gesture utilizes the power of reciprocity—people tend to give back when they receive, which can open the door to more concessions and a friendlier negotiation environment. 

Building Adaptive Negotiation Strategies

No two negotiations are the same, so an effective negotiator remains flexible and tailors their approach to the unique personalities, organizational goals, and circumstances involved.

Confidence, amenability, assertiveness, or neutrality—each can be powerful, but only when used at the right moment.

Reading the room and even modulating your voice are subtle yet powerful indicators that shape the dynamics at the negotiation table.

The Crucial Role of Preparation and Planning

“Planning is everything,” Dr. Williams insists. Entering a negotiation underprepared puts you at a sharp disadvantage. Effective negotiators plot out “what-if” scenarios, establish mile markers to track progress, and construct exit strategies in case the deal veers off-course.

Preparation also means looking inward—evaluating your objectives and the motivations of all stakeholders at the table. Dr. Williams highlights how, in complex sales involving multiple internal divisions, misaligned teams can be their own worst enemy, sometimes negotiating harder with each other than with the external party.

Internal alignment through clear objectives, information sharing plans, and even mock negotiations helps ensure the team is unified and prepared for whatever the other side brings.

Recognizing and Countering Aggressive Tactics

Professional procurement negotiators often deploy aggressive moves like last-minute demands or “nibbling” for additional concessions at the end. Dr. Williams advocates assessing the true intent and long-term value of the deal before reacting.

By calmly asking probing questions—such as “Why do you need that?”—the negotiator can reveal whether these are genuine concerns or just red herrings designed to extract further concessions.

Information gained during these exchanges is invaluable. As Dr. Williams demonstrates through a mock scenario on the podcast, even casual comments about personal or organizational motivations can be leveraged in future negotiations.

Top Dos and Don’ts of Negotiation

Dr. Williams also shares his top three negotiation dos:

• Never confuse lack of preparation with being prepared. Enter with your facts, scenarios, and exit plans in hand.
• Seek to understand motivations. Every party brings hidden drivers to the table—learn them before negotiating.
• Don’t assume a verbal agreement is the end. Post-negotiation follow-up is crucial to ensure all parties stay committed.

Conversely, avoid entering deals blindly, neglecting to clarify the other party’s interests, and failing to validate the agreement after the negotiation ends. 

As Dr. Williams recounts from his own challenging experience negotiating a hostage situation, the most effective negotiators blend empathy, preparation, and adaptability.

Whether a life-or-death standoff or a multi-million dollar business deal, the underlying principle remains: leverage your value by viewing every interaction as part of an ongoing negotiation.

The best negotiators plan, listen, adapt, and always look for the motivations that move the deal forward.

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• The Master Negotiator 

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In this episode, I sit down with Chris Krause, a seasoned supply chain executive with more than 30 years of experience in procurement, change management, and organizational restructuring. We get under the skin of negotiation strategy and tactics—exploring everything from the difference between planning and action to the essential role of data, preparation, and goal alignment in high-stakes deals.

Chris shares his proven rule of thumb for negotiation preparation, his top tactics for gaining leverage, and invaluable advice on handling aggressive negotiation moves. He also tells an illuminating real-world story, highlighting the importance of transparency, open communication, and mutual respect—even when negotiations get tough. 

Outline of This Episode

• [03:23] Chris’s top three negotiation tactics.
• [05:25] Focus on goal alignment before pitching to understand client needs.
• [07:31] Complex negotiations require goal alignment and multiple rounds to achieve the best outcome.
• [09:58] Win-win scenarios in negotiations ensure long-term relationships and prevent future conflict.
• [12:19] Keeping communications and dialogue open.

Distinguishing Strategy from Tactics

Understanding the foundation of successful negotiation begins with clarity on terms. Chris Krause highlights a crucial distinction: strategy is your overarching plan, crafted before the negotiation starts, while tactics are the actions employed during the negotiation itself.

Strategy is about setting your objectives, outlining concessions, and knowing your limits. It includes data gathering, goal setting, and scenario planning.

Tactics come into play at the negotiation table—your body language, the way you present your case, and how you respond to offers. Whether negotiating face-to-face, walking side by side, or even over casual conversation, tactics are the tools used to achieve the strategic goals you’ve set.

The Power of Data and Preparation

Before any high-stakes meeting, Chris’s go-to strategy is to amass as much data as possible—not just about his own position, but about the other party as well. This includes:

• Market studies: Understanding where the product or service sits within the broader landscape.
• Internal cost/benefit analysis: Knowing your bottom line and what you can afford.
• Budget cycles (on both sides): Are you or your partner under financial pressure? Has there been a recent company shakeup or market shift?

Armed with this knowledge, negotiators move from a position of power, specifically, the power that comes from knowledge. Chris advocates a “five to one” rule: for each hour of negotiation, spend at least five hours preparing. This encompasses scenario planning, identifying must-haves vs. nice-to-haves, and determining both concessions and firm asks. In his words, "Planning, preparation, and positioning" are the three Ps of negotiation excellence.

Top Tactics to Gain Leverage

Chris shared his three favorite tactics for gaining leverage in challenging deals:

• Cost Analysis: Establish a baseline of what the product or service should cost, based on robust data.
• Competitive Market Analysis: Ensure you understand current market pricing so you can position your offer competitively.
• Partner Analysis: Dive into your counterpart’s fiscal health—knowing if they are under pressure to close deals or expand markets can open the door for favorable terms.

He refers to this comprehensive approach as his “trifecta” for negotiation success.

The Secret Sauce in Complex Sales

One of the most valuable strategies in complex negotiations is what Chris calls “goal alignment.” Rather than rushing into a pitch, engage first in an open conversation to establish what both sides need to achieve. Are they solving a quality issue? Chasing cost savings? Seeking a new technology?

Especially for salespeople, Chris warns against focusing solely on your own objectives. Self-centered pitches quickly turn off experienced negotiators. Instead, understanding and aligning with the buyer’s business priorities sets the stage for trust and long-term partnership.

Countering Aggressive Tactics and Building Trust

High-stakes negotiations sometimes involve aggressive tactics—last-minute demands, take-it-or-leave-it offers, or extreme anchoring. Recognizing these moves is part of the game, but Chris emphasizes sticking to your strategy and being prepared for multiple rounds of negotiation. Rarely, he says, is a one-and-done deal the most fruitful.

Mutual respect and keeping communication open, even when emotions run high, are vital for coming through tough spots and ultimately reaching an agreement.

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• Chris Krause on LinkedIn 

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My guest this week is negotiation futurist, bestselling author, and top-ranked negotiation expert Tim Castle. Tim is the founder of Negotiators Edge Training Academy and author of “The Art of Negotiation” and “The Momentum Sales Model.” 

Tim shares his most effective approaches to high-stakes negotiation, focusing on value creation, building trust, and leveraging the Best Alternative to a Negotiated Agreement (BATNA). He also reveals his favorite negotiation tactics, including creating urgency, holding firm with clarity, and operating from a mindset of abundance (not needing the deal).

We also discuss the critical role of planning, how AI tools can supercharge your preparation, and why emotional intelligence is every modern negotiator’s secret weapon.

Outline of This Episode

• [04:11] Understand BATNA to leverage deals by controlling emotions and fostering collaboration without appearing manipulative.
• [07:08] Be creative and clear in negotiation; hold firm on your value to persuade and influence effectively.
• [11:49] Use AI to research and prepare by understanding counterparts' backstories, challenges, and market trends.
• [14:48] Crystal is an AI tool that analyzes LinkedIn profiles to predict communication styles and offers tips for effective interaction.
• [17:58] Consistent integrity and champion-led negotiation empower internal advocates to overcome organizational hurdles and drive deals forward.
• [20:34] Guide clients through open questions to uncover pain points collaboratively, ensuring they buy into the process and solutions.
• [28:30] Value-based positioning and champion-led negotiation ensure long-term collaboration and significant value creation.
• [30:14] Strategy gets you in; tactics let you own the situation. Maintain a winning mindset to achieve the best outcomes.

The Missing Link in Sales Success

Strategies are the big-picture, macro gameplans: they define your end-goal, set your direction, and inform every subsequent decision. As Tim puts it, “Strategy is where you want to go, your desired outcome.” Maybe it’s nurturing a long-term partnership, building a multi-phase offering, or expanding the pie in an integrative negotiation.

Tactics, on the other hand, are your in-the-moment moves. They’re the practical tools—like anchoring price, mirroring, labeling, or using the “give-get” concession model—that support your strategy and help you adapt as the conversation unfolds. The magic, Tim explains, happens when you intentionally align your tactics with your overarching strategy, rather than just reacting or trying to “win” the moment.

The Heart of Effective Negotiation

At the core of Tim’s approach is the idea that negotiation isn’t about extraction—it’s about value creation. The whole goal of negotiation is about value creation, he emphasizes. Instead of distributive “win-lose” thinking, Tim advocates for integrative negotiation, which seeks to expand the pie and foster collaboration for mutual gain.

Knowing your BATNA (Best Alternative to a Negotiated Agreement) is essential here. When you’re clear on your alternatives, you can negotiate free from neediness and emotional intensity, giving you the space to truly listen, build trust, and co-create solutions with your counterpart.

Trust-building is Tim’s “single biggest competitive advantage” in an AI-driven world. Even as automation and scripts proliferate, genuine human connection and credibility remain irreplaceable.

Tim’s Favorite Tactics

Tim shared his top tactics, each rooted in psychology and practical experience:

• Creating Urgency: By making your offer time-sensitive, you amplify its perceived value, countering commoditization and focusing the buyer’s attention.
• Not Needing the Deal: When you approach negotiations from a place of abundance (thanks to a healthy sales funnel), you have the flexibility to be creative, collaborative, and less reactive, leading to better deals and relationships.
• Clarity and Holding Firm: Clearly communicating your value and holding firm helps set boundaries, project confidence, and persuade the buyer of your worth.
• Vision of the Future (Bonus): Focus on positive, long-term outcomes to keep the conversation optimistic and to reduce emotional tension.

The Power of AI and Human EQ

Preparation is a non-negotiable for high-stakes deals. Tim recommends leveraging AI to research your counterpart’s background, understand market forces, and tailor your approach. Tools like DISC profiling—and platforms like Crystal Knows—can help you anticipate behavioral styles and communicate more effectively.

Tim also emphasizes role-playing and exposure therapy as ways to build comfort and resilience when stakes (and emotions) run high. Ultimately, fusing AI with emotional intelligence (EQ) is a winning combination for modern negotiators.

Resources & People Mentioned

• Books by Tim Castle 
• Crystal Knows AI 

Connect with Tim Castle

• Tim Castle 

Connect With Paul Watts 

• LinkedIn
• Twitter 

 

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This week on the show, Marit Chervier de Ruiter brings her expertise in combining commercial structure with psychoanalytical principles to help businesses achieve long-lasting results in negotiation and sales.

We dig into the critical differences between negotiation strategy and tactics, Marit shares game-changing tips for high-stakes negotiations, and how to cultivate stronger, more collaborative relationships with clients.

She also shares her top dos and don'ts in negotiation and offers a real-world example of navigating a challenging deal with grace and success.

Outline of This Episode

• [00:00] Build value step-by-step in negotiations to create stronger long-term relationships.
• [05:33] Know your audience, predict reactions, and stay agile.
• [06:48] Choose negotiation strategy based on relationship: competitive for one-off deals, collaborative for long-term relationships.
• [12:03] Be cautious about sharing too much information in negotiations to prevent the other party from using it against you.
• [10:13] Marit’s top three negotiation dos and don’ts.
• [13:44] A real-life scenario where Marit’s informal strategy resets the negotiation tone.

Strategies and Tactics for High-Stakes Sales

Your strategy is your overall plan: the “why” and “what” behind your negotiations. It’s about defining your end goal and determining the outcomes you hope to achieve. Tactics, on the other hand, are the practical steps and techniques you employ during the negotiation—the “how” that helps implement your strategy.

Marit brilliantly uses the analogy of the board game Risk. Your strategy might be to conquer the most territories in Asia, but your specific moves—where to place armies, which battles to pick—constitute your tactics. This symbiotic relationship between strategy and tactics is at the heart of effective negotiation.

Incremental Value Creation as a Powerful Negotiation Strategy

When entering high-stakes deals, Marit’s go-to strategy is incremental value creation. Rather than rushing in to claim as much as possible, she advocates for building value collaboratively and step by step. This approach aims to expand the “pie” for all involved, rather than fighting for the largest slice of a smaller one.

Incremental value creation doesn’t just lead to higher deal outcomes—it also lays the groundwork for strong, long-term relationships. As Marit notes, being able to foster trust and collaboration through this approach is just as important as the immediate value of the deal itself.

Tactics for Gaining Leverage in Complex Deals

Marit’s experience has equipped her with three favorite negotiation tactics that consistently deliver results:

• Giver’s Gain & Reciprocity: By giving value upfront, you trigger the powerful psychological principle of reciprocity. When you offer something, the other side is often compelled—sometimes unconsciously—to give in return.
• The Power of Silence: Marit emphasizes that listening is critical. Silence can be uncomfortable, leading others to fill the gap with information. The insights gained from simply listening can be incredibly valuable in steering negotiations.
• Never Go Alone: In high-stakes negotiations, going as a team allows you to multitask during meetings—you can observe nonverbal clues, take notes, listen attentively, and strategize in real time. Solo negotiators simply can’t do it all; teamwork is a tactical advantage.

Collaborative vs. Competitive Approaches

Marit highlights the importance of tailoring your negotiation strategy to the context. If you’re pursuing a one-time transaction, a more competitive stance may suffice. But if you’re aiming for a long-term relationship, collaboration and value creation take precedence.

However, what if your counterpart takes a competitive approach despite your collaborative intentions? Marit’s advice: acknowledge the approach, reset the tone, and strive to steer the discussion toward shared value rather than mere positional bargaining.

Marit wraps up the episode with a real-world example: facing a key client who violated a contract but remained strategically vital. Instead of severing ties, her team reset the relationship through informal conversation before formal negotiation, split roles as “good cop, bad cop,” and found a mutually acceptable solution. The outcome? A salvaged relationship and a creative, trust-based agreement.

Connect with Marit Chervier de Ruiter

• Marit Chervier de Ruiter on LinkedIn 

Connect With Paul Watts 

• LinkedIn
• Twitter 

 

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Sean Sidney is known for his original negotiation concepts like "logic levers," the "persuasion sandwich," and "Bluff-4," and has trained more than 8,000 professionals to secure better deals and deliver real business value.

I’m talking to Sean this week all about how procurement pros gain leverage in even the most high-stakes deals. Sean generously shares his favorite tactics, including how to use threats respectfully, the power of emotional acceptance, and the strategic application of logic levers.

Whether you’re in sales or procurement, Sean’s actionable, relatable insights will help you navigate challenging negotiations, avoid common pitfalls, and forge better business relationships.

Plus, you’ll hear real-world stories from Sean’s own career, practical tips to recognize and counter aggressive negotiation moves, and the essential dos and don’ts that every negotiator should live by. 

Outline of This Episode

• [05:52] Emphasize emotion in persuasion: connect emotionally, be respectful, wrap emotional appeal around threats, and use logic to justify decisions.
• [07:11] Strategize to unsettle competitors and align sales for the best deal.
• [12:25] Focus on win-win negotiations by trading asymmetric variables to maximize value.
• [14:15] Collaborative negotiation involves sitting side by side to achieve mutual success.
• [18:54] Appreciate negotiating tips; emphasize quid pro quo strategy.
• [23:14] Understanding stakeholders' drivers and using backdoor selling effectively can influence decisions.

Mastering Negotiation in Sales and Procurement

At the foundation of effective negotiation lies a clear understanding of the difference between strategy and tactics. Sean Sidney succinctly explains:

• Strategy is the overarching plan designed to achieve a specific objective.
• Tactics are the specific actions or maneuvers employed to implement that strategy.

For instance, a buyer’s objective might be to reduce costs. The strategy could range from developing new suppliers to collaborating for value creation. Tactics are then the moves—such as employing “logic levers” or persuasive messaging—that bring the chosen strategy to life.

The Power of Gaining Leverage

Sean’s go-to negotiation strategy, especially in high-stakes procurement deals, is to gain leverage. Leverage puts pressure on the other party to make concessions without having to give away value early. While it can seem aggressive, Sean emphasizes that this approach can be effective in both win-win and win-lose scenarios, provided you use the right tactics and maintain respect for the relationship.

However, leverage isn’t about domination. Leverage, when used with progressive and collaborative tactics, creates the opportunity for both parties to get their share of the “pie”—even when that pie grows through collaboration.

The Persuasion Sandwich

So, how do you gain and apply leverage without damaging long-term relationships? Sean introduces three core negotiation tactics, ultimately wrapped into what he calls the Persuasion Sandwich:

• Action Consequences (The “Threat”): This is where you clearly articulate the consequences of non-action, e.g., “We can’t supply you unless the price increases.” While the term “threat” might sound harsh, it’s simply drawing clear boundaries.
• Emotional Acceptance: To prevent escalation or defensiveness, frame tough messages with empathy and respect. “I’d love to work with you, but due to our costs, we can’t lower our price further.” It’s about being hard on the issue, soft on the person.
• Logic Levers: Make your position believable and credible. Use logic by highlighting your worth as a partner, creating a sense of competition with others, or subtly shifting value focuses to place the other party off balance. These levers (us, others, them) make your persuasive message more convincing.

By blending these elements, the persuasion sandwich becomes a sophisticated yet non-confrontational way to negotiate assertively without alienating your counterpart.

Harnessing Preparation and Recognizing Tactics

One of Sean’s golden rules is that preparation is everything. He advocates spending 80% of your effort preparing—analyzing your own and your counterpart’s position, planning your moves, and developing tradeable concessions. Even the most skilled negotiators wish they had prepared more.

Understanding and countering aggressive tactics—like strong anchoring, “take it or leave it” offers, or last-minute demands comes down to anticipation and response. Recognize the move, re-anchor with confidence and logic, or be ready with a tradeable variable to maintain balance.

Sean distinguishes between two classic strategies:

• Win-Lose (transactional, competitive, price-focused)
• Win-Win (collaborative, value-focused, deals with asymmetric variables that provide differing value to each side)

While not every negotiation will veer toward true collaboration, building trust, focusing on shared objectives, and sometimes even shifting your “seating” position from face-to-face (competitive) to side-by-side (collaborative problem-solving) can move negotiations along the spectrum toward a win-win outcome.

Putting It All Together

Sean also shares a memorable story from his first week in a procurement role. By aligning internally with stakeholders and skillfully bluffing the supplier (using the persuasion sandwich), he secured a €200,000 saving, timely delivery, and stakeholder buy-in for future projects.

Sean's advice is to prepare meticulously, wield tactics thoughtfully, always trade and never move for free, and build genuine rapport. Whether you’re in sales or procurement, mastering both strategy and tactics, and knowing when to use each, will set you apart as a true negotiation hero. Remember, the best negotiators seek to win, but they also strive to grow the pie for everyone at the table.

Connect with Sean Sidney

• Become a Negotiation Hero by Sean Sidney 
• Sean Sidney on LinkedIn 

Connect With Paul Watts 

• LinkedIn
• Twitter 

 

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