How to react to buyers' negotiation tactics
Imagine that your salespeople are not intimidated by buyers’ negotiation tactics and know how to respond appropriately. Would that help your business grow?
In sales negotiation processes, buyers frequently use negotiation tactics to force sellers to lower the price without changing the offer of products and services, or to improve the offer of products and services without increasing the price, or a combination of both.
Buyers use these negotiation tactics both as end consumers (B2C) and as decision-makers involved in corporate purchasing processes (B2B).
By doing so, buyers attempt to improve the relationship between the value they obtain and the price they pay, which is
legitimate. On the other hand, sellers should do the same in the opposite direction, without ever giving up what is essential, namely satisfying client needs in a way that allows both parties to achieve mutual gains (win-win).
To better understand the meaning of value and price, see “The reasons why people buy” In short and simplified terms, value corresponds to the benefits for the client, while price corresponds to what the client has to pay for the purchase.
In the negotiation process, it is important to consider the client’s culture, which may be influenced by the culture of their country. In some cultures, lying is unthinkable for the buyer. In others, lying is a common practice as long as it delivers good results. It is essential to take this into account to respond appropriately to the various negotiation tactics used by buyers.
Price pressure negotiation tactics
There are some tactics aimed specifically at reducing prices, with the following variants:
- You must reduce the price because it exceeds our budget
The buyer intends to move forward but does not have sufficient budget. The seller should reduce the scope of the offer and lower the price or, if possible, spread the offer over time so that it fits into the budgets of subsequent years.
- You must reduce the price because we have better conditions
The buyer would like to move forward, but there are other sellers offering better conditions. The seller should first ask what “better conditions” means, whether it refers to value, price, or the relationship between value and price. In most cases, it will be because there are competitors with lower prices. The seller should therefore emphasize the value of his proposal, assuming that the value, or the value to price ratio, is superior to that of competitors. If price is decisive for the buyer, the seller should propose reducing the scope of the offer along with a price reduction or, if that is not viable, ask what price would allow him to win and make a final offer.
- You must reduce the price or we will talk to competitors
The buyer is not ready to move forward. The seller should begin by asking whether the issue is insufficient value, an unsatisfactory value to price ratio, or a high price. In most cases, it will be the last reason. The seller should then emphasize the value of his proposal, assuming that the value is far greater than the price. If price is decisive for the buyer, the seller should propose reducing the scope of the offer along with a price reduction or, if that is not viable, ask what price would allow him to win and make a final offer.
- You must give a discount
The buyer intends to move forward but wants a better price. The seller should react as in the previous situation.
- You must reduce the price to this amount (very low)
The buyer intends to move forward but wants a much better price. The seller should not be offended by the proposal for a drastic price reduction and should react as in the previous situation.
- Let’s split the difference
The buyer intends to move forward but wants a better price and uses their reference price to reduce the seller’s price by averaging the two. The seller should react cautiously because the buyer believes their proposal is fair and win-win. The concept of fairness does not apply in negotiations because there is no one to judge. However, the buyer feels they are making a major concession by accepting the purchase, even at a lower price than originally proposed. The seller should not give in, should acknowledge the buyer’s good intentions and then propose analyzing the facts to find a better solution, focusing on value for the client and on satisfying their needs, assuming that value is far greater than price.
- You must reduce the price because we will buy more from you in the future
The buyer intends to move forward but wants a better price and uses a pseudo-promise to achieve it. The seller should ask whether the buyer is willing to provide that guarantee in writing by including it in the negotiation terms. If the buyer cannot do so, which is the most likely outcome, the seller should propose reducing the price when the future purchase takes place.
Value pressure negotiation tactics
There are some tactics aimed specifically at increasing value, with the following variants:
- We can accept immediately if you make this last concession
The buyer intends to move forward but wants to increase value, meaning the scope of the product and service offer, without changing the price. The seller should not give in and should start by asking whether the issue is insufficient value, an unsatisfactory value to price ratio, or a high price. In most cases, it will be a secondary issue related to one of the first two reasons. The seller should therefore emphasize the value of his proposal and propose increasing the scope of the offer along with a price increase or, if that is not viable, ask what scope would allow him to win and make a final offer.
- We only want these components
The buyer intends to move forward with only some components of the offer. The seller should explain that the price is only valid for the full offer. For a subset, the price must be adjusted.
- We only want this quantity
The buyer intends to move forward with a smaller quantity of the offer. This is a variant of the previous tactic. The seller should explain that price varies with quantity and that a smaller quantity results in a higher unit price.
- We want these conditions included in the price
The buyer intends to move forward but wants to increase value without changing the price, for example by having better resources, better materials, better equipment, a shorter deadline, a better technical solution, or other conditions. The seller
should explain that changing the conditions increases value and therefore also increases the price.
- We want [this absurd] included in the price
The buyer intends to move forward but wants to drastically increase value without changing the price. The seller should not be offended or argue about the proposal. Instead, the seller should ask questions to demonstrate the absurdity or use silence, meaning looking at the buyer without saying anything until the buyer realizes the absurdity. After that realization, the seller should wait for the next proposal.
Pre-breakup negotiation tactics
There are some pre-breakup tactics, also known as bluffing, which are intended to threaten the collapse of the
negotiation to induce the seller to give in more easily and close the sale. These include the following variants:
- I don’t believe that (acting offended)
The buyer may or may not intend to move forward but wants to continue the negotiation. The seller should not be intimidated and should start by asking whether the issue is insufficient value, an unsatisfactory value to price ratio, or a high price. If the buyer does not respond and maintains the attitude, the seller should propose reanalyzing alternatives or, if necessary, suggest a temporary break.
- We cannot continue under these conditions
The buyer may or may not intend to move forward but is willing to end the negotiation. The seller should not be intimidated and should start by asking whether the issue is insufficient value, an unsatisfactory value to price ratio, or a high price.
In most cases, it will be the last reason. The seller should therefore emphasize the value of his proposal, assuming that the value is far greater than the price. If price is decisive for the buyer, the seller should propose reducing the scope of the offer along with a price reduction or, if that is not viable, ask what price would allow him to win and make a final offer.
- We cannot accept and I will be away for a few months
The buyer may or may not intend to move forward but is willing to postpone the negotiation. The seller should not be intimidated and should start by asking whether the issue is insufficient value, an unsatisfactory value to price ratio, or a high price. If the buyer does not respond and maintains the attitude, the seller should clarify the urgency and, if it is not urgent, agree on a new date.
Time compression negotiation tactics
There are some time compression tactics intended to reduce the time available for negotiation, inducing the seller to give in more easily to close the sale. These include the following variants:
- Wait a little before we start
The seller should propose following the agreed agenda or, if that is not possible, suggest adjusting the end time of the negotiation in the same proportion as the change to the start time.
- Let’s visit the facilities before we start
The seller should propose following the agreed agenda and conducting the visit after the negotiation is concluded. If the buyer is inflexible, the seller should suggest adjusting the end time of the negotiation in the same proportion as the change
to the start time.
Emotional negotiation tactics
There are some tactics intended to trigger emotional responses in sellers to cloud their judgment and make concessions
easier during negotiation. These include the following variants:
- Wait in this room (very uncomfortable)
The seller should avoid the emotional impact by recognizing that this is simply a buyer tactic and should conduct the negotiation as originally planned.
- Accept this drink and/or food
The seller should avoid the emotional impact by recognizing that this is simply a buyer tactic and should conduct the negotiation as originally planned.
The tactics described above are the most common, but new tactics may always emerge depending on buyers’ creativity.
Sellers should remain alert and respond according to one of the approaches described.
Conclusion
Buyers frequently use negotiation tactics to improve the value obtained and/or reduce the price to pay during purchasing
processes. As general rule, sellers should respond by focusing on value for the client and on satisfying their needs, knowing that the value they provide far exceeds the price paid by the client.
Now that you know how to respond to buyers’ negotiation tactics, develop your sales team’s skills, because it will certainly help your business grow.
Filipe Simões de Almeida
Managing Partner, Fi Consulting
Published on 09-Jan-2026