Winning Negotiations: Influence Principles to Seal the Deal

If you’re like most people, you enjoy the feeling that comes with knowing you negotiated a good deal. But what does “a good deal” really mean? In sales, it’s all about value, which I like to define with a simple formula: V = WIG/P   (Value equals What I Get divided by Price)

Whether it’s getting more for the same price or paying less for the same amount, a good deal makes you feel like you’ve won. But guess what? Your prospects want that same feeling when they negotiate with you!

But negotiating isn’t just about dropping your price or giving away freebies. It’s about knowing when to make thoughtful concessions that benefit both parties. This is where influence comes into play. While all of Dr. Robert Cialdini’s seven principles of influence and the contrast phenomenon could be at work, a few principles consistently stand out during sales negotiations.

Liking: People Buy from People They Like

It’s no secret—people do business with people they like. People may not buy from you just because they like you, but they’ll almost never buy from you if they don’t like you. Always maintain a friendly attitude, find common ground, and offer genuine compliments when warranted. Research backs this up: Negotiators who take time to get to know each other personally are more likely to avoid a deadlock. And remember, a little small talk can go a long way!

Reciprocity: Giving and Getting

Negotiations often work like a dance—you take a step, and your prospect follows. You don’t give to get, but it’s unlikely you’ll get if you don’t give so be flexible. When you make a concession, like adding a small bonus or slightly adjusting terms, it often prompts a reciprocal gesture. This is the principle of reciprocity in action.

For example, if you offer an extended warranty or free training, the prospect might reciprocate by agreeing to a longer contract or higher price. The key? Be the first to move toward the middle with something your prospect values.

Consistency: Remind Them of Their Words

People like to act in ways that align with what they’ve said previously. During negotiations, remind prospects of their earlier statements. For instance, if they mentioned that certain features were essential, tie those features to the price. This gentle nudge helps them stay consistent with their own desires and choices.

If they push back on price, you might say, “I remember you mentioned that having a robust support system was crucial. That’s exactly why this package, which includes 24/7 support, is a bit higher than the standard option.”

Scarcity: What They Might Lose

Scarcity isn’t just about limited quantities; it’s also about what might be lost if a deal doesn’t go through. For example, if a prospect feels the price is too high, you can offer to remove certain features to align with their budget. Suddenly, the thought of losing those features might make the original offer look more appealing.

Contrast: Reframe the Comparison

When prospects say your price is too high, it’s critical to understand what they’re comparing it to. Is it a competitor’s outdated product or a stripped-down version of yours? When you highlight differences in features, benefits, and long-term value, you shift their comparison point and make your offer look stronger.

Here, the contrast principle plays a supporting role to all of the principles of influence. When you present a high-value option next to a more modest one, it makes the original offer seem like a better deal. It’s the classic $1,000 price difference spread over a five-year product lifespan—it’s not $1,000: it’s less than $4 a week. Framing matters!

The Bottom Line

Don’t take it personally when prospects push for more for less. We’d all love a Cadillac for the price of a Volkswagen. Instead, focus on working with them to craft a solution that meets their needs and leaves them feeling like they got a great deal.

What negotiation strategies work best for you? Which influence principles have you seen in action during a sale? Share your thoughts in the comments—I’d love to hear your about experiences!

Edited with ChatGPT

Brian Ahearn

Brian Ahearn is the Chief Influence Officer at Influence PEOPLE and a faculty member at the Cialdini Institute.

An author, TEDx speaker, international trainer, coach, and consultant, Brian helps clients apply influence in everyday situations to boost results.

As one of only a dozen Cialdini Method Certified Trainers in the world, Brian was personally trained and endorsed by Robert Cialdini, Ph.D., the most cited living social psychologist on the science of ethical influence.

Brian’s first book, Influence PEOPLE, was named one of the 100 Best Influence Books of All Time by Book Authority. His follow-up, Persuasive Selling for Relationship Driven Insurance Agents, was an Amazon new release bestseller. His latest book, The Influencer: Secrets to Success and Happiness, is a business parable designed to teach you how to use influence at home and the office.

Brian’s LinkedIn courses on persuasive selling and coaching have been viewed by more than 750,000 people around the world. His TEDx Talk on pre-suasion has more than a million views!