For years, sales professionals were told to aim for the elusive “win-win” in every negotiation. It sounded great—everyone walks away happy, both sides get value, and the relationship is preserved. But here’s the problem: in today’s complex, competitive selling environment, “win-win” is more often a myth than a reality—and it’s killing deals, not closing them.
So, is the idea of a fair, respectful negotiation dead? Absolutely not. But the outdated approach of trying to please everyone equally? That’s done. Let’s talk about why, and what smart sellers are doing instead.
The ‘Win-Win’ Trap
At first glance, “win-win” seems like a noble goal. Who wouldn’t want both parties to leave the table feeling satisfied?
But in practice, win-win often turns into “lose-lose.” Why? Because sellers, in an effort to make sure the buyer feels like they’re getting a good deal, end up over-discounting, over-promising, and compromising their own value. It leads to concessions that don’t make strategic sense—trading long-term profitability for short-term approval.
Worse, it can create power imbalances. Buyers learn that if they push hard enough, sellers will give ground just to preserve the relationship. Suddenly, the negotiation becomes less about value and more about who can hold their breath the longest.
And let’s be honest—some buyers aren’t playing win-win. They’re playing win-more. If you’re still clinging to the “everyone wins” narrative in those rooms, you’re negotiating from a position of weakness.
What Smart Sellers Do Instead: Value-Based Negotiation
High-performing salespeople have shifted from chasing “win-win” to value-based negotiation.
Here’s how it works:
1. Know Your Value—and Hold It
Smart sellers enter negotiations knowing exactly what their solution is worth—not just in dollars, but in terms of outcomes, efficiencies, risk reduction, or growth. They anchor on that value, not on discount percentages or pleasing the buyer at all costs.
If your solution saves a company $500,000 a year, you’re not offering a “win” by giving a 15% discount—they’re already winning by choosing you.
2. Ask, Listen, and Align
The best negotiators are also the best listeners. They uncover what the buyer truly values—not just in terms of price, but also timing, implementation support, training, or flexibility. Then they shape the deal around those priorities without compromising key deal terms.
This isn’t about being stubborn. It’s about aligning your offer with what matters most to the buyer without devaluing your own position.
3. Use Leverage, Not Apologies
Stop apologizing for price. If your offer brings real results, that price is more than justified. Smart sellers shift the conversation from “How much can I give up to win the deal?” to “What does this buyer stand to lose if they walk away?”
Leverage isn’t about bullying—it’s about confidence. You’re not begging for the business. You’re guiding a smart decision.
4. Get Comfortable with ‘No’
Sometimes, the best deals are the ones you walk away from. If a negotiation demands you undercut your own value or accept terms that set you up for failure, it’s okay to say no.
Walking away doesn’t mean you’ve failed. It means you’re playing the long game. It signals professionalism and strength—and often, it brings the buyer back with a renewed respect for what you offer.
The Future of Negotiation: Confidence Over Concessions
The era of “win-win” is over, not because we don’t want positive outcomes, but because that old model assumes both parties will play fair, share power, and seek mutual benefit. In reality? That’s rare.
Smart sellers don’t chase balance—they control value. They anchor in confidence, prepare relentlessly, and understand the psychology behind decision-making.
Negotiation is no longer about splitting the pie down the middle. It’s about knowing the true value of your slice—and helping the buyer see why it’s worth every bite.
Ready to Upgrade Your Negotiation Game?
If you or your sales team are still giving too much away at the table—or if you feel like buyers are holding all the power—it’s time for a change.
KONA offers tailored Negotiation Training designed to help sales professionals protect value, close smarter, and lead more confidently. Whether you’re dealing with tough procurement teams, complex enterprise deals, or price-obsessed buyers, our programs are built to equip you with the mindset, tools, and tactics you need to win well. To read more about different negotiation strategies, click here.
Contact KONA today to learn how we can customise a negotiation training experience that fits your team, your industry, and your goals.
Call 1300 611 288 or Email info@kona.com.au
