9 Common Negotiation Mistakes Salespeople Make (and How to Avoid Them)

Negotiation is a critical skill for any salesperson looking to close more deals and boost their numbers. But too often, costly mistakes made at the negotiation table leave money on the table and harm important business relationships.

Are you inadvertently sabotaging your deals? Here are nine of the most common negotiation mistakes salespeople make—and what to do instead.

1. Failing to Prepare Adequately

One of the biggest missteps salespeople make is walking into a negotiation underprepared. Winging it is a surefire way to end up with an unfavorable outcome.

Before any negotiation, set aside ample time to prepare by:

• Defining your objectives and prioritizing your must-haves vs. nice-to-haves
• Determining your walk-away point and setting a floor you won‘t go below
• Anticipating likely objections and preparing convincing responses
• Researching the other party to understand their goals, priorities, and pressures
• Developing a strong arsenal of value-adding points to support your position

"Skilled negotiators make detailed plans," says Deepak Malhotra, a professor at Harvard Business School and author of Negotiating the Impossible. "They know their priorities and alternatives. They have thought through the other side‘s priorities. They have envisioned different scenarios and imagined solutions."

2. Getting Emotionally Attached

Another common pitfall is getting emotionally invested in the outcome of the negotiation. Becoming attached to "winning" the deal can cloud your judgment and lead to poor choices.

"When stakes are high, your desire to win may overcome your ability to think clearly and rationally," says Chris Voss, former FBI hostage negotiator and CEO of The Black Swan Group.

The key is to stay focused on problem-solving, not winning. Cultivate a mindset of confidence, detachment, and flexibility. Have faith in your skills and preparation, but avoid defining your self-worth by whether you close this particular deal.

If you find emotions rising during the negotiation, Voss recommends using a simple technique: "Use an ‘I‘ message like, ‘I‘m feeling frustrated right now.‘ It immediately shifts the dynamic."

3. Talking Too Much

Many salespeople fall into the trap of dominating the conversation and pitching relentlessly. But talking too much puts you at a significant disadvantage.

"Whoever‘s talking the most is probably losing," says Natalie Reynolds, CEO of advantageSPRING and author of We Have a Deal.

Instead, ask open-ended questions and then be quiet. Let the other party talk while you gather valuable information. "Negotiators gain power by saying less," Reynolds explains. "The less they say, the more the other side scrambles to fill the silences—often by revealing crucial information about their position or by making a concession."

Aim for a talk-to-listen ratio of about 30/70. And don‘t be afraid of silence. Pausing for a few beats allows you to stay in control and gather your thoughts before responding.

4. Making Unilateral Concessions

Salespeople eager to move the deal forward often give away concessions without asking for anything in return. But one-sided concessions undermine your position and signal to the other party that you‘ll keep giving in.

"Never make a concession without getting one in return," advises Roger Dawson, author of Secrets of Power Negotiating. "Always tie a string to anything you give away."

For example, if the buyer asks for a 10% discount, you might say, "I‘d be happy to offer that discount if you can agree to sign the contract today." Or, "We can look at a discount, but I‘d need you to agree to a two-year contract instead of one year."

Every concession you make should be explicitly reciprocated. By trading items of value, you maintain your position and entice the other side to say yes.

5. Starting the Negotiation Too Soon

Many reps jump straight into negotiating price and terms on the first or second call. But launching negotiations before you‘ve thoroughly qualified the opportunity and demonstrated your solution‘s unique value is a mistake.

"Price is never the main reason people buy," says sales expert Marc Wayshak. "If all you‘ve done is provide the bare bones features, functionality and price, you‘re inviting the prospect to compare you to your lower-priced competitors."

Instead, focus first on understanding the buyer‘s challenges, desired outcomes, and decision-making process. Then, demonstrate how your product is uniquely positioned to deliver the results they need.

Only after you‘ve differentiated your solution and established its value in the buyer‘s mind should you move into negotiating specifics. "You must build up the value of what you‘re selling before you start talking price," says Wayshak.

6. Assuming the Pie Is Fixed

Salespeople often view negotiations as a zero-sum game, assuming that one side‘s gain is the other‘s loss. But this scarcity mindset limits your creativity and prevents you from reaching the best possible deal.

Skilled negotiators take an abundance mentality, looking for ways to expand the pie and generate more value for everyone. "In a successful negotiation, both parties should feel they‘ve gained something valuable," says William Ury, co-founder of Harvard‘s Program on Negotiation.

Before and during the negotiation, search for elements to add to the discussion beyond price—things like delivery timing, contract length, training, support services, etc.

By introducing variables and options into the mix, you open up the possibility of an agreement that meets both parties‘ key objectives. As Ury puts it, "Your job is to invent options for mutual gain."

7. Agreeing to Split the Difference

If you‘re far apart on price, it can be tempting to simply agree to split the difference. The buyer wants a 30% discount; you want 10%—so you settle at 20%.

But while this tactic seems fair on the surface, it usually leaves money on the table. Splitting the difference "is a terrible way to negotiate unless you don‘t care about the outcome," says Voss.

Instead of caving, Voss suggests making a carefully calibrated counteroffer that includes a specific odd number, like 12.7%. An odd-numbered offer communicates that you‘ve given the number real thought based on factors the other side may not be considering.

"Putting the effort into determining a very precise odd-number counteroffer will dramatically increase the odds of a deal," says Voss. "Odd numbers also send a subliminal message that you‘re out of leeway to negotiate any further."

8. Trying to "Win" Every Point

Effective negotiators understand that you can‘t expect to win every battle. Being inflexible and pushing for the best possible outcome on every single variable will only create resentment and harm the long-term relationship.

The most successful negotiators take a collaborative approach, aiming for a win-win outcome where both sides feel they‘ve gained something valuable. "Negotiation shouldn‘t be a tug of war where the stronger party prevails," says Ury. "It should be a cooperative process in which you work together to produce an agreement that meets the legitimate needs of both sides."

Give the other party some victories to feel good about. Be firm on your must-haves, but show flexibility on lower-priority issues. An agreement that delights the customer is far more valuable than one where you‘ve wrung every last nickel from them.

9. Leaving Next Steps Vague

Finally, a critical mistake salespeople make is ending negotiations without cementing specific next steps. Agreeing to reconnect in a few days to finalize details leaves the door open to waffling, delays, and deal slippage.

Be direct and ask for the close with clearly defined actions and timelines. For example:
• "If I send over the contract before end of day, can you review and return a signed copy by Friday?"
• "Great, then we‘re in agreement on the terms. I‘ll write up the contract and send it over within the hour. Once I receive your signature, I‘ll kick off the onboarding process. Sound good?"

Nail down firm commitments before ending the negotiation to maintain momentum and prevent deals from stalling at the eleventh hour.

Bringing It All Together

Negotiation is part art, part science. By sidestepping these common traps and employing a few key strategies, you‘ll reach better deals—and build stronger relationships in the process.

Remember, successful negotiation is about arriving at an outcome that satisfies both parties‘ core needs. Take time to prepare thoroughly, ask questions, listen closely, and explore creative options. Prioritize a win-win agreement over trying to claim as much value as possible.

Master salespeople are master negotiators. Follow these guidelines to sharpen your skills and reach the best possible deals.