Sellers who have "need for approval" from their prospects are 35% less effective (RAIN Group). It's not your job to make your prospect feel "good" all the time and here's a prime example: When Spencer Ivey is asked for a discount, he simply nods his head and says "....Okay..." He doesn't jump to justify his pricing. He doesn't immediately start negotiating. He lets the silence linger. No doubt, this makes the prospect who just asked him for a discount feel somewhat uncomfortable (Ironic, since that's what they were trying to do to HIM when they demanded a discount!). 𝐓𝐡𝐞 𝐟𝐚𝐜𝐭 𝐭𝐡𝐞𝐲 𝐝𝐨𝐧'𝐭 𝐰𝐚𝐧𝐭 𝐭𝐨 𝐩𝐚𝐲 𝐟𝐮𝐥𝐥 𝐩𝐫𝐢𝐜𝐞 𝐢𝐬𝐧'𝐭 𝐡𝐢𝐬 𝐩𝐫𝐨𝐛𝐥𝐞𝐦 𝐭𝐨 𝐬𝐨𝐥𝐯𝐞, 𝐢𝐭'𝐬 𝐭𝐡𝐞𝐢𝐫𝐬. Salespeople that want their prospects to like them (need for approval) will immediately jump to problem solving mode when they get asked for a discount. But the best? They're ok with a little discomfort, even if it means they're less "likable". They know that the discomfort will compel the other party to justify their ask with more information (information is your greatest ally in a negotiation).
Great insight on handling discount requests! Adding to this, research from Huthwaite shows that effective negotiators spend 39% more time planning responses. Taking a pause, as Spencer does, not only creates discomfort but also provides time for a strategic response. Additionally, this technique encourages prospects to reveal their priorities, allowing sellers to better align their solutions without compromising on price.
A little bit of friction is a very good thing - all great news is a red flag.
Comfort in discomfort drives deals. Sometimes, sitting in silence after a discount request shows confidence in your value. As Warren Buffett said, 'Price is what you pay; value is what you get.' A moment of awkwardness can be a powerful negotiation tool.
It works because in many cases price will not be the real objection anyway.
Nick, your point about the "need for approval" is spot on. In my experience, salespeople who can embrace a bit of discomfort often close bigger B2B deals faster. It's about maintaining integrity and focusing on the value you bring. Spencer Ivey's approach is a perfect example of this mindset.
"Your comment highlights the importance of emotional intelligence in sales. Top performers know when to leverage discomfort.
Silence is golden, and not just in movie theaters.
Silence is so powerful.
I approve this message.
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4moHaving deep belief in the value of your product is such a strong pillar to stand on. Then using this gives you so much power. Our brain tries to flip into quick fight/flight solve the problem mode. But simply pausing to see what else comes out may teach you all you need to know...and make you more $$$