Sales

Negotiation Planner

Prepare a B2B negotiation: your goals and walk-away point, their interests and a list of trades so that no concession is free.

How to use this worksheet
  1. Write your ideal outcome, your realistic target and your walk-away point before the meeting.
  2. Describe your best alternative if there is no deal (BATNA) and guess theirs.
  3. List what each side needs underneath the stated positions.
  4. Build the concession table: what you can give, what it costs you, what you ask in return. Never give without getting.
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Ideal, target and walk-away on price, term and scope.

Prompts and example

Ask yourself

  • Is your walk-away point a number you decided in advance, or one you will feel later?

Example

Ideal: EUR 120k for 3 years. Target: EUR 105k for 2 years. Walk-away: under EUR 95k or without the onboarding fee.

What happens if there is no deal, for you and for them?

Prompts and example

Example

Us: two other deals in the pipeline this quarter. Them: stay with the old tool, but it ends in March and they have no migration plan.

What do they need underneath the position? Budget, risk, speed, internal politics?

Prompts and example

Ask yourself

  • What would make your counterpart look good internally?

Example

Procurement must show a 10% saving versus last year. The COO needs go-live before peak season. IT fears integration work.

Concessions and trades

What can you give, what does it cost you, what do you ask in return?

Prompts

Ask yourself

  • Which concessions cost you little but are worth a lot to them? Offer those first.
  • Do you trade or do you give in?

How will you open, and which anchor will you use?

Prompts and example

Example

Open with the value case (EUR 400k a year saved), then present the price at EUR 120k and the three-year option.

Before you finish

Interests, not positions

Fisher and Ury's central idea is to negotiate interests rather than positions. A discount request is a position; the interest may be a budget limit, a need to show savings or a risk worry. Different answers solve different interests.

Prepare trades, not concessions. A concession without a return teaches the buyer to ask again. Trades that cost you little and matter to them are the most efficient.

Recommended reading

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