The 4 Levels of Sales Negotiation and How to Win at Each One
Jun 17, 2025Not all negotiations are created equal.
To win more (and protect your value), you need to recognise which level you're negotiating on and adapt your strategy accordingly.
Here are the 4 levels of sales negotiation I coach teams to master:
Level 1: Price Negotiation
“Can you do better on cost?”
Strategy: Anchor on value before you talk numbers. Use ROI, business case, and trade for commitments (e.g., longer terms, faster close).
Level 2: Terms Negotiation
“Can we adjust payment schedules or add flexibility to the contract?”
Strategy: Collaborate with legal and procurement. Look for win-win trade-offs that preserve deal size and momentum.
Level 3: Solution Negotiation
“Can you include more services, custom work, or integration?”
Strategy: Defend scope creep. If you expand the solution, expand the value and cost too. Use packaging to frame premium options.
Level 4: Strategic Negotiation
“Can we work together on a broader partnership or long-term engagement?”
Strategy: Engage exec sponsors early. Align negotiation to joint business outcomes, and structure deals that benefit both orgs over time.
The best sellers know what level they’re on and never apply the same playbook to every conversation.
Recognise the level. Adjust your strategy. Win on your terms.
Want help training your team to negotiate like pros across all four levels? Let’s talk.
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