Negotiating with Tough Customers

by Steve Reilly

Never take no for a final answer, and other tactics to win at the bargaining table

Negotiation is the middle ground between capitulation and stonewalling, a backandforth between two parties trying to reach agreement. If a price or other term is nonnegotiable, there is no give and take, just “take it or leave it.” You may think you are negotiating, but if the other side isn’t playing, you aren’t either.

Regardless of the industry, situation, or product, the two most common mistakes negotiators make are:
1. They give ground too easily
2. They get nothing in return

This book provides proven methods for holding your ground against (seemingly) more powerful negotiators. But it also goes further, making sure that when you do give ground, you get equal or better value in return.

Using a cooperative, collaborative approach in a hardball negotiation just doesn’t work. Tough negotiators will play winwin, but only if they have nothing to lose.

Negotiating With Tough Customers will make you a better salesperson by making you a better negotiator... and vice versa.

Steve Reilly has helped heavy equipment companies negotiate the sale of mining trucks, technology companies negotiate intellectual property rights and many more. His experience in sales and marketing, together with 20 years consulting in the areas of negotiation and leadership, provide him with a foundation in industry that is second to none.
Steve consults with Caterpillar, United HealthCare and other Fortune 100 companies, helping them improve the profitability of their deals.

Genres: Psychology, Business

240 pages, Kindle Edition

Published October 13, 2016

Reviews

[Shubhneet Chawla · Rating 3 out of 5]

Negotiation Mastery: Insights from Steve Reilly's Playbook

Diving into Steve Reilly's "Negotiating with Tough Customers" has been an eye-opening journey into the sophisticated world of negotiation strategies. Here are the most transformative insights that can revolutionize how we approach business discussions.

Core Negotiation Principles

1. The Negotiation Mindset
- You don't get what you deserve, you get what you negotiate
- Successful negotiation is a delicate balance of assertiveness and collaboration
- Never make a concession without getting something in return

2. Strategic Communication
- Ask "Why" to uncover underlying motivations
- Use powerful phrases like "My price is fair and reasonable, and let me tell you why"
- Be prepared to defend your numbers

Key Strategies

Tactical Approaches
- Trade things that cost you least but have high value to the other side
- Get comfortable with phrases like "You're killing me here"
- Always leave room for "One More Thing" when closing a deal

Psychological Tactics
- Relationships matter more than winning at all costs
- The less important a relationship, the more room for hardball tactics
- Never show all your cards immediately

Negotiation Wisdom

Dealing with Tough Customers
- When customers say "You need us more than we need you", respond strategically
- Never give exactly what's demanded - always negotiate
- Use figures of speech like "Can you go back and sharpen your pencil?"

Understanding Value
- Discounts on goodwill are not a strong negotiation strategy
- Understand the difference between collaborative and zero-sum negotiations
- Know your BATNA (Best Alternative to Negotiated Agreement)

Practical Examples

Car Buying Insights
- The most negotiable number is your trade-in value
- Never accept the first offer
- The best deals come from being willing to walk away

Business Negotiations
- Some companies use penetration strategies, losing money to gain market share
- Early adopter pricing is a strategic marketing tool
- Always look for value-added services

Personal Reflection

Reilly's book is more than a negotiation manual—it's a masterclass in understanding human dynamics, value perception, and strategic communication.

Key Takeaway
Negotiation is an art of balance, strategy, and understanding. Success comes from preparation, confidence, and the ability to create mutual value.


Final Thought
"Negotiate like you want the deal, but can walk away if it doesn't make sense."

[Sarah Ransom · Rating 5 out of 5]

So much of the negotiation culture and training focuses on win-win and relationship based tactics. This book respects win-win negotiation, but acknowledges what so many ignore: not all negotiations are cooperative. Reilly’s book provides refreshing perspective on zero-sum negotiations and how to improve your techniques to excel when facing more demanding customers and hard negotiators. It’s a short, quick read that will teach negotiators at each level something new.

[Tim · Rating 4 out of 5]

As far as I can remember this is the first book by this author I have read. I quickly checked his other titles and it may be that the material present in this book overlaps his others - but I don't know. If true, and you have read one of the others first, you might not find this very unique or insightful. I did. I have read a number of other works on this subject including techniques the author references and here (finally) some of the gaps in this area are filled in. I don't work in either sales or negotiations, but I do deal with the aftermath of business agreements and contracts on a regular basis and have more than once thought "what in the hell did we agree to?" I am though fascinated with the process itself based on my long-term studies into game theory and competitive coaching (sports). And from that alone, I knew you can't do well vs. a zero-sum player if you only shoot for win-win. He'll eat your lunch (don't care if that is PC or not).

This is good work.

[Alok Bhide · Rating 5 out of 5]

This is a completely different perspective on negotiations...given a very positive spin to negotiations. Stay in there and don't be afraid of the back and forth - that is what a negotiation is about. Hope to implement some of the learning from this book in real life.