As an advisor, I’ve seen negotiations succeed or fail based on one principle: mutual

profitability and trust. Below are actionable strategies and real-world examples to help

you master B2B negotiations.

Focus on Long-Term Agreements

Think beyond price. Build relationships that create stability and shared growth. For example, a supplier who locked in a 3-year agreement with a client ensures predictable revenue and deeper collaboration. Short-term wins rarely lead to sustainable growth.

Timing Matters—Don’t Force the Deal

Start with alignment on supply and demand, understand end-users, and agree on timelines. Negotiation is a process. Begin by aligning on supply and demand, then clarify who benefits and how. Example: A tech provider delayed pricing talks until understanding the client’s deployment timeline, resulting in a tailored solution and higher satisfaction.

Negotiate on Value, Not Price

Highlight the value you deliver. Tailor solutions to reduce unnecessary costs without

diluting profitability. Price-only negotiations erode margins. Instead, emphasize efficiency and customization. Example: A logistics firm reduced costs by optimizing routes for the client, passing savings without compromising service.

Businessman-ship Matters

Create an environment of trust and sustainability—socially, financially, and operationally. True businessman-ship fosters trust and long-term success. Sustainable practices create an environment where all parties thrive. Approach every conversation with empathy, strategic thinking, and a commitment to shared success. You should always negotiate with your own interest in mind. However, it's not a tug-of-war. Lasting deals are built on collaborative efforts with mutual benefits.