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Sales Skills / Negotiate Without Fear / Lesson 13
LESSON 13 · NEGOTIATE WITHOUT FEAR

Use Fair, Objective Standards

Practical ways to use fair, objective standards, so decisions rest on shared facts rather than a battle of wills.

Standards settle disputes. Let facts do the work.

10 tipsEasy things to say7-day plan
Start with tip 1
Jump to the 7-day plan

10 tips that really help

These ideas come from Never Split the Difference (Chris Voss), Getting to Yes (Roger Fisher and William Ury), Start With No (Jim Camp), and everyday practice. The first six help the most. Pick one and try it today.

Photo for the tip: Fair standards reduce conflict
TIP 1

Fair standards reduce conflict

Using objective measures such as market prices or expert opinions makes agreements easier to accept.

TRY THIS
Find some.
Photo for the tip: Use market data
TIP 2

Use market data

Comparable prices and industry norms provide neutral reference points.

TRY THIS
Collect them.
Photo for the tip: Use expert opinions
TIP 3

Use expert opinions

Independent advice can guide fair terms.

TRY THIS
Cite sources.
Photo for the tip: Use precedent
TIP 4

Use precedent

Past agreements show what has been accepted before.

TRY THIS
Refer to them.
Photo for the tip: Use legal or regulatory standards
TIP 5

Use legal or regulatory standards

Rules and guidelines give clear boundaries.

TRY THIS
Check requirements.
Photo for the tip: Agree on the standard first
TIP 6

Agree on the standard first

Deciding how to judge fairness before discussing numbers prevents argument.

TRY THIS
Propose criteria.
Photo for the tip: Be open to reason
TIP 7

Be open to reason

Be ready to update your view if their standard is sound.

TRY THIS
Stay flexible.
Photo for the tip: Do not give in to pressure
TIP 8

Do not give in to pressure

Insist on a principled basis instead of will or power.

TRY THIS
Hold calm.
Photo for the tip: Document the standards used
TIP 9

Document the standards used

Write the criteria in the agreement.

TRY THIS
Record them.
Photo for the tip: Objectivity helps
TIP 10

Objectivity helps

People accept fair standards.

TRY THIS
Find them.

Easy things to say

When you are stuck, pick one of these. They work in many sales conversations.

STANDARD

“What would be a fair benchmark?”

DATA

“Here is the market rate.”

SOURCE

“This comes from an independent report.”

CHECK

“Do you accept that source?”

APPLY

“Let us use it to decide.”

THANKS

“Thank you.”

Your first week

One small action a day. Each day is only a little bigger than the last.

DAY 1
Find market data
DAY 2
Find precedents
DAY 3
Find expert opinions
DAY 4
Propose a fair standard
DAY 5
Ask for theirs
DAY 6
Agree on one
DAY 7
Review

Further reading

  • Never Split the Difference (Chris Voss)
  • Getting to Yes (Roger Fisher and William Ury)
  • Start With No (Jim Camp)

The tips above are written in our own words and are general guidance. The books are suggestions for further reading.

← All Negotiate Without Fear lessons
Next lesson: The Pie Is Bigger Than You Think →

More lessons in “Negotiate Without Fear”

Keep going. Small steps every day make a big change.

← Previous: Create More Options Before You DecideNext: The Pie Is Bigger Than You Think →

  1. Know Your Goals and Your Limits
  2. Find Your Best Alternative
  3. Research Their Needs and Pressures
  4. List What You Can Give and What You Need
  5. Set Your Opening Position
  6. Plan Your First Three Sentences
  7. Decide Your Walk-Away Point
  8. What They Say vs What They Need
  9. Ask "Why Is That Important to You?"
  10. Look for Win-Win Trades
  11. Separate the Person From the Problem
  12. Create More Options Before You Decide
  13. Use Fair, Objective Standards
  14. The Pie Is Bigger Than You Think
  15. The Power of Calm
  16. Let Them Say "No" First
  17. Open-Ended "How" and "What" Questions
  18. Use "How Am I Supposed to Do That?"
  19. Mirror and Pause
  20. The Late-Night FM DJ Voice
  21. Let Them Talk Themselves Into It
  22. Never Give a Discount for Free
  23. Trade, Do Not Just Give
  24. Hold Your Price With Confidence
  25. Respond to "That Is Our Budget"
  26. Use Odd and Precise Numbers
  27. Bundle Instead of Cutting Price
  28. When to Walk Away
  29. Handle a Pushy Negotiator
  30. Respond to a Deadline Threat
  31. When They Say "Take It or Leave It"
  32. Deal With Silence and Stalling
  33. Stay Polite When You Are Angry
  34. Negotiate With Someone More Senior
  35. Summarise Every Agreement Out Loud
  36. Put It in Writing the Same Day
  37. Leave Both Sides Feeling Good
  38. Do Not Celebrate Too Soon
  39. Protect the Relationship After the Deal
  40. Learn From Every Negotiation
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