Research Their Needs and Pressures
Practical ways to research the other side’s needs and pressures, so you understand what moves them.
Know their world. Pressure points shape decisions.
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.
Research makes you calm and clever
The more you understand their goals and pressures, the more creative and confident your proposals become.
Block an hour to prepare.
Learn their goals
Find out what they are trying to achieve this quarter and this year, since that shapes what they will value.
Check their public updates.
Learn their pressures
Deadlines, budgets and targets drive decisions, so look for signs of what they need to deliver soon.
Ask a colleague who knows them.
Learn who they answer to
Understanding who must approve the deal helps you see what they need to justify.
Draw a small chart.
Read recent news and results
Announcements about growth, cuts or changes reveal pressure points you can respect or help with.
Search news alerts.
Check their past deals
How they have bought or sold before often predicts how they will negotiate now.
Ask others for stories.
Write down their likely interests
List what you think they care about, from speed to price to reputation, and test the list in conversation.
Make a short list.
Prepare questions to confirm your guesses
Your research gives you hypotheses, and good questions turn them into facts.
Write five.
Look for common ground
Shared goals or values give you a base to build on when positions differ.
Mark two items.
Keep notes in one place
A simple page you can glance at during the talk keeps you grounded.
Create a one-page brief.
Easy things to say
When you are stuck, pick one of these. They work in many sales conversations.
“I read about your recent expansion.”
“What is most important for you in this?”
“What deadlines are you facing?”
“What are your alternatives?”
“Have I understood your position?”
“Thank you.”
Your first week
One small action a day. Each day is only a little bigger than the last.
Read their news
Check their finances if public
List their possible needs
List their pressures
Guess their alternatives
Prepare questions
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.
More lessons in “Negotiate Without Fear”
Keep going. Small steps every day make a big change.
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- Know Your Goals and Your Limits
- Find Your Best Alternative
- Research Their Needs and Pressures
- List What You Can Give and What You Need
- Set Your Opening Position
- Plan Your First Three Sentences
- Decide Your Walk-Away Point
- What They Say vs What They Need
- Ask "Why Is That Important to You?"
- Look for Win-Win Trades
- Separate the Person From the Problem
- Create More Options Before You Decide
- Use Fair, Objective Standards
- The Pie Is Bigger Than You Think
- The Power of Calm
- Let Them Say "No" First
- Open-Ended "How" and "What" Questions
- Use "How Am I Supposed to Do That?"
- Mirror and Pause
- The Late-Night FM DJ Voice
- Let Them Talk Themselves Into It
- Never Give a Discount for Free
- Trade, Do Not Just Give
- Hold Your Price With Confidence
- Respond to "That Is Our Budget"
- Use Odd and Precise Numbers
- Bundle Instead of Cutting Price
- When to Walk Away
- Handle a Pushy Negotiator
- Respond to a Deadline Threat
- When They Say "Take It or Leave It"
- Deal With Silence and Stalling
- Stay Polite When You Are Angry
- Negotiate With Someone More Senior
- Summarise Every Agreement Out Loud
- Put It in Writing the Same Day
- Leave Both Sides Feeling Good
- Do Not Celebrate Too Soon
- Protect the Relationship After the Deal
- Learn From Every Negotiation
