Tactics of negotiating that buyers use to soften a salesperson

Expert salespeople are accustomed to using every trick in the book to make a buyer agree with their terms. Whether they’re trying to connect on a more humane level or they attempt to take out the importance of money from the equation, one thing’s for sure: their tactics are meant to convince you to settle on a deal that’s more advantageous for them and not for the buyer. No salesperson in the world will ever sacrifice himself and give in a deal that’s more suitable for the client – at least not willingly anyway.

Tactics of negotiating that buyers use to soften a salesperson

Is it possible for a buyer to soften a salesperson and make him rethink his offer? Surprisingly, yes. However, things are not that easy and you might have to become a skilled negotiator to pull off a deal that’s excellent for you and only trivial for the seller.  Here’s what you need to do:

Sound enthusiastic

Believe it or not, sellers make mistakes. They’re human so it’s impossible for their work to be flawless. The buyer’s first step at the negotiation table is to act interested. “Yes, I’m interested to buy that car” “Your offer sounds amazing” “I would definitely like to hear more” “That’s it, I’m buying!” As long as you sound enthusiastic the seller will believe he’s fooling you.

Get informed

Sellers like to brag about their former sales. They often have personal websites with their services and they’re almost certainly active on Facebook and Twitter. It’s now simpler than ever to find negative information about a sales person, so it’s wise to devote some time digging up dirt. Look for bad reviews and unsuccessful negotiations, and don’t be shy to express your thoughts. “I hear your last order delivery was late” “The product didn’t match the expectations of customer X” “Order Y was not completed on time” are just some claims you can use to your advantage.

This tactic is particularly useful when a seller is overly confident. Sales people have a bad habit of talking too much, so bringing up distinct complaints is an excellent way of softening their temper. Buyers don’t want to listen a seller blab about his personal life. It’s rather disturbing and uncomfortable for buyers to listen, so it’s best to keep things short, professional, and the point.


Reducing seller confidence

Reducing seller confidence is an excellent way of negotiating a deal in favor of the buyer. Throwing negative aspects on the lawn of the salesperson will force him to tame an overly-confident attitude. However, as a buyer it’s still important to be professional because deep down you still want that product.

When a seller senses that he’s being cornered, and that everything he might say won’t turn the deal in his favor, he will agree to make concessions. He will say something like “Ah, you’re right. It was my fault for the delay, but I’m sure we can settle on a great deal, and I promise there will no delays with your order”.

Sales people are used to making promises although they can’t guarantee the outcome. Some of them go by the following premises: “I have 100 positive reviews, what will 5 negative reviews do to me?”

Making complaints is risky within intra-companies

Complaining to an independent seller is not the same thing as complaining to a larger company. Large corporations are not giving in that easily; losing one client from 10,000 won’t matter that much to them. Furthermore, they can always pay you back with the same coin. It’s best to keep your negative aspects about a seller to yourself when dealing with larger enterprises. Begin the negotiation process, and only use those negative aspects to calm them down in case the meeting gets too fired up.


Softening salespeople and convincing them to come up with a better offer is not impossible. They might know the ins and outs of a negotiation, but that doesn’t mean they can fool everyone. As a buyer you have to be prepared to bargain. Be confident, show that you’re interested to buy, but don’t exclaim your eagerness. An overly enthusiastic attitude will make the seller believe that you’re desperate to have that product; and sometimes desperation makes us spend colossal amounts on items that are worth half the mentioned value.

About William Taylor

Experienced writer William Taylor has extensive knowledge of business strategies and negotiation. His site, thegappartnership.com/, offers negotiation workshops in different languages.