A VP of Sales once told me: “The pricing felt fair. I just didn’t
trust the rep.”
That deal was winnable.
They had budget. Need. Authority.
But something in the conversation tripped the alarm bells.
It wasn’t the numbers.
It was how the negotiation felt.
We forget this all the time: Buyers aren’t calculators.
They’re humans, driven by fear, control, loss, status.
And if you know how to trigger the right parts of the brain… You can
shift the whole tone of a deal.
Here are 3 negotiation tactics backed by neuroscience that top reps use to keep
momentum—and win on value.