Most people–even most salespeople—walk into a negotiation focused on what they want. They’re thinking about numbers, margins, and commission. But that lens makes it easy to miss the real levers that move a deal forward.

Lisa Earle McLeod breaks down why effective negotiators don’t start with tactics—they start with the other person’s world. What do they care about? What are they under pressure to deliver? What does a win look like for them? By grounding the conversation in outcomes that matter to the buyer, salespeople can create more alignment, trust, and momentum. 

Lisa shares how front-loading value and clarity early on often removes the need for drawn-out back-and-forths later. And when tension rises, the prep work you did—mapping out their goals, not just your own—is what keeps your lizard brain from hijacking the moment.

Negotiation becomes less about squeezing out a win, and more about making it easy for the other side to say yes.

Outline of This Episode

• (0:00 ) Introduction to Lisa Earle McLeod
• (02:57 ) How to Avoid Negotiating on Price
• (05:35 ) Trust-Based Negotiation Tactics
• (08:25 ) Why Negotiation Planning Matters
• (10:34 ) How to Avoid Manipulative Sales Tactics
• (13:49 ) Dealing With Aggressive Buyers
• (17:07 ) Real-World Negotiation Example

Resources & People Mentioned

• Lisa Earle McLeod’s website
• Selling with Noble Purpose

Connect with Lisa Earle McLeod

• Connect on LinkedIn

Connect With Paul Watts 

• LinkedIn
• Twitter 

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