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We’re BACK with more negotiation gold from "Never Split the Difference." In Chapter 6, Chris Voss teaches us how to "Bend Reality" using powerful psychological principles. Today, I'm breaking down how these tactics can transform your sales approach and help you close bigger deals without being pushy. Let's dive in!

Key Learnings

Chapter 6 reveals how top negotiators shape perception to their advantage. In sales, this isn't about manipulation – it's about strategically framing offers to highlight their true value while addressing the prospect's core concerns.

Voss introduces the concept of anchoring, where the first number mentioned sets the stage for the entire negotiation. Most salespeople make the mistake of starting too low or meeting in the middle too quickly. By understanding how to set effective anchors, you can dramatically improve your deal outcomes.

The chapter also explores how our perception of losses and gains isn't logical – we feel losses much more intensely than equivalent gains. Smart salespeople use this "loss aversion" principle by framing their solutions as ways to avoid painful losses rather than just achieve gains.

Perhaps most valuable for sales pros is Voss's guidance on using deadlines and fairness to create momentum. By mastering these psychological triggers, you can overcome stalls and create urgency without resorting to high-pressure tactics that damage relationships.

Top 5 Takeaways

1. The person who mentions a number first usually loses – instead of quoting prices immediately, get prospects to reveal their budget or expectations first.

2. Frame your solution in terms of what prospects will lose by not buying (loss aversion) rather than just what they'll gain – this triggers stronger emotional responses.

3. All deadlines are flexible – when prospects give you a tight timeline, respond with "What happens if we don't meet that deadline?" to test if it's real or arbitrary.

4. The F-word ("fair") is powerful – when prospects claim your price isn't fair, they're often trying to gain leverage, not actually making a value judgment.

5. Use calibrated "how" questions rather than "why" questions when discussing pricing – "How am I supposed to do that?" is more effective than "Why do you need that price?"

Daily Implementation

Try these practical steps to bend reality in your sales conversations:

Start practicing strategic silence after presenting your price. Count to 10 silently before speaking again – this often triggers the prospect to negotiate against themselves.

Create a clear "loss" narrative for your product. Instead of "Our solution helps you reach more customers," try "Without our solution, you're missing 40% of potential buyers every month."

When facing price objections, respond with "I want to be sure you feel treated fairly. What would make this work for you?" This leverages fairness principles while keeping discussions open.

Test the reality of client deadlines by asking follow-up questions: "What happens on January 1st if we haven't implemented?" Often, these deadlines are flexible when examined.

Instead of offering standard discounts, use non-monetary terms like implementation support or extended service periods to maintain your value while giving the prospect a win.

Document your anchor points before calls. Prepare three numbers: your aspiration price, your target price, and your walkaway price – and stick to your plan during emotional negotiations.

Remember, top sales performers aren't just persuasive talkers – they're strategic reality-benders who understand how perception shapes decisions. By applying these psychological principles ethically, you'll close more deals while building trust.

Beyond the Bargaining Table

What's one sales conversation where you can apply these principles this week? Try anchoring higher than usual or framing your solution in terms of what your prospect stands to lose without it. The results might surprise you! Remember, the most successful salespeople don't just sell products – they transform how customers see their options.