"Give to get" in negotiations: A win for both sides

Negotiation isn’t just about getting to “yes”, it’s about shaping the customer journey so both sides feel they are getting the outcomes they need.

Knowing how to use “give to get” in any negotiation and create a sense of theatre around customer asks can help you stand out, build trust, and close deals with confidence.

Jump to:

• What is "give to get" in negotiation?
• Give to get: Using theatre to win negotiations
• Typical customer asks and how to respond
• Value defence strategies
• Final thoughts and your final defence - your Champion

What is “give to get” in negotiation?

“Give to get” is all about trading value, not just giving in. Instead of automatically saying yes to every customer request, ‘A Players’ anticipate negotiation moments and plan their responses. The aim is to exchange something meaningful, like a concession or a resource, for a commitment that moves the deal forward.

Here are some of our tips:

• Expect to negotiate
  Negotiation is a natural part of the sales cycle, so don’t be surprised when it happens. Instead, build it into your planning and forecasting. When you expect it, you’re less likely to be caught off guard and more likely to respond strategically.
• Be prepared
  Know your boundaries before you enter the negotiation. What are you willing to trade, and what’s non-negotiable? Preparation means you can respond confidently, rather than scrambling for answers.
• Trade, don’t concede
  Whenever a customer asks for something, think about what you can ask for in return. For example, if they want a discount, perhaps you could ask for an introduction to another stakeholder for additional business? This keeps the negotiation balanced and expands your interests in the account.

Give to get: Using theatre to win negotiations

Creating theatre in negotiation means making the process engaging and memorable. It’s about turning routine requests into opportunities to showcase your value and control the narrative.

• Defend your value
  Don’t just state your price, justify it. Use proof points, customer success stories, and hard data to show why your solution is worth it. When you make your value visible, customers are more likely to see things your way.
• Engage your Champion
  Your internal advocate (the Champion) can be a powerful ally. Invite them into the conversation at key moments to reinforce your value proposition and help address objections. Their support can tip the balance in your favour.
• Role play scenarios
  Practising negotiation scenarios with your team helps you prepare for real-life conversations. Try simulating common objections and customer asks, so you’re ready to respond confidently in real life.

Typical customer asks and how to respond

During negotiation, you’ll hear familiar requests. Some will be reasonable, others will be challenging. Here are two examples:

1. Payment terms:
   Customers often want extended payment terms. Before agreeing, consider what you can ask for in return, such as a case study.
2. Liability clauses:
   Legal teams may push for reduced liability. Use this as an opportunity to negotiate other terms that matter to you, like reference rights or case study participation.

Brainstorm scenarios with your team and decide your limits in advance. Always look for opportunities to trade value, not just give it away. Use theatre to make your value visible and defend your position with confidence.

Make sure you have your asks ready – whether that’s access, timelines to sign, multiyear contracts, your terms – and be ready to leverage the customer ask to get your win.

Value defence strategies

Before you start the negotiation or sit down with procurement, make sure you're prepared. Focus on confirming your position, validating the opportunity, and reinforcing your value before any discussion begins by:

• Confirming preferred supplier status:
  If you’re not the preferred supplier, procurement can use your competitor as leverage. Confirm your status early to avoid being played off against others.
• Meeting the Economic buyer and understanding the spend approval process:
  Don’t start negotiating until you’ve spoken to the Economic buyer and confirmed there’s budget for your solution. Otherwise, you risk negotiating with yourself.
• Agreeing the business case:
  Make sure your business case is formally approved. If it’s not, procurement may use it against you, and you’ll have little room to manoeuvre.
• Preparing your estimated proof of value:
  Be ready to demonstrate the value of your solution with data and case studies. This strengthens your position and helps justify your price.

And most importantly, prepare thoroughly for each meeting. Preparation is everything. Know your value, your limits, and your strategy before you walk in.

Final thoughts and your final defence - your Champion

A well-prepared Champion can advocate for you internally and help overcome obstacles. Everything is easier with a qualified Champion by your side. 

Negotiation is more than just closing deals. It's about guiding the process, defending your value, and building relationships that last. By mastering “give to get” and creating theatre, you’ll not only win more deals but also earn the trust and respect of your customers.

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