Negotiation Styles in Sales: The Complete Guide

Negotiation styles are the approaches sales professionals use to guide deal conversations. The two primary styles are consultative (collaborative) and adversarial (competitive). In most sales situations, a consultative negotiation style is more effective because it builds trust, protects deal value, and leads to mutually beneficial outcomes.

Sales negotiations don’t have to be tense or combative. Choosing the right negotiation style—and pairing it with proven negotiation techniques—can help sales professionals close more deals, avoid last-minute concessions, and strengthen long-term customer relationships. 

Read on to find out which negotiation tactics to adopt for better sales success. In this article, you'll learn:

What Are the Main Types of Negotiation Styles in Sales?

At the most basic level, there are two main sales negotiation styles: 

1. Consultative (Collaborative) Negotiation Style
2. Adversarial (Competitive) Negotiation Style

Consultative Negotiation Style

The consultative negotiation style puts the customer at the center of the sales conversation from beginning to end. Sales professionals using this style: 

• Identify and resolve customer objections early
• Strive for win-win outcomes
• Build trust to support long-term partnerships

Adversarial Negotiations Style

The adversarial negotiation style prioritizes winning at the other party’s expense. Sellers who use this style: 

• View negotiations as a zero-sum game
• Anchor to their own interests
• Rely on manipulative tactics that can harm relationships

Which Negotiation Style is Most Effective in Sales?

A consultative negotiation style is the most effective for most sales scenarios—provided sellers maintain control of the process. 

Being consultative does not mean giving in on price or scope. Skilled negotiators: 

• Preserve the value of their solution
• Keep scope and pricing intact
• Avoid trading without a clear understanding of customer needs and priorities

Negotiations Techniques for Successful Sales Meetings

Once the right negotiation style is selected, these techniques help sales professionals create win-win outcomes: 

1. Prime the Buyer - Position yourself as a partner, not just a vendor
2. Lead by Opening - Present your offer first to anchor the discussion
3. Convert Demands into Needs - Uncover the real issues behind customer demands
4. Trade to Protect the Deal - Offer value-added concessions before price cuts
5. Seek Commitment at Every Stage - Build momentum through micro-commitments
6. Build Trust Continuously - Demonstrate transparency and follow through

Mastering Sales Negotiations

Mastering the right negotiation style isn’t just about closing a single deal—it’s about building a sustainable approach to sales success. By choosing a consultative negotiation style, applying proven techniques, and maintaining control throughout the process, sales professionals can protect deal value, strengthen customer relationships, and create long-term opportunities.  

Every conversation is a chance to demonstrate your value, build trust, and position yourself as a partner in your buyer’s success. The more intentional you are about your negotiation style today, the more confident, profitable, and rewarding your sales outcomes will be tomorrow. 

Richardson provides sales professionals with all of the steps required to efficiently and effectively move an identified opportunity through the pipeline to close. Learn how our Consultative Negotiations program equips sellers with the knowledge, confidence, and skill to avoid losing control, read and adapt to each situation, and guide the negotiation to a mutually beneficial result that maximizes their outcome and protects the relationship. Contact us to learn more about our sales training programs and how we tailor them to fit your organization’s needs.