// Research

Top Performance in Sales Negotiation

Learn the tactics sellers and buyers use, what works, and what doesn't.

What do the best sales negotiators—those who achieve their pricing targets, are more confident in their negotiations, and are very satisfied with the outcome of their negotiations—do differently than those who aren't as successful?

What are the best strategies for successfully leading a sales negotiation? What do buyers really want? Which tactics work best for buyers? For sellers? How is negotiating with procurement different?

We set out to answer these questions, and more, in our Top Performance in Sales Negotiation study.

Through the RAIN Group Center for Sales Research, we studied 713 buyers and sellers in a global study. We analyzed data from 449 buyers—including 247 business buyers and 202 procurement professionals—who represent $2.59 billion in annual purchases in over 26 industries across the Americas, EMEA, and APAC.

The Top Performance in Sales Negotiation Benchmark Report

This 81-page report, including 100 graphs and analyst commentary, will give you fresh insights into what’s working today for negotiation success. Get a look into your buyers' minds as they share what works, what doesn’t, and what’s most important to them.

You’ll also get verbatim answers to questions from business buyers, procurement buyers, and sellers around questions, such as:

  • What metrics were used to determine the success of the specific negotiation?
  • What’s the biggest challenge you/your team face during negotiations?
  • What’s the one thing suppliers could do differently to make negotiations more successful for everyone?

Fill out the form to download the report.

Key Findings in This Report

Top Performance in Sales Negotiation Preview

What we uncovered in our Top Performance in Sales Negotiation study may very well turn what some thought they knew about negotiation on its head. Key findings include: 

  • Most sellers cave and give into pure price concessions, but most buyers admit to being able to pay more
  • Top-Performing Sales Negotiators know how to come in high on price and negotiate down
  • According to buyers, sellers do not understand ROI (even though sellers think they do!)
  • Many sellers miss the mark when it comes good selling (sharing ideas, articulating value and differentiators, knowing the competition, etc.)
  • Top-Performing Sales Negotiators are much more likely to receive extremely effective negotiation training (9.3X! more likely to be exact)
  • The #1 factor most separating Top Performers from The Rest is understanding the power and leverage held by each side in the negotiation 
  • Despite what they tell sellers, procurement professionals cite cost as a negotiation success metric 12X more frequently than quality

Build a Team of Top Sales Negotiators

Negotiation skills are essential for keeping margins, profitability, and customer satisfaction high. However, many sellers cave to try to close out deals.

With RAIN Sales Negotiation, your sellers will learn to lead confident negotiations that result in better outcomes for both sides.

Learning modules include:

  • Leading the Negotiation Process
  • Handing Common Buyer Negotiation Tactics
  • Building Value in Negotiations
  • Effecting Emotions in Negotiations
  • And more

Learn more about RAIN Sales Negotiation. east

Teach your sellers the ins and outs of sales prospecting and how to incorporate it into their regular sales activities with RAIN Sales Prospecting.

Based on our research, this program gives your sales team a proven process for generating meetings and filling the pipeline with qualified prospects.

Learning modules include:

  • Building an Attraction Campaign
  • Analyzing Your Numbers and Prospecting Research
  • Prospecting with LinkedIn and Social Media
  • Setting Appointments with Emails and Referrals
  • And more

Learn more about RAIN Sales Prospecting. east

Insights for Smoother Negotiations

Lead confident negotiations and win deals at better margins with the help of our findings in Top Performance in Sales Negotiation.

Top Performance in Sales Negotiation