Sean Sidney is known for his original negotiation concepts like "logic levers," the "persuasion sandwich," and "Bluff-4," and has trained more than 8,000 professionals to secure better deals and deliver real business value.
I'm talking to Sean this week all about how procurement pros gain leverage in even the most high-stakes deals. Sean generously shares his favorite tactics, including how to use threats respectfully, the power of emotional acceptance, and the strategic application of logic levers.
Whether you're in sales or procurement, Sean's actionable, relatable insights will help you navigate challenging negotiations, avoid common pitfalls, and forge better business relationships.
Plus, you'll hear real-world stories from Sean's own career, practical tips to recognize and counter aggressive negotiation moves, and the essential dos and don'ts that every negotiator should live by.
At the foundation of effective negotiation lies a clear understanding of the difference between strategy and tactics. Sean Sidney succinctly explains:
For instance, a buyer's objective might be to reduce costs. The strategy could range from developing new suppliers to collaborating for value creation. Tactics are then the moves—such as employing "logic levers" or persuasive messaging—that bring the chosen strategy to life.
Sean's go-to negotiation strategy, especially in high-stakes procurement deals, is to gain leverage. Leverage puts pressure on the other party to make concessions without having to give away value early. While it can seem aggressive, Sean emphasizes that this approach can be effective in both win-win and win-lose scenarios, provided you use the right tactics and maintain respect for the relationship.
However, leverage isn't about domination. Leverage, when used with progressive and collaborative tactics, creates the opportunity for both parties to get their share of the "pie"—even when that pie grows through collaboration.
So, how do you gain and apply leverage without damaging long-term relationships? Sean introduces three core negotiation tactics, ultimately wrapped into what he calls the Persuasion Sandwich:
By blending these elements, the persuasion sandwich becomes a sophisticated yet non-confrontational way to negotiate assertively without alienating your counterpart.
One of Sean's golden rules is that preparation is everything. He advocates spending 80% of your effort preparing—analyzing your own and your counterpart's position, planning your moves, and developing tradeable concessions. Even the most skilled negotiators wish they had prepared more.
Understanding and countering aggressive tactics—like strong anchoring, "take it or leave it" offers, or last-minute demands comes down to anticipation and response. Recognize the move, re-anchor with confidence and logic, or be ready with a tradeable variable to maintain balance.
Sean distinguishes between two classic strategies:
While not every negotiation will veer toward true collaboration, building trust, focusing on shared objectives, and sometimes even shifting your "seating" position from face-to-face (competitive) to side-by-side (collaborative problem-solving) can move negotiations along the spectrum toward a win-win outcome.
Sean also shares a memorable story from his first week in a procurement role. By aligning internally with stakeholders and skillfully bluffing the supplier (using the persuasion sandwich), he secured a €200,000 saving, timely delivery, and stakeholder buy-in for future projects.
Sean's advice is to prepare meticulously, wield tactics thoughtfully, always trade and never move for free, and build genuine rapport. Whether you're in sales or procurement, mastering both strategy and tactics, and knowing when to use each, will set you apart as a true negotiation hero. Remember, the best negotiators seek to win, but they also strive to grow the pie for everyone at the table.
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