A few weeks ago, I was facilitating a program on Value Articulation for an IT services major. During the break, one of the participants approached me with a challenge he was facing.
He shared that a client was negotiating extremely hard during a renewal discussion, and he felt cornered. His natural reaction was defensive, thinking only about how badly his organization needed the business.
So, I asked him two simple questions:
- Do you need the business?
- Does the client need your organization as much?
While he was laser-focused on the first question, the second one made him pause. He realized that his client’s organization also depended heavily on his company’s services, particularly because the application they provided was mission-critical and core to the client’s business operations.
That shift in perspective was powerful. He returned to the negotiation with a more assertive mindset, recognizing that he too held significant leverage. The outcome? A balanced, respectful discussion rather than a one-sided, defensive exchange.
The Takeaway
Too often, we underestimate our own leverage in negotiations. The truth is:
- If the client needs your expertise, you have a seat at the table.
- If your solution is business-critical, your value is undeniable.
- Confidence comes from understanding the mutual dependency in the relationship.
Negotiation isn’t just about cost, it’s about value, trust, and recognizing the strength of what you bring.
Conclusion
The next time you find yourself in a difficult negotiation, don’t just ask: Do I need this business? Instead, also reflect: Does the client need me just as much?
That mindset shift can transform your position from defensive to consultative and from pressured to empowered.
Keywords: Negotiation leverage, consultative selling, assertive mindset, client renewal, value-based selling, sales negotiation, customer centricity, IT services sales, business-critical applications, sales coaching