In a new episode host John Golden talks with Saad Saad. Saad is a negotiation coach who helps salespeople close deals faster and protect their profits. He lives in Detroit, Michigan, and teaches at top schools like Columbia University. He also wrote a book called In the Lead about how to get better at sales negotiations.
Here are the top lessons from their talk—made simple and easy to use.
1. Start Negotiating Early
What People Get Wrong
Many salespeople wait until the end to negotiate, like when the legal team steps in.
What Saad Says
Negotiation should start from the very first meeting. Every talk with a client is part of the deal.
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- Bring up outcomes early. Ask what the client wants from the start.
- Think of every promise as a small deal. Even setting up a meeting is part of the negotiation.
2. Build Strong Relationships Early
Why It Matters
If you wait too long to talk about tough topics, things can get tense or confusing.
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- Be real and respectful from the start.
- Keep a balance. A little bit of tension is okay—it shows both sides care.
3. Don’t Lead With Price
What Saad Means
Starting early doesn’t mean jumping into pricing. It means understanding what the client needs at every step.
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- Ask what matters most to the client.
- Make sure each meeting has a clear purpose. Both sides should gain something.
4. Use Empathy and Be Clear
What Works Best
Being kind is good—but be strong too. Know what you want while also caring about what the client needs.
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- Speak clearly about your goals.
- Listen well and show you understand.
5. Do Your Research
Why It’s Important
Before you close any deal, learn how the client makes decisions.
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- Find out who is involved. Look for decision-makers and those who might say no.
- Ask smart questions early. This helps avoid surprises later.
6. Know the People Inside the Company
What to Look For
Every company has its own setup. Knowing who matters helps you focus your message.
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- Map out the team. Know who approves the deal.
- Change how you speak depending on the person.
7. Keep It Simple
Common Mistake
Some salespeople share too many reasons why their deal is great. This can confuse the client.
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- Pick the most important points.
- Speak in a way that makes sense to that person.
8. Prepare Like a Pro
Why It Matters
If you’re not ready, you may lose control of the deal. Good prep lets you lead instead of follow.
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- Know your product, your client, and your plan.
- Use that knowledge to guide the talk.
9. You Can Learn to Negotiate
Is It Natural or Learned?
Saad says anyone can learn negotiation skills. He did—after growing up in a home that avoided conflict.
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- Know your strengths and weak spots.
- Keep learning and practicing.
10. Watch for Culture Differences
Why It’s Key Today
Not all people or countries negotiate the same way. What works in one place might not work in another.
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- Learn how your client’s culture handles business talks.
- Change your style to match.
11. Mix Strength with Kindness
What Works
Great negotiators are firm but fair. They know what they want, but they also care about the other side.
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- Speak up for your needs.
- Show you want a win-win outcome.
Final Thoughts
Negotiation is not just something you do at the end of a sale. It should happen all along the way. Saad Saad shows us that with the right skills and mindset, anyone can get better at it.
Top Tips to Remember
✅ Start negotiation early
✅ Build strong relationships from the start
✅ Focus on outcomes, not just price
✅ Use empathy and be firm
✅ Do good research
✅ Know the client’s team
✅ Don’t overload with reasons
✅ Be well-prepared
✅ Keep learning the skill
✅ Understand culture differences
✅ Mix empathy with strength
Our Host
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.
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