Negotiate the Why, Not the What
Saying yes to every term doesn't mean you won the negotiation. It usually means you lost it.
Your team keeps giving ground when they don't have to
Price pressure is real—but it's rarely the whole story
The other side always has a "why." Do you know what it is?
The best negotiators win before they get to the table
Most negotiation training teaches tactics: anchoring, silence, making the first offer. GWA's approach goes deeper. The negotiators who consistently win aren't the ones who out-maneuver the other side—they're the ones who genuinely understand what the other side is trying to solve. When you know the "why" behind the ask, you stop trading dollars and start trading value. That's where deals get made and relationships get stronger at the same time.
Negotiation is not a personality type. It's a process. And like any process, it can be taught, practiced, and made consistent across a team. GWA has trained over 30,000 professionals to negotiate from a position of understanding, not just strength.
Ready to change how your team negotiates? Click here to book a free consultation and ask about our Negotiation Skills Program.
Kind regards,
The Executive Team
Gary Waldron & Associates
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