Business negotiation skills

When you think of negotiation in business, you might imagine it as some high-stakes showdown — the kind of boardroom drama you'd expect to see in Succession, with insults that would make HR flinch, sneaky deals, and someone inevitably storming out.

In marketing, though, the reality is usually a lot less dramatic: persuading finance not to cut your campaign budget, pleading with an agency to squeeze in some last-minute changes at 4.30pm on a Friday, or convincing design that yes, the company logo really does need to be bigger.

The truth is, negotiation isn't about the drama. In this article, Professor Fatima Annan-Diab, executive dean of the Royal Docks School of Business and Law, University of East London, and Simon Phillips, founder of The Change Maker Group, share how marketers can be more confident (and successful) when it comes to negotiating. 

Moving beyond the stereotypes

Say the word "negotiation", and lots of people might think it means standing your ground at all costs. Phillips, however, who has built his reputation teaching leaders how to negotiate, thinks this stereotype is two things: outdated and unhelpful. 

"When people hear the word negotiation, they often picture someone banging the table, raising their voice, and refusing to budge. Honestly, that is nonsense. The best negotiators I have worked with do not look anything like the movie stereotype. They are calm, curious, and above all, empathetic. They know how to read the room and figure out what is really driving the other person."

So, it's important to remember: if you're in a budget meeting or client pitch, having a "battle" mentality rarely gets you anywhere. Instead, finding common ground and solutions that work for all parties is, in the end, a far more effective way of making progress.

Sometimes the wisest move is knowing when to walk away

Annan-Diab highlights that negotiation is about far more than just securing the best deals. In fact, it's often less about getting better prices and more about building strong relationships. 

"Negotiation is not just about getting the best deal; it is about finding common ground, building trust, and creating value that lasts. For marketing professionals, it is part of everyday work, whether that is shaping a brand partnership, managing stakeholder expectations, or protecting your organisation's reputation."

Trust, she argues, must be actively built into every conversation: "Trust plays a central role. It is not something you can assume; it has to be built throughout the process. And while it is tempting to focus on securing the best commercial terms, I have found that the most effective negotiations are those that lay the groundwork for relationships that grow over time."

For marketers, this means treating every negotiation as a wider reflection of your brand. 

Annan-Diab notes: "Every conversation reflects who you are and what you stand for. At the Royal Docks School of Business and Law, we do not just market programmes, we market purpose. Every negotiation I lead must reinforce our values, our distinctiveness, and our relevance."

And sometimes, the wisest move is actually knowing when to walk away: "Ultimately, negotiation is a profound act of leadership. And sometimes, the most strategic move is to say no. When the fit is not right, walking away is not a failure; it is a decision that protects your brand and your future."

Empathy: your secret weapon

So, if negotiation isn't about force, what works instead? Phillips argues that empathy is a marketer's secret weapon.

"Negotiation is not about one side winning and the other losing. That mindset kills good deals. It is actually about creating something that works for both sides. And that only happens if you really understand what the other person needs in order to succeed."

He suggests using a simple framework he calls the LACE Way: Listening, Accountability, Collaboration, Empathy.

"Marketers, of all people, should be brilliant at this. We spend our careers trying to understand audiences, what they care about, what moves them, what makes them say 'Yes'. Yet, when we step into a negotiation, that instinct often vanishes. We switch to selling mode instead of relationship mode."

To avoid this trap, Phillips suggests asking three questions before your next negotiation: "What does success look like for them? What would make their life easier? What would help them look good to their boss?"

Doing this shifts the focus from simply pushing your case to solving the problem together.

Negotiation works best when both sides help shape the outcome

Negotiation is no longer about "closing" in the traditional sense. As Annan-Diab explains: "In today's business environment, negotiation calls for more creativity and collaboration. It is no longer just about closing a deal, it is about engaging in meaningful dialogue, identifying shared goals, and exploring alternative solutions that benefit everyone involved. This is especially true in marketing, where your brand is always on the line."

For marketers, that collaborative approach really matters when you're partnering with brands, working with agencies or simply trying to get different teams in your business on the same page. In short, negotiation works best when both sides help shape the outcome.

Practical steps to strengthen your negotiation skills

Drawing on both Phillips' and Annan-Diab's insights, here are five practical strategies you can start doing straight away:

• Listen before you pitch – "Most people skip straight to pitching and forget the groundwork," says Phillips. Spend more time uncovering what matters to the other side instead of pushing your own solution.
• Protect brand integrity – Annan-Diab reminds us: "Every conversation reflects who you are and what you stand for." Make sure each deal reflects your organisation's values, not just short-term gains.
• Prioritise long-term partnerships – "The most effective negotiations are those that lay the groundwork for relationships that grow over time," says Annan-Diab. View negotiations as the foundation for relationships that will add value well beyond the immediate deal.
• Be accountable and realistic – "Do not promise the moon if you cannot deliver it. People trust negotiators who are upfront, even about the limitations," says Phillips — credibility matters.
• Know when to walk away – or, as Annan-Diab puts it: "Sometimes, the most strategic move is to say no. When the fit is not right, walking away is not a failure; it is a decision that protects your brand and your future."

Final thoughts

Negotiation isn't the boardroom drama you see on TV. For marketers, it's all about listening, staying true to your values, and building the kind of partnerships that set your work — and brand — up for success.

As Annan-Diab reminds us: "Ultimately, negotiation is a profound act of leadership."

Take your negotiation skills to the next level with the CIM Business Negotiation Skills training course. This course covers a range of the tools top negotiators use to achieve their outcomes and gives you the opportunity to practice these skills.