The best negotiators are the ones who know what's coming before it ever happens. Most buyers use the same handful of “gambits” over and over again, yet too many salespeople walk into negotiations hoping they'll hold their own in the moment. Hope isn't a strategy. Preparation is. When you know the patterns, you stop reacting under pressure and start responding with confidence.

In this episode of Purpose Under Pressure, host Bryan Lefelhoc, founder of Bryan Media Strategies, welcomes Robert Perry, trainer and partner with Sandler by the Ruby Group, to unpack "The Buyer's Dirty Dozen”, twelve common negotiation tactics buyers use to gain an advantage.

Robert shares practical countermeasures for familiar buyer statements like "Your competitor is cheaper" or "Give me a discount and I'll send you more business." Rather than relying on scripted responses, he emphasizes understanding buyer pain, building muscle memory through role play, trusting a proven sales process, and maintaining the confidence to reset a conversation when momentum shifts.

Purpose Under Pressure is brought to you in partnership with Sandler by the Ruby Group, serving sales professionals and sales organizations nationwide from their locations in Akron and Columbus, Ohio, in Capital Region, New York, and in Jacksonville, Florida

Key Takeaways:

—Most buyer negotiation tactics are predictable, making preparation far more valuable than quick thinking.

—Price objections become easier to navigate when the conversation stays focused on solving meaningful business problems instead of defending cost.

—Promises of future business should be tied to measurable commitments rather than accepted at face value.

—Role-playing uncomfortable negotiation scenarios builds the muscle memory needed to perform confidently under pressure.

—When a negotiation starts going sideways, returning to a proven sales process is the fastest way to regain control.

—Admitting you missed a step and restarting the conversation can strengthen credibility instead of weakening it.

—A full sales pipeline creates the confidence to negotiate from a position of strength rather than fear of losing the opportunity.

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Helpful Links:

Robert Perry, Sandler by the Ruby Group: https://go.sandler.com/therubygroup/

Bryan Lefelhoc, Owner, Bryan Media Strategies: https://www.bryanmediastrategies.com/