In the competitive landscape of B2B sales, possessing strong negotiation skills is not just an asset, but an absolute essential skill.
As suppliers strive to secure favourable deals while maintaining good relationships with clients, the ability to negotiate effectively can make the difference between success and failure. This is especially true in B2B sales, where transactions often involve high stakes, long sales cycles, and complex decision-making processes.
We recently surveyed over 200 sales and business development people who work on high-stakes deals on their effectiveness across 37 negotiation skills. The goal was to build a profile of the skills and approaches that make a negotiator really successful.
From it, we identified 4 archetypes, and one stood out from the rest as the most successful.
The Trust Builder.
Trust isn’t just a “nice-to-have” in B2B sales negotiations; it’s a critical driver of success. Our report shows that Trust Builders – negotiators who prioritise relationships and empathy as well as business – consistently get better commercial outcomes from their negotiations including improved win rates, driving upsells/renewals, and better long-term business outcomes.
And as markets become more crowded and competitive, and margins get squeezed, the ability to both convert opportunities, and convert on favourable terms is a key factor in building a thriving business over one merely surviving.
“This is one of the most validating things I’ve ever heard said on this podcast.”
These were the words of my host, Kwame Christian. Founder of the American Negotiation Institute (ANI), and host of the ‘Negotiate Anything’ podcast – currently on over 1380 episodes – when I joined him to talk about the Trust Builder report.
We explored the power of trust in negotiation, and how my study of 200+ sales negotiators revealed that Trust Builders – the ones who prioritize empathy, credibility, and mutual value – consistently outperform other profiles in win rates, renewals, and commercial business outcomes.
Kwame’s insight summed it up perfectly: trust amplifies your negotiation skills. Without it, even the best tactics fall flat. So, how do you build trust? By being credible, transparent, and collaborative.
These aren’t just soft skills—they’re competitive advantages. Take a listen to hear from an expert negotiator why this report matters.
And, in a proud moment for my career, the report has also been featured in Forbes. It summarises some of the key take-aways, and actionable strategies from the report, and show how trust-building is a powerful predictor of success in B2B sales negotiations.
To find out more about the different negotiation archetypes and why The Trust Builder comes out on top, start by downloading your copy of The Trust Builder report.
When you’re ready to take your negotiation skills to the next level, complete the negotiation diagnostic for yourself.
By completing the survey, you’ll receive a personalised report that evaluates your sales negotiation maturity and provides tailored insights to help you improve. You can access the survey here.
If you want to know your archetype, this is a premium, paid-for service, please message us at info@piscari.com.