B2B Sales Negotiation by Bill Morrison

A Practical Negotiations Framework for Sales Managers, Salespeople and Business Leaders.

Most B2B salespeople have been trained to sell, few have been trained to negotiate. Fewer still know how to do both at the same time.  This book closes that gap

B2B Sales Negotiation gives you a practical, field-tested framework to close more deals, on better terms, with less stress. Written for the real world of complex B2B sales where buyers are better informed, procurement teams are more aggressive, and the pressure to discount has never been higher.

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ABOUT THE BOOK

B2B sales negotiation is changing, and sales professionals need to be ahead of the wave. Research shows that buyers today have made 70% of their purchasing decisions before they ever speak to a potential supplier. Three quarters of them would rather not deal with your sales team at all. And when they do sit down with you, they arrive armed with AI-powered negotiation tools, competitive benchmarks, and professional procurement playbooks.

The old rules no longer apply in many cases. Neither does advice designed for FBI hostage negotiators or Harvard Law School graduates. You are not trying to get criminals to surrender. You are trying to close a deal with a business partner – and that means understanding that you will always “split the difference.” Your job is to make sure you don’t split it 50/50.

B2B Sales Negotiation is the book that bridges the gap between selling and negotiating. It draws on decades of real-world experience across industries – from handheld scanning systems to small modular nuclear reactors – to give you the tools, language, and process to win more complex deals on terms that protect your margins and strengthen your relationships.

Four parts. One integrated negotiation system.

Each part builds on the last, taking you from understanding the landscape to executing deals with precision and confidence.

Evaluate- Think before you act. Before the first commercial conversation begins, you need to understand what is really driving the other side. This section covers how to uncover motivations at the operational, organizational and personal level; how to map objectives, trades and options; and how to plan for the gaps before they appear.

Engage- Earn the right to negotiate. Trust drives dialogue, and dialogue drives deals. This section explores how to build genuine credibility with buyers, how to navigate the complex decision-making units that exist in most large organizations, and how to position yourself as a partner rather than a vendor – long before the commercial discussion starts.

Exchange- Create leverage through trading concessions. Negotiation is not about giving things away. It is about trading – getting something of value every time you give something up. This section shows you how to map your gives and gets, how to qualify effectively, and how to avoid the trap of becoming a “no-fee consultant” to a buyer who has no intention of signing.

Execute- Close for decisions. Closing is a process, not a moment. This section covers six proven closing strategies, how to handle pricing pressure and competitor threats, how to use anchoring to shape the buyer’s perception of value, and ten specific techniques for breaking the logjams that kill deals at the final stage.

We always split the difference. Our jobs is to make sure that we don’t split it 50/50

Bill Morrison

WHO SHOULD READ THIS BOOK

This book is for anyone involved in negotiating commercial agreements between business organizations.

Salespeople and account managers who want to move beyond instinct and discount-driven closes, and develop a structured approach to high-value negotiations.

Sales managers and directors who need to coach their teams through complex deals, build consistent negotiation processes, and reduce reliance on last-minute price cuts.

Business development leaders working in competitive markets where deals are long, stakeholders are many, and pressure from procurement is constant.

CFOs, product managers and business unit leaders who find themselves negotiating significant contracts without formal negotiation training or a clear framework to rely on.

Customer success and commercial teams who need to renegotiate terms, manage renewals, or protect margins in ongoing client relationships.

Buyers and procurement professionals who want to understand the other side of the table and build more productive commercial partnerships.

If you have had sales training but no negotiation training – and almost no one has had both – this book fills the gap.

Meet Bill Morrison

Bill Morrison has spent decades working with sales teams, commercial leaders, and business organizations across the world on the practical challenges of B2B negotiation. His work spans industries and deal sizes – from technology and professional services to infrastructure, manufacturing, and complex capital investments.

This book draws on that experience directly: the real deals, the real logjams, the real mistakes, and the strategies that actually worked. It is not a theoretical framework imported from another discipline. It is a practical guide built from the ground up for the environment in which B2B salespeople actually operate.

Please reach out to Bill on LinkedIn