09/03/2026
$215 Million.
Negotiated for over a year. Still not closed.
They had a big brand name. They knew it. And they kept pushing — because they could.
Every time the other side gave something, they asked for more. “Just a little more. We’re a big company. We deserve the best deal.”
When they came to my session, I asked them two questions:
“What do you actually NEED from this deal?”
Then: “What do you WANT?”
Silence. Because the answers were very different.
Here’s what we uncovered:
They had crossed their “need” months ago. The deal already gave them everything they actually required. But because the other side kept saying yes — they kept wanting more.
It’s human nature. When someone says yes, we think: “What else can I get?”
But here’s what they were losing while chasing “more”:
→ Time. Over a year of senior leadership’s time and energy.
→ Goodwill. The relationship was quietly souring on the other side.
→ Intangibles. Service priority. Future flexibility. Partnership goodwill.
→ Opportunity cost. What else could that energy have been spent on?
When they saw the full picture — not just the visible numbers, but the invisible losses — something shifted.
Within 7 days of my session, they closed the deal.
Not because they settled. Because they finally understood the difference between:
Winning a negotiation. And winning the BEST outcome.
Those are not always the same thing.
The most dangerous negotiator isn’t the aggressive one. It’s the one who doesn’t know when to stop.
Have you ever pushed a negotiation further than you should have?
What did it cost you in the end?
Tell me below — I read every comment.