Episode #11 – Sudarshan Peshwa

Negotiation is an art and science at the heart of every successful sales process, especially when the stakes are high and customer relationships are central to long-term growth. On this episode of the podcast, Sudarshan Peshwa, an ABB sales veteran with over 15 years of sales experience, shares his proven approach to mastering negotiation. From preparation to strategic concessions and ethical standards, Sudarshan’s insights set a compelling blueprint for sales professionals seeking to close deals without compromising profitability or trust.

Whether you’re curious about how to avoid common negotiating mistakes or looking for practical advice on handling tough negotiators, this episode is packed with real-world examples, essential dos and don’ts, and preparation tips that can help transform your sales approach. Join us as we discuss how value-driven selling, careful groundwork, and ethical negotiation techniques lead not just to successful deals but partnerships built to last.

Outline of This Episode

• [00:00] Why negotiation is an essential skill for sales professionals.
• [04:15] Key elements that salespeople should prepare before stepping into a discussion.
• [05:59] The basis of a structured negotiation framework.
• [07:42] Handling difficult negotiators and high-pressure situations.
• [09:29] Do’s and don’ts for effective, ethical negotiations.
• [12:06] Real-world example of negotiation success.

Why Negotiation Matters: Beyond Price to Value

According to Sudarshan, negotiation skills are critical because they directly affect the outcome of deals and the longevity of customer relationships. While other sales skills, such as presentation or persuasion, are vital for reaching the negotiation stage, the actual negotiation determines both closure and long-term impact. Negotiation secures agreements between independent parties; it’s about more than just price, it’s about value alignment and mutual growth.

The distinction here is essential: great negotiators move the conversation away from mere price haggling and instead shine a spotlight on the strategic value their solutions bring. Importantly, focusing on value over price reduces pressure, maintains margins, and turns offers into strategic investments rather than expenses.

Common Mistakes and How to Avoid Them

Sudarshan sees three prevalent mistakes among sales professionals entering negotiations:

• Insufficient Preparation – Not fully understanding goals, customer needs, competitive context, or possible objections undermines negotiation strength.
• Focusing Only on Price – Salespeople often make the error of undervaluing their offering and allow negotiations to devolve into a pricing battle.
• Failure to Listen and Question Deeply – Jumping to conclusions or relying on assumptions leads to misplaced priorities and customer dissatisfaction.

Invest time in thorough preparation, research decision makers and buyer motivations, and adopt a customer-centric mindset.

Preparation is the Foundation of Negotiation Success

Preparation is not just helpful; it’s foundational. Sudarshan estimates that 80% of negotiation success depends on pre-negotiation groundwork. Effective preparation includes:

• Researching the buyer’s needs and organizational structure
• Understanding the negotiation style of the counterpart
• Clarifying the value proposition
• Outlining trade-offs, scenarios, potential objections, and tactical concessions

By anticipating what’s negotiable and what’s not, sales professionals step into discussions with confidence and flexibility, ready for both collaboration and challenge. Winning negotiations does not mean dominating the counterpart; it involves structure, empathy, and strategic concessions. 

A Story of Strategic Negotiation

Sudharshan illustrated these principles through the story of a complex deal with a leading steel producer in India. After extensive presentations and a two-year persuasion process, his team prepared meticulously for negotiation: understanding shutdown logistics, mapping decision-makers, and quantifying long-term value. The result? A healthy margin, successful technology upgrade, and lasting reference for future business, all achieved through preparation and value-driven negotiation.

Negotiation mastery is not about short-term wins; it’s about creating sustainable, mutually advantageous outcomes through preparation, insight, and ethical integrity. As Sudarshan’s experience shows, when sales professionals anchor their approach in value and strategic thinking, they earn not only deals but also enduring respect from clients.

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• Sudarshan Peshwa on LinkedIn

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Learn More About Sudarshan Peshwa

1. What was the pivotal moment in your career when you realized the impact of negotiation skills on sales success?

Early in my sales career, I believed price was the sole factor in any negotiation. However, when I realized that customers consistently requested discounts, I began to explore and discuss other negotiation elements such as volume, delivery schedules, and payment terms. This broader approach led to much better outcomes.

2. Can you share an example where a strategic negotiation approach resulted in a win for both you and the customer?

A leading steel manufacturing company, primarily focused on price during negotiations, was in talks with us to procure a large motor. We shifted the emphasis to the unique features and the complexity involved in manufacturing these motors, highlighting that they are incomparable to standard motors of similar capacity. We also explained their superior efficiency, which ultimately reduces operating costs, constituting 97% of the total cost of ownership (TCO).

3. What has been your biggest challenge in negotiations, and how did you overcome it?

Negotiators who focus only on price. I overcome that by: 

1. Reframing the discussions to value (e.g, outcomes, risk reduction, and total cost of ownership). Bringing data to justify various values.
2. Broaden the variables, move the negotiation from a single number to a full package (terms, timing, service levels, scope, delivery, payment, volume, exclusivity, references), so price becomes one of many levers creating joint gains.
3. Offering tiered options. Gives them control while subtly showing what they lose by choosing the cheapest option.

4. What are your top three habits, tools, or techniques that help you consistently succeed in negotiations?

1. Data-driven analysis
2. Market Intelligence
3. BATNA

5. As buyers become more informed and price-sensitive, how do you see negotiation strategies evolving in the future?

Negotiation is evolving fast. With AI, data analytics, and a growing focus on collaboration, emotional intelligence, and ethical values, it’s becoming a smart mix of technology and human insight. The future of negotiation isn’t just about getting the best deal; it’s about building meaningful, inclusive, and sustainable relationships

6. What are some simple but often overlooked negotiation tactics that can make a significant difference in the outcome?

Employing simple but often neglected tactics such as attentive listening, strategic questioning, reciprocal concessions, strong anchoring, and periodic clarification can decisively improve negotiation outcomes.