How to Negotiate Through the Sales Process

Negotiation isn’t some mysterious art reserved for closers with years of experience. It’s a process, a series of conversations and moves you make at the right time to help your prospect say “yes” more often.

At Sales Ink, I get asked a lot about how to handle negotiations while moving a deal forward without killing the vibe or pushing too hard. So here’s the simple breakdown I teach:

Step 1: Qualify the Prospect (Don’t Waste Time on the Wrong Jobs)

Not every inquiry is worth chasing. Before investing time preparing quotes or samples, make sure the prospect is a good fit for your shop.

Ask questions that uncover:

• What’s the purpose of their order? Are they looking for a one-off event, ongoing branded apparel, or bulk corporate swag?
  

• What’s their budget range? Knowing this early helps you tailor realistic options instead of wasting time on proposals that don’t align. A good question here is, “What budget are you hoping to accomplish?”
  

• How soon do they need the order? Tight deadlines can impact your capacity and pricing. A good follow-up question once they tell you their in-hands data is, “What would happen if you don’t get your order by then?”
  

• Who’s involved in approving the final design and approving/paying for the order? Understanding decision-makers avoids surprises later.

If a prospect can clearly explain why they need your services and see the value you provide, that’s a green light. If they’re vague or non-committal, it’s okay to step back until they’re ready.

Qualifying early keeps your production line humming and your sales efforts focused on opportunities that will truly move the needle.

Step 2: Pitch the Prospect by Focusing on Their Needs

When presenting your services, don’t just list what you offer, show how you solve their specific problems.

For example, instead of saying:
“We do screen printing and embroidery,”
try saying:
“We help companies get their branded shirts ready on time, so their teams look professional at every event without last-minute stress.”

Talk about the benefits your printing services bring, like reliability, quality, and making their brand stand out. Connect your pitch directly to what matters most to them.

This approach makes your offer relevant and positions you as a partner, not just a vendor.

Step 3: Handle Objections by Addressing Concerns Head-On

In our industry, objections are common…whether it’s about price, turnaround time, or design options. Don’t shy away from them; instead, bring up potential concerns before the client does.

For example, you might say:
“I know sometimes print jobs can take longer than expected or there can be quality issues elsewhere. That’s why we focus on clear timelines and thorough quality checks to make sure you get exactly what you expect.”

This shows you understand their worries and are prepared to solve them.

Then, give your client space to share their thoughts or doubts. When they feel heard, they’re more likely to trust you and open up about what’s really important.

Remember, objections aren’t roadblocks, they’re opportunities to reassure and demonstrate your expertise.

Step 4: Close the Prospect

Closing isn’t about pressure. It’s about guiding the prospect to communicate, “that is exactly what I’m looking for.”

When they affirm your understanding of their problem and your solution, the deal is practically done.

If you hear that, don’t keep selling, confirm next steps and get the commitment. Don’t let the sales cycle drag out unnecessarily. A good natural closing question is, “Can we move forward and get this order going for you?”

Step 5: Follow Up With the Prospect and Keep Momentum

Not every prospect is ready to say yes immediately, and that’s okay. Following up is your chance to stay top of mind and continue adding value without being pushy.

For example, after reviewing a quote with them, you might follow up with a message like:
"Hi [Name], I’m excited to get this project rolling for you and your team. Please let me know if I can help in any way. I’m happy to make any tweaks or answer questions to make sure it’s exactly what your team needs."

Or after delivering an order, you could reach out:
"Hope the new uniforms are working well for your team! Let me know if you’re thinking about any upcoming events where we can help with fresh designs or additional gear."

Consistent, thoughtful follow-up builds trust and keeps the door open for future sales.

Final Thought: Negotiate Like a Problem Solver

Negotiation is about respect, trust, and solving problems together. When you master that mindset and use these steps, you’ll not only close more deals, you’ll build clients for life.