The #1 Mistake People Make in Negotiations
In this episode of Ask The Professor, Ari Justice and Professor Ben Hippeli dive into the complex world of negotiations. They reveal the single biggest mistake people make isn’t pushing too hard or compromising too early – it’s treating every negotiation exactly the same. Ben and Ari explain that trying to “copy and paste” a single formula across different scenarios is where deals completely go awry. To solve this, they introduce the DISC Framework as the ultimate tool for reading your counterpart, managing your emotions, and moving agile in your strategy.
The episode breaks down how the four distinct DISC communication styles operate at the bargaining table. By understanding the different styles, negotiators can accurately identify who they are dealing with and adjust their strategy accordingly. They also cover how you should properly prepare before going to the negotiation table.
What is DISC?
DISC is a powerful framework that breaks down human behavior into four primary styles — Dominance, Influence, Steadiness, and Conscientiousness. By understanding these styles, leaders can recognize their own tendencies while adapting their approach to better connect with their team.
Here’s what you’ll walk away with from this episode:
- Ditch the One-Size-Fits-All Approach: The quickest way to tank a negotiation is using a rigid, copied-and-pasted formula. Success requires balancing a consistent internal process with the agility to adapt to the specific person across the table.
- Decode the “D” and “C” Styles: High-“D” personalities focus purely on getting a “yes” and win-lose outcomes, meaning you must prepare alternative options ahead of time to avoid being bulldozed. Meanwhile, high-“C” personalities are entirely logic-driven; they will heavily research the data and only yield to a airtight, fact-based argument.
- Protect the Relationship with “S” and “I” Styles: When dealing with high-“S” individuals, slowing down to build safety is non-negotiable—if you bulldoze them, they may say yes just to escape the conflict, but they will never follow through or return to the table. For high-“I” styles, matching their positive energy and prioritizing the relationship first is the key to making them receptive to your terms.
- Cover All Four Bases in Your Prep: When walking into a blind negotiation where you don’t know your counterpart’s style, your preparation checklist must account for all four DISC profiles so you can pivot smoothly the moment they reveal their traits.
- The “Yes” is Only Half the Battle: True negotiation success isn’t just about closing a deal in the heat of the moment; it requires securing a commitment that the other party actually has the confidence and willingness to execute.
If you want your sales team to consistently adapt to buyers, communicate more effectively, and execute a repeatable sales process, schedule a conversation with a Benchmark Training executive coach.
Book a sales team development consultation today.
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