How To Successfully Negotiate With Clients: 3 Tips For Authenticity

By Helen Wada with John Cornwell

Authenticity. Could we do with more of it in the workplace?

For the latest episode of Human Wise, I sat down with John Cornwell, the Chief Commercial Officer for Ogilvy Worldwide.

In the corporate world, it is all too easy to get used to transactional tactics that leave little to no room for our humanness. However, for John, being human at work means being your authentic self and being comfortable in this authenticity.

John: “It is only through being ourselves that we can really flourish and, therefore, the companies for which we work will get the very best from us. So it is critical for our own wellbeing, but also for our performance in the company as a whole.”

So, how can we show up as our authentic selves in the workplace? And how can this authenticity improve our negotiation tactics with clients, to yield better results?

Let’s find out.

What authenticity might look like in action

One of the first questions I asked John on the podcast was how authenticity might play out in conversations with customers, either to build relationships or, ultimately, to negotiate and win new business.        

John pointed out that while technical knowledge is a given requirement in these scenarios, it’s the chemistry and connection that counts.

John:“When you're successful in a new business pitch, I would say it's almost always down to the chemistry between your team and the client’s team. Of course, you need to be able to demonstrate that you understand their business challenges and that you have the right kind of strategic thinking to address those challenges. However, it's ultimately about the chemistry and the human connection.”

The power of authenticity

John: “I have some procurement clients who I would consider friends, but we still have very difficult conversations or negotiations when that needs to be the case. However, we resolve those points of difference by really understanding one another's positions, where we need to get to, and what we feasibly can and can't agree to.

And this ties back to my original point of authenticity. When you start to negotiate, and you're not being yourself, or you're putting across a point of view or a perspective that isn't true, you’re very quickly found out. You’ll lose credibility, and things will go downhill from there.

So, I think it's really important that we're honest and that we really understand one another's positions. If you don't tell me what you want, how can I possibly give it to you?”

In conversations and negotiations with clients, there’s something to be said for pausing and taking the time to understand where the other person is coming from and where they need to get to. Without this understanding, mapping the route from point A to point B – and how you can help them to get there – becomes more difficult and could cause you to work on false assumptions.

This understanding is also handy in situations where the client's requests may not align with their actual needs. In cases like this, you can engage in deeper discussions with them to identify the precise business needs they should be focusing on.

The question is: how can you build the essential skills to approach these conversations with authenticity and confidence?

Here are three tips:

1. Be comfortable with being uncomfortable

Every now and then, you’ll have uncomfortable moments when negotiating with clients. According to John, the first step to expertly handling these conversations is “becoming comfortable with the idea of being uncomfortable.”

How will you navigate those awkward questions or situations with clients? If a client knocks you off stride, how do you steer the conversation back on track?

2. Partner with someone more experienced

John: “Partner with somebody who has some experience and does it well. This way, you can observe how the negotiations unfold and learn from some of the tactics that are deployed.

However, I would also say that these negotiations and difficult conversations aren’t always for everybody. That’s why it's really important that you have somebody who is comfortable in that space alongside yourself. Because if you don’t relish that kind of interaction, then without the right support, you could very quickly find yourself agreeing to things that you shouldn't be or wouldn't otherwise.”

It is critical to ensure that you plan together with your partner so that whatever you're negotiating is in line with the goals you have for the client.

3. Recognise your strengths – and weaknesses

Interestingly, John also talks about recognising not just our strengths, but our weaknesses as well. Showing up as our most authentic selves to these negotiations means reviewing, reflecting and repeating what we’ve learned so far.

You have to actually recognise that negotiation is a learning process and it is something that can be done on the job with others.

When it comes to the flip side of the coin – recognising our weaknesses – it might not always be easy, but John points out that it’s the key to learning how to navigate client negotiations.

John: “We all have strengths and weaknesses, and it's just as important to recognise your weaknesses. Sometimes, particularly as leaders, I think it's important that we're not too reluctant to share this side of ourselves.

Sometimes, you might need support because this isn't something that you're particularly strong at or enjoy doing. So, if you're being your authentic self, you need to be in an environment where you're comfortable saying that. Ensure that you surround yourself with people, as part of your team, who perhaps over-index on areas where you may be weaker. Listen to them, take their advice, and act on it.”

This leads us back to our initial point about chemistry and connection. Recognising when the chemistry isn't right is just as important. In cases like this, it's not necessarily a matter of personal fault, but rather a lack of connection with the client.

When this happens, it might be time to have an honest conversation with your boss or teammates about changing things up. Making a change instead of just putting up with a bad fit can make a significant difference.

Final thoughts

Whether it's through embracing our discomfort, partnering with experienced colleagues, or acknowledging our own strengths and weaknesses, every successful negotiation is backed by authenticity. 

Understanding the client’s needs and navigating conversations with honesty and openness fosters an environment where real progress can be made. Think, “How can we best work together to support each other?”

When you listen and respond to the client’s needs, you’ll be able to build a partnership as opposed to a transactional relationship and set yourself up for success.

For more guidance and support, check out the full podcast episode with John Cornwell here, or contact me on LinkedIn.

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For more on John, you can connect with him on LinkedIn

Human Wise releases new episodes bi-weekly and is available on all major podcast platforms.