text.skipToContent text.skipToNavigation
  1. Home
  2. Business & Economics
  3. FT Press
  4. Negotiating with Backbone: Eight Sales Strategies to Defend Your Price and Value (paperback)

Negotiating with Backbone: Eight Sales Strategies to Defend Your Price and Value (paperback), 1st edition

  • Reed K. Holden

Published by Pearson FT Press (May 18th 2012) - Copyright © 2012

1st edition

Negotiating with Backbone: Eight Sales Strategies to Defend Your Price and Value (paperback)

ISBN-13: 9780134268088

Includes: Paperback
Free delivery

What's included

  • Paperback

    You'll get a bound printed text.


“Procurement relief! Salespeople can unlock the mystery of  procurement price pressure and bidding wars for less than the price of a dinner. Negotiating with Backbone is the first negotiation book of its kind that doesn’t teach ‘manipulative tricks’–rather it focuses on winning strategies that turn into orders.  Buy it, read it, bank it.”

Jeffrey Gitomer, author, Little Red Book of Selling


“It comes as no surprise that evolving procurement organizations are placing increasing pressure on supplier salespeople. Holden distinguished among price, relationship, and value buyers; then offers down-to-earth practical approaches for successful business results. The entire sales organization will learn from Negotiating with Backbone; after all, Holden’s been there, done that!” 

Noel Capon, R.C. Kopf Professor of International Marketing, Columbia Business School; coauthor, Sales Eats First 


“This is a must-read for sales, sales management, and even executive management. The recent evolution of procurement to negatively impact seller margins and therefore sales commissions with complex buying behaviors is real! Holden provides detailed steps to recognize and address these strategies and tactics to maximize profitability. More than a book, it’s a reference guide that should be at your fingertips to use daily to coach and mentor  the sales organization. It will with me.”

Lewis Miller, CEO and President, Qvidian


If you sell B2B (or lead a B2B sales  organization), you’re facing a brutal, profit-draining force that threatens your very survival: the procurement department. In Negotiating with Backbone, world-renowned pricing strategist Dr. Reed K. Holden offers a complete plan for “re-leveling” the playing field, restoring your pricing power, fighting back against ruthless procurement  organizations—and winning!


Holden reviews how customer buyer  behaviors and the procurement function have permanently transformed the sales process and why “conventional” selling is getting even tougher. Next, he shows how to systematically anticipate and respond to each of procurement’s most sophisticated traps, gambits, and tricks.


Negotiating with Backbone brings together actionable best practices for strengthening customer relationships and selling with  tangible value, despite procurement’s  interference…negotiating far more effectively with “economic buyers” of all kinds… fixing pricing mistakes you’ve already made…giving sales teams all the tools  and insights they now need to succeed!


Understand your true value and  power in the sales process
What procurement doesn’t want you to know—about them, and about you


Re-stack the deck in your favor

Ten detailed tactics for escaping the  procurement buzzsaw


Recognize and plan for  every type of buyer

Get better results with price buyers,  relationship buyers, value buyers,  and poker players


Stop surrendering,

Table of contents

Introduction    1


Chapter 1 Tough Selling—The New Normal    17

Company-Supported Sales Traps to Avoid     20

Encouraging Desperation Pricing     20

Succumbing to the “White Horse Syndrome”     21

There Is Hope if You Play the Game Right     24

Chapter 2 The Tells of the Game     27

Recognizing “Tells”     28

Evaluating Procurement’s Position     31

Dealing with Procurement Styles     33

Chapter 3 Stacking the Deck in Your Favor     37

Understanding Your Customer’s Game     39

Finding Your Hidden Power     41

Limiting Exposure of Senior Executives     42

Firing the Customer     44

Avoiding the Endowment Effect     46

Customer Games     49

Chapter 4 Getting the Tactics Right the First Time     51

Qualify, Qualify, Qualify     52

Understand Your Foundation of Value     56

Develop Give-Get Options     59

Try Give-Get Bluffs     63

Provide Value-Added Services     64

Use the Concepts of Scarcity and Availability     65

Provide Choices     66

Map the Buying Center     67

Where Appropriate, Build Trust     70

Use the Policy Ploy     72

Delay, Delay, Delay     73

Redefine Risk     75

Dealing with Reverse Auctions     78

Do Your Homework     81


Chapter 5 Negotiating with Price Buyers     89

Price Buyers     90

Scenario 1: The Penny Pincher     93

Considerations for How to Price the Deal and the Negotiation for Penny Pinchers     94

Planning the Negotiation for Penny Pinchers     94

Scenario 2: The Scout     99

Assessing the Price Buyer Position and Tactics for Scouts     101

Considerations for How to Price the Deal and the Negotiation

For teachers

All the material you need to teach your courses.

Discover teaching material