Sales pros soften price blows with cushion phrases

Veteran sales professionals have understood for many years that introducing a price with a brief, friendly preamble can soften the buyer’s reaction. Without such preparation, the reception is almost always negative—some call it sticker shock; most see a flinch. A simple rule applies: never state an asking price or an offered price without prefacing it with a cushion phrase.

For example, when selling an item for $100, a seller could say: “I know these things cost over $300 new. I was thinking that this is worth every bit of $200, but for you, right now, I’d consider accepting $100.” This approach frames the price as a thoughtful concession rather than a rigid demand, making it far more palatable to the buyer.

The same principle applies when making an offer. Instead of bluntly stating, “I want $100 for this,” a buyer might say: “I’ve found a couple of these that I could purchase for around $65. But yours is in better condition and it’s obvious that you’ve taken good care of it. I’d be willing to pay you between $90 and $100, if that could work for you.” By justifying the offer with market comparisons and genuine appreciation, the buyer increases the likelihood of acceptance.

Experienced negotiators recognize that cushion phrases shape both the immediate perception of a price and the trajectory of future discussions. Even if the final agreement differs from the initial quote, these phrases create a more collaborative bargaining environment. The book KEEP Negotiating expands on this and other strategies to achieve win-win outcomes, emphasizing how small linguistic adjustments can transform negotiations.

The author, John Hamilton, draws on over 35 years of experience in sales, consulting, and training to deliver practical insights. The text includes bonus sections applying these techniques to real estate, while also warning readers that mastering negotiation skills could make them “negotiating junkies.” With 184 pages of actionable advice, KEEP Negotiating serves as both a reference and a training tool for anyone seeking better deals.