TRC 047: Negotiation - from awkward to empowered

Read time: 5 mins

Making the most of every last penny / cent is vital for getting any business off the ground.

Cashflow is nearly always constrained - you always wish you had more of it around.

Yet I still see so many founders that fail to negotiate some of the key costs in their business.

Negotiation is an essential skill that every founder should develop themselves and embed in their team.

Here are 4 key tips that might help:

1. Ask for Quotes, Not Open Chequebooks

Too often, founders engage professionals like lawyers or accountants without first clarifying costs.

It feels easier to “just start,” but those ticking clocks can lead to unwelcome surprises.

Before you engage anyone, ask for a clear quote or proposal.

This isn’t awkward; it’s professional.

You’ll find that many service providers are willing to work within your budget or adjust their terms—if you ask.

2. The Power Balance Isn’t Always What It Seems

Ever felt like negotiating with a big company as a startup is futile?

Think again. Large corporations have salespeople with targets, managers with budgets to hit, and quarterly goals they must meet.

When buying software, equipment, or services, always ask about discounts, custom terms, or bundled deals.

Be confident.

Even the smallest accounts can help someone on the other side hit their numbers.

3. Negotiation Is About Discomfort—and that’s OK

Let’s face it: negotiating can feel awkward.

Asking for something better means stepping into discomfort. But that’s where growth happens.

You will be amazed how quickly it can become completely natural to ask for a discount or better terms on just about anything.

Start small. Practice negotiating in low-stakes situations—a discount, or asking for free delivery on a purchase.

The more you do it, the easier it becomes to tackle bigger, business-critical negotiations.

4. It’s not us versus them

Instead of seeing negotiation as confrontation, view it as problem-solving.

You’re working toward a mutually beneficial outcome.

Most negotiations aren’t about taking from the other side; they’re about aligning interests.

For example, a vendor wants to secure a long-term, fast growth client, and you want affordable, reliable service.

Negotiation helps uncover how both sides can get what they need.

At its core, negotiation isn’t about pushing your agenda — it’s about finding common ground and creating solutions that allow both sides to succeed.

More than anything it’s a mindset thing.

When negotiation becomes less intimidating and more empowering.

Once you understand this, it actually becomes enjoyable.

Whenever you're ready...

There are three ways we can help you:

1. Join the Founder Coaching Club. 

1:1 coaching and an exclusive community for early stage founders.

Limited to 20 founders. 

Sign up here.

What other founders say about their sessions:

'Marcus’s expertise is unparalleled'
'Marcus has been an absolute game-changer for my start-up.'
'So many people offer up such sessions, but few can pull it off like this.'

2. Understand your level of investment readiness with our comprehensive pitch deck review.

3. Get free actionable advice in your inbox every fortnight.