Brian LaMannaAE @ Gong | Closed Won 🦙 | 7x President’s Club

Leading negotiation/concession calls #sales #techsales #saas

1 Sept 2026 · 1 min

Watch on YouTube

0:47

In this concise sales coaching segment, Brian LaManna stresses that he never enters a pricing or negotiation call without a written record of every concession already granted during the evaluation phase. He demonstrates a practical approach: start the call by acknowledging the prospect, then pull up a slide that lists each concession one‑by‑one, and ask the prospect whether any of those concessions are no longer important for finalizing the partnership. The goal is to use this transparent reminder of prior “gives” to steer the conversation toward closing the deal by a target date (e.g., November 30). The advice is framed as a straightforward, non‑tactical reminder rather than a sales ploy, and LaManna encourages sellers to adopt this method for their next big pricing or negotiation call.

Chapters

I'll never go into a pricing or negotiation call without this explicitly written out. Every concession we've provided so far in the evaluation to date, and I leverage that to kick off the next conversation. So it might sound something like this. Hey Sharon, we appreciate your time today. As we work to find a meaningful path forward for both sides, we wanted to memorialize the concessions to date with goal in mind to earn the partnership by November 30th. Pulls up slide. Now list them out one by one, each individual concession. Then ask: Are any of these no longer important in finalizing a partnership? No sales tactics, just a reminder of all of the gives already provided. Give this a try next big pricing or negotiation call.