Today’s B2B marketplaces are fiercely competitive, and negotiation has necessarily evolved beyond a tactical skill to become a refined art. Today’s buyers care less about getting the cheapest price and more about securing value that drives real business outcomes. And in this space, the most successful salespeople aren’t the ones pushing the hardest – they’re the ones building the strongest trust with their clients.
Meet the Trust Builder – a negotiation archetype that consistently outperforms its peers.
Trust Builders don’t just close more deals; they create lasting relationships that fuel client loyalty, repeat business, and measurable growth.
In a study* involving over 200 sales negotiators from diverse industries and geographies, Trust Builders emerged as a standout archetype – representing nearly one-third of the top-performing negotiators, they far outpaced other profiles.
The research assessed 37 key negotiation skills alongside critical sales outcomes like win rates, gross margins, and upsells. This robust dataset underscores the unique effectiveness of Trust Builders in achieving not only successful deals but sustainable business relationships.
According to the research, 68% of Trust Builders excel at spending time understanding their counterpart’s perspective—a stark contrast to just 22% of other negotiators. Additionally, 46% of Trust Builders are highly effective at remaining open-minded and adapting mid-negotiation, compared to a mere 5% of their peers.
It’s these skills—like active listening, creative problem-solving, and reframing challenges into opportunities—that make Trust Builders not only far more successful at closing deals but also better equipped to achieve broader business outcomes. Their success lies not in dominating the conversation or sticking rigidly to a plan, but in developing and building genuine rapport by creating mutually beneficial solutions.
Why Trust Builders Win
The negotiation landscape is shaped by four distinct archetypes, each bringing a unique approach to the table:
- Analysers rely heavily on frameworks, tools, and data-driven strategies. They excel at planning techniques like identifying the Best Alternative to a Negotiated Agreement (BATNA) or defining the Zone of Possible Agreement (ZOPA). However, their focus on tactics and structured methodologies can make them overly rigid, limiting their ability to adapt dynamically during negotiations
- Preparers dedicate significant time to researching their counterparts and planning every detail of the negotiation process. From anticipating objections to mapping out ideal timelines and milestones, their thoroughness can be a strength. But their reliance on detailed preparation often leads to frustration when real-world negotiations deviate from their meticulously crafted plans
- Commanders aim to dominate negotiations with a highly assertive, emotionally detached approach. They are skilled at maintaining a balance of power and controlling the process, but this approach often lacks empathy, making it difficult to foster collaboration or long-term trust
- Trust Builders, in contrast, focus on relationships, empathy, and flexibility. They listen actively, adapt to the needs of their counterpart, and seek creative, win-win solutions that benefit both parties. By fostering genuine rapport, they achieve not only immediate success but also build the foundation for sustainable, value-driven partnerships.
While each archetype has its strengths, Piscari’s research highlights that Trust Builders consistently outperform their peers, proving that a relationship-first approach is the key to long-term success. Trust Builders tend to excel because they’re able to adapt their approach to the people and circumstances at hand. They focus on listening, understanding, and co-creating value.
By fostering open communication and focusing on mutual value, Trust Builders strengthen client relationships, driving loyalty, retention, and strategic upselling. Their ability to adapt mid-negotiation and design solutions collaboratively ensures that both sides walk away feeling they’ve gained something of value, laying the foundation for long-term partnerships.
How to Adopt the Trust Builder Approach
Fortunately, becoming a Trust Builder isn’t just a matter of personality – it’s a skillset that can be learned and refined. And in an era where value-driven relationships have become the cornerstone of B2B success, the ability to negotiate with empathy, creativity, and flexibility is no longer optional; it’s essential.
The following strategies provide actionable steps to help negotiators elevate their game and adopt the qualities that make Trust Builders so effective:
- Master Active Listening
Move beyond the surface-level needs of your customer or prospect. Ask probing questions and genuinely listen to uncover their deeper motivations. This understanding builds trust and creates opportunities to shape the negotiation in their favour – and yours. - Stay Flexible
Rigid plans usually fail in dynamic, high-value negotiations. Reframe challenges into collaborative problem-solving exercises, using creativity to identify options that work for both parties.
- Prioritise Mutual Value
Trust Builders approach negotiations as partnerships. They aim for outcomes where both sides walk away knowing they’ve gained something of value. This mindset builds trust, credibility, and stronger long-term relationships.
- Avoid Manipulative Tactics
High-pressure or overly tactical manoeuvres can secure a deal in the short term but damage trust in the long run. Instead, focus on transparency, patience, and evidence-based discussions.
- Position Yourself as a Trusted Advisor
Beyond the negotiation table, being a credible and reliable resource for your clients strengthens your position. Share insights, demonstrate expertise, and show that you understand their industry’s challenges.
The Business Case for Trust Builders
The data is clear: Trust Builders outperform their peers across critical sales metrics, including win rates, client retention, and upsells. While some archetypes may see short-term success in specific situations, Trust Builders deliver sustainable, long-term value.
In a business environment where buyers are more discerning than ever, negotiation is no longer just about price – it’s about partnership. Trust Builders embody this evolution, proving that empathy, flexibility, and mutual value creation are not just nice-to-have skills but essential tools for success.
*conducted by Piscari
piscari.com
