How to turn a high-pressure negotiation into a calm conversation.

In this podcast, Tavershima breaks down why sales role-playing is the best low-stakes way to practice high-stakes negotiations.Using a real-world example of a heavy machinery dealer, he explains how to handle customers who complain about high prices. Here is the core strategy he recommends:1. Stop Lecturing, Start AskingWhen you try to "tell" a customer why your product is better, it feels like a lecture and creates tension. Instead, you should:Listen and Empathize: Make the customer feel heard first.Ask Strategic Questions: Guide them to discover the value themselves. For example, ask about specific equipment capacity or history to show why a cheaper alternative might fail them.2. Engage the Customer's BrainBy asking questions instead of making statements, you force the customer to think. This helps them realize the specific differences—and risks—between your premium product and a budget competitor.3. Move Toward the CloseThe episode provides a step-by-step system for keeping control of the conversation. The goal isn't just to talk, but to consistently guide the customer toward a clear next step or a final deal.The Bottom Line: This guide helps entrepreneurs stay confident and in control during tough price negotiations by focusing on curiosity over "selling."