Here’s a scenario I once encountered in my workshops with sales leaders:

A customer was fixated on 90-day payment terms. The sales team had tried multiple approaches  – discussed cash flow challenges, offered discounts for faster payment, escalated to senior leadership. Nothing has worked.

The customer’s procurement team had drawn a line in the sand, and they weren’t budging.

When this situation comes up, I share a different approach – one that doesn’t rely on pressure tactics or concessions.

Instead of continuing the typical back-and-forth, try pausing and asking a simple question:

“How often do employees in your organization get paid?”

The answer, of course, is obvious: once a month.

Then comes the follow-up:

“So why is it acceptable to pay your employees every 30 days, but you’re asking your suppliers to wait 90 days for the same privilege of getting paid for work completed?”

Suddenly, the conversation shifts.

This isn’t about payment terms anymore.

It’s about fairness, consistency, and treating business partners with the same respect you show your own team.

What Makes This Approach Work

I’ve seen this reframe lead to meaningful movement – from 90 days down to 45 days or 60 days – in situations that previously felt like complete deadlock.

What makes the difference?

The power of analogy.

Instead of talking about their position and defending your position, you create a bridge between two familiar concepts.

You help them see their own policy through a different lens – one that highlights an inconsistency they may not have considered.

Analogies work because they bypass logical defenses and tap into something deeper: our sense of fairness and consistency.

And then, an analogy slips through the side door. It says, “You already believe something similar in a different context. Let me show you how this situation is the same.”

Your Turn

Think about a negotiation you’re currently stuck in.

Where is the other party anchored to a position that seems immovable?

Now ask yourself: What do they already believe in a different context that, if applied here, would change their perspective?

That analogy might be your breakthrough.

Sometimes, the obstacle isn’t the closed door itself, it’s our insistence on trying to push through it instead of finding a different way in.

What’s one analogy you’ve used successfully in a tough negotiation? I’d love to hear your stories—reply to this email and share your experience.

Looking forward to help you win more,

Venkat

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