The Pre-Negotiation Phase: How do Sales Professionals prepare for important negotiations

Abstract

This thesis investigates the pre-negotiation phase in B2B sales, a critical yet underexplored stage that has a significant influence on the negotiation outcome. While much of the existing literature has a focus on in-negotiation tactics, this thesis emphasizes the preparatory work that comes before the formal discussions, thus highlighting activities such as goal setting, team coordination, scenario planning, and the use of digital tools. The research draws upon established theoretical frameworks including Bargaining Styles, the Dual Concerns Model, the Havard Model of principled negotiation, the A6 Model for structured preparation, and the 3D Negotiation Approach. These frameworks are analyzed and applied to contemporary challenges such as digital transformation, generational shifts, and increasing cultural complexity in global sales environments. The study follows a qualitative research design, utilizing nine semi-structured expert interviews with experienced sales professionals from various industries. These interviews reveal how pre-negotiation is operationalized in practice and how it really aligns or diverges from existing theoretical models. A combination of deductive and inductive coding allowed for a structured but flexible data analysis, uncovering nuanced insights into preparation routines and influencing factors. Key findings show that sales professionals approach preparation through a mix of structured tools and situational judgement, shaped by their experience level, digital proficiency, and organizational context. Digital tools and AI-supported research play an increasing prominent role in information gathering, while internal alignment and goal setting remain core tasks across all experience levels. The negotiation format (online vs. offline) influences communication and trust building strategies, while cultural factors affect framing, pacing, and expectations. Generational differences emerged as subtle but noteworthy variable, influencing preferences in tool usage and communication style. While many theoretical models provide structured frameworks for negotiation preparation, the empirical findings also reveal that practitioners often adapt these concepts based on situational demands. The application of structured models of negotiation is frequently adjusted in response to time pressure, digital tools, team structures, or cross cultural variables. In several cases, preparation practices diverge from theory due to organizational constraints, reliance on tacit experience, or evolving digital formats. These deviations underline the importance of flexibility, contextual awareness, and adaptive planning in real world negotiation environments. The thesis concluded that effective pre-negotiation preparation in modern b2b sales requires a dynamic, context sensitive approach. Sales professionals must integrate traditional planning techniques with adaptive capabilities that account for technology, cultural dynamics, and shifting interpersonal norms. These insights provide both academic value and practical guidance for sales professionals and organizations seeking to improve negotiation outcomes through better preparation.

Date of Award	2025
Original language	English
Supervisor	Christian Stadlmann (Supervisor)