Leverage is not fixed at the start of a negotiation. It moves as timing, alternatives, pressure, and information change. The negotiator who notices that movement often earns a better outcome without becoming louder, tougher, or more aggressive.
Watch for the moment the deal changes
In the ABN curriculum, Ken Trent uses a Yeti negotiation from his time at Spreetail to make this point. Spreetail entered the conversation without much structural leverage. Yeti already had strong 1P relationships with Amazon, Target, and Walmart, and Spreetail looked more like a backup channel than a primary partner.
Then new information surfaced. Yeti mentioned supply issues with Amazon and concern about the long-term health of that relationship. That single detail changed the balance. Spreetail could now position itself as more than a backup and push for a more aggressive first buy.
Leverage signals are usually practical
A leverage shift often shows up before anyone names it. Your counterpart may start compressing the timeline. They may move from reacting to proposing. Their tone may shift from confident to urgent, or from guarded to cooperative.
None of those signals guarantee you have leverage, but they are worth testing. Ask what is driving the timing. Ask what changed internally. Ask what outcome they are trying to protect. In many cases, the answer reveals whether their need has increased or their alternatives have weakened.
Use it while it exists
Leverage tends to be perishable. If the other side has a temporary problem, a deadline, or a limited alternative, that advantage may disappear once the pressure passes. Acting does not mean pouncing. It means calmly adjusting your ask to fit the new reality.
You might ask for a larger commitment, better terms, priority access, added support, or a concession you were holding back. The key is to connect the ask to the business problem now on the table.
Practical takeaway: when new information changes the other side’s need, pause, reassess, and sharpen the ask before the moment passes.
Want the framework behind this? Download the free 5 Laws of Negotiation ebook -> 5laws.negotiationsacademy.com
