Before you can frame a negotiation well, you need to know what you are negotiating toward. A vague desire for a better deal is not a target. It is just pressure without direction.
In the ABN curriculum lesson Setting your Target, the standard is simple: set the target from data, internal KPIs, business goals, and what you can reasonably justify at the table.
A target is not a preference
A preference sounds like, “We want 5% off.” A target explains why that number matters. It ties the ask to cost structure, market comps, margin dollars, service levels, inventory risk, or another business variable that can survive scrutiny.
That distinction matters because weak targets collapse under questions. If the other side asks why the number is 5% instead of 2%, 8%, or a change in terms, you need more than comfort or habit behind the answer.
Separate deal targets from daily targets
Your deal target is the outcome for a specific negotiation: price, terms, volume, margin, contract length, allowances, or another concrete result. It should be ambitious enough to improve your position, but grounded enough that it can be defended with real analysis.
Your daily target is different. It is the ongoing improvement you pursue inside an existing relationship. Maybe you improve lead times this month, payment timing next month, or freight handling on one unusually large order. Small moves can create precedent for larger account-level conversations later.
Make the target justifiable
Do not set the target from what feels easy to ask for. Set it from what the business case supports. Bring the data: volume projections, cost changes, marketplace benchmarks, performance history, and the specific value the other side gets if they agree.
Once the target is clear, the rest of the negotiation becomes cleaner. Your anchor, concessions, secondary asks, and trade options can all be measured against the same question: does this proposal make the deal worth it?
Practical takeaway: Set the target before the ask, and make sure the target can be defended in dollars, data, and business logic.
Want the framework behind this? Download the free 5 Laws of Negotiation ebook: 5laws.negotiationsacademy.com
