In any real sales situation, the first number presented is just a starting point. Inspired by Richard Branson, serial entrepreneur Brian Will advises that your first counteroffer should be aggressive. By treating every initial price as something to be rejected, you transform a simple transaction into a genuine negotiation.

In a competitive M&A process where the target is reluctant, a marginal price increase may not work. A winning strategy can be to 'overpay' significantly. This makes the offer financially indefensible for the board to reject and immediately ends the bidding process, guaranteeing the acquisition.

A founder's limiting beliefs about pricing are often the biggest barrier. Alex Hormozi's career pivoted when he quoted a price 12x higher than normal just to get a 'no', but the customer immediately accepted. This single event proved his internal price ceiling was imaginary.

When selling a consumer brand to a large corporation, frame the acquisition as the solution to their inherent inability to incubate authentic, fast-moving brands. The message is direct: "You don't do this well. We do. Buy us to inject that energy and consumer connection into your portfolio."

The first question in any fundraising or M&A discussion is always, 'What was your last round price?' An inflated number creates psychological friction and can halt negotiations before they begin. Founders should optimize for a valuation that allows for a clear up-round, not just the highest price today.

Instead of lowballing, Bending Spoons makes a very fair, near-final offer immediately. This tactic builds a reputation for seriousness, similar to Warren Buffett's approach. It avoids lengthy back-and-forth and signals that they are not a buyer that can be "pushed around," creating an efficient and powerful deal-making process.

After skillfully negotiating two offers and nearly doubling the price for SiteAdvisor, Chris Dixon felt he had maximized the deal. However, the acquiring CEO later revealed his board had authorized a price twice as high, a humbling lesson that a seller rarely knows the buyer's true willingness to pay.

When approached by a PE firm before going to market, Chris Huckabee didn't haggle. He sent one email with his price and key deal points, framing it as a non-negotiable offer. This power move, stemming from knowing his company's worth, secured his desired terms without a lengthy back-and-forth.

Starter Story's founder used ChatGPT to determine his ideal acquisition price before HubSpot's offer. This helped him negotiate authentically to a number he had pre-committed to, free from the emotional pressures and influence of the deal itself.