Never Split the Difference: Chris Voss’ Essential Negotiation Tactics for B2B Leaders

In today’s high-stakes business environment, the ability to negotiate effectively can make or break a CMO’s success. Chris Voss, renowned former FBI hostage negotiator and author of Never Split the Difference, joined a CMO Huddles Career Huddle to share powerful insights into the art of negotiation and conflict resolution. His techniques, once used to defuse life-or-death situations, are now helping marketing leaders transform challenging conversations into collaborative wins.

During this engaging discussion, Voss highlighted the importance of tactical empathy, the surprising power of saying “no,” and how understanding personality types can drastically improve negotiation outcomes. His real-world strategies, drawn from years of high-pressure negotiations, provide a roadmap for CMOs to secure better deals, build stronger relationships, and lead with confidence.

To help marketing leaders become master negotiators, Voss outlined five essential tactics:

1. Never Split the Difference

“Compromise is a recipe that guarantees unhappiness.”  

While we’ve been conditioned to believe that compromise is the best path to a fair outcome, Voss insists otherwise. He argues that splitting the difference often leaves both parties dissatisfied, as it doesn’t address the real underlying issues. Instead, successful negotiators focus on making the other side feel heard and involved in the process. By prioritizing collaboration over compromise, CMOs can secure agreements that everyone feels good about—without anyone walking away unhappy.

2. Embrace Tactical Empathy

“Make the other side feel heard—it’s the key to unlocking collaboration.”

Tactical empathy is at the heart of Voss’s negotiation strategy. Unlike sympathy, tactical empathy doesn’t require agreement with the other person; it simply means acknowledging their feelings. Whether you’re negotiating budgets with the CEO or handling conflict with an external agency, showing the other party that you understand their perspective opens up a more productive dialogue. Encourage your team to actively listen, paraphrase, and validate the concerns of others to pave the way for mutual understanding and effective problem-solving.

3. Get Comfortable with “No”

“Saying ‘no’ makes people feel protected and opens up possibilities.”

One of Voss’s most counterintuitive strategies is embracing the power of “no.” In traditional negotiation, we’re taught to push for “yes” as quickly as possible. However, Voss explains that saying “no” helps the other party feel safe, in control, and more willing to engage. For CMOs facing tight deadlines and high-stakes negotiations, learning to comfortably say “no” (or invite it) can prevent burnout and create space for more realistic, actionable agreements. Start by asking, “How am I supposed to do that?” when faced with unrealistic demands, forcing the other side to reconsider their position.

4. Understand Personality Types in Negotiation

“Assertive, analytical, or accommodator—know who you’re negotiating with.”

Voss identifies three main personality types: assertive, analytical, and accommodator. Understanding who you’re dealing with can make or break your approach. Assertives value directness and quick decisions, while analysts prefer to think through data and avoid conflict. Accommodators, meanwhile, focus on building relationships and maintaining harmony. For CMOs, recognizing these traits in your peers, CEOs, or external partners is essential to adapting your negotiation style and ensuring successful outcomes.

5. Collaboration is Key—Especially in High-Stakes Scenarios

“When expectations rise and budgets fall, collaboration is the only way forward.”

With many CMOs feeling the squeeze of shrinking budgets and rising growth expectations, Voss stresses the importance of collaboration. When faced with impossible demands, rather than attempting to meet unrealistic goals on your own, it’s crucial to work closely with stakeholders, especially the CEO. Acknowledge the pressure they’re under and reframe the conversation: “I can see you’re under a lot of pressure.” By aligning on common goals and refocusing priorities, you can find a path forward that benefits both sides.

The Bottom Line

• Observe, Don’t Ask: Instead of asking “How are you?”, make an observation like “It looks like you’re having a tough day.” This shows empathy and keeps you mentally agile.
• Use the Right Tone: Employ what Voss calls the “late-night FM DJ voice”—a calm, soothing tone that can de-escalate tense situations.
• Listen First: Don’t start with what you have to say. Make the other person feel heard before presenting your case.
• Practice in Low-Stakes Situations: Use everyday interactions to practice your negotiation skills, preparing you for high-stakes moments.
• Focus on Implementation: Sometimes, getting your price isn’t as important as ensuring great implementation and over-delivery.

Chris Voss’s approach to negotiation isn’t just about winning—it’s about building long-term relationships and fostering collaboration, even in the toughest situations. Whether you’re navigating budget cuts, aligning with sales, or managing a demanding agency, these tactics offer CMOs a way to negotiate more effectively and achieve more meaningful results.

CMO Huddles features private Q&As with thought leaders like Chris Voss every month. If you’re a B2B marketing leader interested in joining the conversation, reach out to support@cmohuddles.com for more information.