Author: Aaron Fransen

When Good-Better-Best isn’t an option

Written by Aaron Fransen on December 6, 2024. Posted in B2B Pricing, Negotiating with Backbone, Pricing.

You see it everywhere: Good-Better-Best (GBB) packaging and pricing is practically a standard these days. Here are some examples you probably encounter regularly: • First class, premium economy, or economy flights• Car trim levels• Streaming services:...

When to make a bold move in a negotiation

Written by Aaron Fransen on November 20, 2024. Posted in Negotiating with Backbone.

Negotiations can be tough, especially when the balance of power isn’t in your favor. I recently worked with a client who was in a lopsided contract with a Fortune 100 company—a deal inherited from an earlier misstep. They were stuck giving away some...

Getting the sales conversation back to value

Written by Aaron Fransen on August 16, 2024. Posted in Negotiating with Backbone, Uncovering your Value.

Two men shaking hands in a conference room

We all know that when we help set the rules of a game, our chances of winning increase significantly. At Holden Advisors, we emphasize the importance of discussing your offering’s value early in the Buyer’s Decision Cycle (BDC). The early-to-mid stages...

The 6 stages of negotiation emotion

Written by Aaron Fransen on April 24, 2024. Posted in Leadership, Negotiating with Backbone.

Empty black chairs pulled up to conference table

There are the 5 stages of grief. There are 5 levels in the Maslow’s Hierarchy of Needs. There are Tuckman’s Stages of Group Development (forming, storming, norming, performing, and adjourning). I got to thinking, what are the most common...

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