You may have read his acclaimed book, Never Split the Difference or heard one of his Harvard lectures on negotiation. But here, Chris Voss brings his FBI-honed tactics to transform how you approach and close sales deals. 

Drawing from his 24 years as an FBI hostage negotiator and his work as CEO of the Black Swan Group, Chris Voss sat down and shared game-changing negotiation strategies with Badger Maps CEO Steve Benson. Far from splitting the difference, Voss’s approaches leverage emotional intelligence, tactical empathy, and counterintuitive techniques to help salespeople close deals faster and smarter. 

I’ve taken the liberty of pulling eight actionable insights from the podcast episode that salespeople can apply immediately, though if you’d like to listen to the full interview, you can find it here. 

Chris Voss Insight #1 -  How to Master Listening for the Sales Upper Hand

Negotiation isn’t about making your case - it’s about letting the prospect have your way by truly hearing them. “Most people don’t listen at all; they wait to speak”, so real listening gives you an edge because it’s rare and disarming.

• Stop Arguing, Start Listening: Voss warns against arguing, “If you’re making your argument, you’re not negotiating.” To uncover their needs, focus on what the sales prospect says instead of preparing your next point. 

• Test Your Listening: After a conversation, summarize the prospect’s points to yourself. If you can’t, you weren’t listening deeply enough. 

• Leverage Silence: Let prospects talk uninterrupted, and let them “fill the void after they speak.” People reveal more when they’re not interrupted, and you will receive critical insights into their issues and needs. 

Why It Works: Listening builds trust and uncovers hidden motivations, which Voss calls the foundation of letting the other side “have your way.”

Chris Voss Insight #2 - How to Use Labeling to Unlock Sales Insights

“The best way to get information is not by asking a question,” because asking questions can put prospects on guard, slowing down the flow of honest information. To bypass defenses, Voss advocates for labeling.

• Swap Questions for Labels: Replace “What objections do you have?” with “Seems like you’ve got some concerns here.” Voss explains this technique gets prospects talking freely, especially when used with a calm, matter-of-fact tone of voice.
• Label Positives and Negatives: Highlight potential benefits, such as “It seems like this could save you time”. Address risks, such as “It seems like integration’s a worry.” Voss explains that labeling negatives often reveals what’s really driving a decision, as 70% of buying decisions aim to solve problems, not chase gains.
• Watch for the “Floodgate”: A well-placed label like “Seems like you saw some things you liked” can trigger a prospect to “gush with details” and unlock “the floodgates of truth.”

Why It Works: Labeling bypasses the prefrontal cortex - “the traffic cop of the brain” - encouraging unfiltered responses. It’s a neuroscience-backed way to accelerate trust and clarity. 

Chris Voss Insight #3 - How Tactical Empathy Speeds Up Sales Deals

Demonstrating that you understand a prospect’s perspective - aka tactical empathy - cuts through fake opportunities and speeds up the real sales deals. Voss estimates that at least 50% of sales opportunities are false (much higher than The Challenger Sale’s quoted 20% figure), a stat he ties to buyers deciding before even engaging with you. 

• Spot Fake Opportunities: If prospects only want pricing without dialogue, it’s a red flag. Voss suggests labeling their preparation, “Seems like you’ve done a lot of research already.” If they gush about their process, they might be open. But if they clam up, it’s likely “They’re looking for data only.”
• Diffuse Anger with Labels: When a customer is upset, don’t avoid or deny it - label it! Say, “Seems like you’re frustrated with me,” to address the elephant in the room. This eliminates friction, and can resolve stalled deals in days, not months.
• Congratulate Their Effort: Labeling phrases like “Seems like you’ve given this a lot of thought” flatter prospects and prompt them to show off their knowledge, revealing needs or insights to help close sales faster. 

Why It Works: Tactical empathy exposes dead-end deals early, clears emotional roadblocks, and builds rapport, making prospects more receptive to your solutions.

Check out our guide that will help you connect with your prospects on a deeper level and develop empathy in sales!

Chris Voss Insight #4 - How to Use “No” to Get to the Real Yes

Flipping traditional sales wisdom, Voss posits that “‘Yes’ traps prospects into commitment, while ‘No’ makes them feel safe”, helping you win sales. Practice “no-oriented questions, and beware yes, master no” when it comes to negotiations. 

• Frame For No: Swap “Have you got a few minutes?” with “Is now a bad time to talk?” If they say no, they’ll often qualify it (“No, I’ve got 15 minutes”), giving you an opening. 
• Avoid Yes Momentum: “Microagreements are the worst thing”. Don’t ask “Do you want to save money?” Try “Does this seem like a bad idea?” to dig deeper. 
• Hear the Why: After getting to “No,” you need to listen to what follows. This is where the real objections or needs emerge. 

Why It Works: “No” protects prospects, letting them speak freely without fear of a hook or commitment. It’s a faster path to trust than chasing “yes.” 

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Chris Voss Insight #5 - How “That’s Right” Boosts Sales Influence

“‘You’re right’ means they want you to shut up, but ‘that’s right’ means they feel heard”, making them open to your sales influence. “They’re never more open to persuasion,” Voss notes. 

• Summarize, Don’t Sell: Recap their view - especially the parts you may disagree with - without arguing. For example, “It seems like you’re worried about price and implementation risks.” Then pause until they say, “That’s right.” 

• Avoid ‘You’re Right’ Traps: If a prospect says “You’re right” after your pitch, they’re likely disengaged and brushing you off. Pivot back with a label like “It seems like there’s more on your mind” to dig deeper.
• Plan for It: Before a call or meeting with a prospect, outline what you think their stance is. Ensure you’re aligned with their reality. 

Why It Works: “That’s right” signals understanding, clearing their head and opening their ears. It’s a Stephen Covey principle - understand first, then be understood - adapted for sales.

Chris Voss Insight #6 - How Calibrated Questions Enhance Sales Negotiations

“What” and “How” questions don’t just gather data - they force prospects to empathize with your position. Voss’s go-to “How am I supposed to do that?” tests flexibility and shifts the burden onto them. 

• Force Empathy: When a prospect demands a discount, respond with “How am I supposed to do that?” (be curious, not sarcastic). This makes them consider your side and be more likely to budge. 
• Test Their Position: Try “What makes this urgent?” or “How does this fit your timeline?” - their answers expose priorities and help shape their thinking, without sounding pushy.
• Keep a Soft Tone: “Inflection is critical”, Voss warns. Soft tones invite collaboration, not confrontation. 

Why It Works: Calibrated questions flip the dynamic, making prospects solve your problems while giving you insight into their limits, all without confrontation.

Chris Voss Insight #7 - How to Uncover Deal-Changing Black Swans

“Everybody knows there’s hidden stuff”, and black swans are hidden or held back pieces of information that, once revealed, transform a deal. 

• Probe Casually: Once again, use labels. When prospects push, say something like “Seems like you’re under some pressure.” This can uncover surprises - like a boss’s exit or internal deadlines - that can shift leverage in your favor.
• Don’t Guess, Listen: “Get them talking inadvertently,” Voss advises. Try “Seems like you’ve put a lot of thought into this” or “Seems like you’ve got a lot on your plate” to get a prospect to reveal what they don’t realize matters.
• Share Strategically: Turn a potential weakness into a strength. If you’re hiding a deadline, consider that it can be leveraged - “I need this by Friday, or I’m moving on” can pressure them to act if they are serious. 

Why It Works: Black swans emerge when prospects blurt out context - like personal stress or company chaos - that you can use to close a sale. And you won’t find black swans by just researching online!

Chris Voss Insight #8 - How to Turn Sales Weaknesses into Negotiation Wins

“Every one of my problems can be my leverage,” says Voss. If you wield it right, pressure isn’t a liability - it’s leverage. Learned from hostage crises, Voss proposes that emotional intelligence, not brute force, wins under stress.

• Own Your Constraints: Facing a late-quarter push? Say “I can’t do that unless you move now, or we both lose.” Their delay can often hide their desperation.
• Stay Curious: When emotions spike, ask yourself “What’s driving them?” Curiosity keeps you calm and strategic, turning a tense moment into an advantage.
• Walk Away Confidently: If a deal devolves into a take-it-or-leave-it trap… leave it. Voss’s FBI logic - no splitting the difference - means you don’t settle when the other side doesn’t want to close on your terms. 

Why It Works: Reframing pressure as a shared problem forces collaboration, and “exposes who’s really hostage to the deal.” 

Final Takeaway: Start Small, Win Big

Chris Voss’s parting advice? If you’re starting today, pick one technique to focus on: labeling a prospect’s objections, aiming and framing for “no” vs “yes”, or summarize to receive the “That’s right.” response. Practice the chosen technique, watch deals accelerate, and choose and master another technique. As Voss puts it, “Negotiation is about human beings” - and these FBI-honed tactics tap straight into that human wiring.

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