Aggressive* Offers in Negotiation
Most people are uncomfortable being aggressive in a negotiation. They worry about offending someone or killing the deal. So, they open politely, soften their numbers, and hope to meet in the middle. That usually costs them money.
An aggressive offer is not about being rude or unfair. It is about being clear. It says this is how I see the risk, this is the value I believe exists, and this is what makes sense for me to move forward.
Aggressive offers work because the first serious number on the table matters more than people like to admit. This is called anchoring. Once a number is out there, everything that follows reacts to it. Even if the other side pushes back, they are still negotiating around your anchor.
The key is how you present it. Apologizing weakens your position. Saying something like “I know this is a low offer” tells the other side you do not believe in your own offer. A better approach is calm and matter of fact. This is the offer based on the market, the risk, and the work required after the deal closes.
An aggressive offer should be fact-based, which means explaining why it makes sense to the other party. Without the facts, your offer can come across as mere combativeness. This can blow up in your face.
Tone matters as much as price. You can be firm without being dismissive. You can respect someone and still disagree on value. The moment it turns personal, leverage disappears. You are done.
Silence also plays a bigger role than most people realize. After you make an aggressive offer, stop talking. Let the other person react. The first one to fill the space usually gives something up.
If you are on the receiving end of an aggressive offer, the mistake is reacting emotionally or countering too quickly. Often the offer is a test. Slow the conversation down. Ask how they arrived at the number. Shift the discussion back to fundamentals like growth, risk, and upside. You are not defending your pride. You are defending value.
The biggest mistake I see is not aggression itself but unsupported aggression. A tough offer without logic behind it is just noise. A tough offer with clear reasoning is a serious negotiating position.
Good negotiators are not aggressive for the sake of it. They know their numbers, they stay calm, and they are willing to walk away if the deal does not make sense.
That is where real leverage comes from.
John Bradley Jackson
© Copyright 2025 All rights reserved.
*Aggressive: Defined as "tending toward or exhibiting conflict". I understand if that sounds harsh. A better word might be assertive. The goal is to be truthful and fair to both parties.
P.S. Walking away does not always end the deal. In many cases, it is only a pause. My advice is if you are at an impasse, ask to take a break and/or reschedule. A fresh new start may save the deal.