Business Negotiation Email Sample, 8 Guideline

Business Negotiation Email Sample

7 Business Negotiation Samples to Boost Your Success Rate

Negotiating with potential or existing customers can be a challenging task, especially when you need to do it via email. Email communication lacks the non-verbal cues and the tone of voice that can help you convey your message more effectively in person or over the phone. However, email negotiation is also a valuable skill that can help you save time, money and hassle in your business dealings.


Know your goal and your BATNA before negotiating a price discount with a supplier.

Do your research and gather information about the supplier’s needs, preferences and offers.

Be polite and respectful, but also firm and confident in your request.

Be clear and concise, and provide evidence and examples to back up your arguments.

Ask open-ended questions to engage the supplier and uncover their interests, motivations, objections and expectations.

End with a call to action that prompts the supplier to respond or accept your offer by a certain date.

In this article, we will provide you with some business negotiation email samples that you can use as templates or inspiration for your own emails. We will also share some tips on how to write persuasive and professional emails that can increase your chances of getting a positive response from your recipients.

How to Write a Business Negotiation Email

Before we dive into the examples, let’s review some general guidelines on how to write a business negotiation email that works:

  1. Know your goal and your BATNA (best alternative to a negotiated agreement). Before you start writing, you should have a clear idea of what you want to achieve from the negotiation and what is the minimum acceptable outcome for you. This will help you set realistic expectations and avoid making concessions that are not in your best interest.
  2. Do your research. Before you contact your counterpart, you should gather as much information as possible about their needs, preferences, pain points, budget, timeline and decision-making process. This will help you tailor your offer and your arguments to their specific situation and show that you understand their perspective.
  3. Be polite and respectful. Even if you have a strong position or a competitive advantage, you should always treat your counterpart with courtesy and professionalism. Avoid using aggressive or rude language, making threats or ultimatums, or criticizing their offer or behavior. Instead, use positive and diplomatic words, express appreciation and gratitude, and acknowledge their concerns and objections.
  4. Be clear and concise. Your email should be easy to read and understand, without any ambiguity or confusion. Use simple and direct language, avoid jargon and slang, and break down your email into short paragraphs and bullet points. Make sure you state your purpose, your offer, your reasons and your expectations clearly and explicitly.
  5. Provide evidence and examples. To support your claims and persuade your counterpart, you should provide factual evidence and relevant examples that demonstrate the value and benefits of your offer. You can use data, statistics, testimonials, case studies, references or any other proof that can back up your arguments and show credibility.
  6. Ask open-ended questions. To engage your counterpart and encourage dialogue, you should ask open-ended questions that invite them to share their thoughts, opinions, feedback or suggestions. This will help you uncover their interests, motivations, objections and expectations, as well as build rapport and trust.
  7. Use the right tone. Depending on the context and the relationship with your counterpart, you should adjust the tone of your email to suit the situation. You can use a formal tone for more serious or complex negotiations, a casual tone for more friendly or informal negotiations, or a balanced tone for somewhere in between. You should also match the tone of your counterpart if possible, to show respect and alignment.
  8. End with a call to action. Your email should always end with a clear and specific call to action that tells your counterpart what you want them to do next. You can ask them to reply with their feedback, accept your offer, sign a contract, schedule a meeting or any other action that moves the negotiation forward. You should also provide a deadline or a sense of urgency if appropriate, to prompt them to act quickly.

Business Negotiation Email Samples

Now that we have covered some general tips on how to write a business negotiation email, let’s look at some examples of different scenarios and how to approach them.

Scenario 1: Negotiating a price discount with a supplier

Subject: Request for a price discount on order #123456

Dear John,

Thank you for your email confirming our order of 500 units of product X at $10 per unit. We appreciate your prompt service and quality products.

However, we would like to request a price discount on this order, as we have found another supplier who offers the same product at $8 per unit. We have been loyal customers of yours for over two years and we value our relationship with you. We would prefer to continue doing business with you rather than switching to another supplier.

Therefore, we kindly ask you to reconsider your price and offer us a more competitive rate that matches or beats the market price. This would not only help us save costs but also strengthen our long-term partnership.

Please let us know if you are willing to negotiate on this matter by Friday, October 1st. We look forward to hearing from you soon.

Jane Smith
Purchasing Manager
ABC Company


Q: Why do you need a price discount?
A: We need a price discount because we have found another supplier who offers the same product at a lower price. We want to reduce our expenses and optimize our budget.

Q: How much of a discount are you looking for?
A: We are looking for a discount that matches or beats the market price of $8 per unit. We think this is a fair and reasonable request, considering our loyalty and volume of orders.

Q: What if we cannot offer you a discount?
A: If you cannot offer us a discount, we will have to consider switching to another supplier who can meet our needs and expectations. We would rather not do that, as we value our relationship with you and your products.

Q: What are the benefits of giving us a discount?
A: The benefits of giving us a discount are that you will retain us as a loyal and satisfied customer, increase your sales and revenue, and enhance your reputation and competitiveness in the market.

Q: How can we trust that you are telling the truth about the other supplier?
A: You can trust that we are telling the truth about the other supplier because we have done our research and verified their offer. We can provide you with their quote and contact details if you wish.


  • When negotiating a price discount with a supplier, you should emphasize your loyalty, volume and value as a customer, and compare their offer with the market price or a competitor’s offer.
  • You should also be polite and respectful, and express your preference to continue working with them rather than switching to another supplier.
  • You should also be clear and specific about your request, your reasons and your deadline, and provide evidence and examples to support your claim.

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