by Riche Atos / July 12, 2022

Business is a saturated world where improving and aiming to get better at negotiations is a must.

Unfortunately, in some cases, some people are willing to charge way below their initial cost of services in order to secure clients. What if I told you that clients actually love closing deals when the service providers charge higher? You can still win the client even if you charge triple times more than your competitors.  How is that possible? One word: Negotiation.

In this episode, you will hear from the negotiation master himself Prakash Chugani. Prakash is an executive coach and leadership trainer, as well as a sales enabler and educator. He’s also accredited as a coach from the International Coaching Federation, and holds an MBA in marketing, as well as a Master of Science in psycho neurobics. He is fluent in NLP and loves to train people on the topics of negotiation, conflict resolution, team leadership and change management.

So, don’t miss this episode to start mastering the art of negotiations!

 Connect with Dhiren:


Episode Highlights:

  • 05:50 Why entrepreneurs need to realize that negotiation is neither haggling nor bargaining
  • 07:01 Prakash shared the first tip which contradicts a famous quote
  • 11:07 What is the very important composite of a negotiator?
  • 12:29 Prakash discussed the possible factors why some people are afraid to negotiate
  • 12:57 Why negotiating may cause a temporary disturbance
  • 16:14 A trick in negotiation when being said “No”
  • 17:57 How to know your worth
  • 21:32 How to still win clients even if you charge higher than your competitors and why asking for the client’s budget is a huge mistake
  • 24:52 Prakash introduces ZOPA that determines how much the client is willing to pay for you
  • 27:59 How to influence your business partner to be cooperative rather than competitive

Five Tips to Get Better At Negotiations

  1. You don’t get what you deserve. You get what you ask for, or you get what you negotiate. Ask, you got to learn to be shameless in that space. You won’t know what the other people are ready to give you unless you ask.
  2. Best Alternative To A Negotiated Agreement (BATNA) – this is your USP for any negotiator, which means that if this negotiation doesn’t go through, if it fails, what’s my next alternative?
  3. The Three Most Important Words in Negotiation: prepare, prepare and prepare. You cannot go into a negotiation without being fully prepared. It’s like walking onto a battlefield unarmed, you got to know what’s your worth, which is you do some market research, you try and find out, you talk to people, you see who else is there, who else will buy at what price?
  4. The Principle of Anchoring – Anchoring is about placing in the subconscious mind of the other party of the figure. When you make the first offer, whatever the first offer is, you anchor yourself to that whole negotiations are acting around that figure, whether we know it or not.
  5. The Negotiators’ Dilemma – I’m cooperating because I believe that if I cooperate today, the guy’s going to cooperate back tomorrow. There could be a case where you may want to compete. And that happens, especially when I’m called cooperating, you’re competing, I cooperate again, but you’re competing, which means you don’t deliver on what you tell me.


 So it’s not about greed. It’s about asking what you deserve. As simple as that. It’s just verbalizing something which is in your heart. That’s all.” –Prakash Chugani

“The way you communicate, you verbalize things is important when you’re showing him the benefit of doing something for him. I’m not showing my benefit, I’m showing his benefit.” – Prakash Chugani

“Whenever you’re given an opportunity, be the first to make that opening offer because that will steer the entire organization in that direction.” – Prakash Chugani


Thank you for listening! I hope you enjoyed this episode and I’d love to hear your feedback. You can email me at hello@elevatedentrepreneur.fm and help me improve or if you have someone in mind that would be a great guest on the show, feel free to recommend them via email.

If you liked the episode, I appreciate you leaving a review on iTunes as it helps other entrepreneurs to find the show. You can also share the episode via Facebook, LinkedIn, and Instagram and tag someone who you feel would benefit from the podcast!

If there’s a question that you’ve been dying to ask me or feedback that you’d like to give me, head on over to elevated entrepreneur.fm/speak where you will be able to record a voice message that I can listen to and also maybe feature here on the podcast together with my answer.


Thanks, and lots of love,


  • Episode Transcript