{"id":50862,"date":"2023-11-27T11:40:36","date_gmt":"2023-11-27T15:40:36","guid":{"rendered":"https:\/\/www.thebeertimes.com\/?p=50862"},"modified":"2026-10-05T14:13:05","modified_gmt":"2026-10-05T18:13:05","slug":"negotiation-skills-boost-beer-sales","status":"publish","type":"post","link":"https:\/\/www.thebeertimes.com\/en\/negotiation-skills-boost-beer-sales\/","title":{"rendered":"10 Negotiation Skills to Boost Your Beer Sales"},"content":{"rendered":"<div id=\"thebe-241110577\" class=\"thebe-fuente-preferida-2 thebe-entity-placement\" style=\"margin-bottom: 30px;margin-left: auto;margin-right: auto;text-align: center;\"><a href=\"https:\/\/www.google.com\/preferences\/source?q=thebeertimes.com\" target=\"_blank\" aria-label=\"A\u00f1adir como fuente preferida en google\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.thebeertimes.com\/wp-content\/uploads\/2026\/07\/Anadir-como-fuente-preferida-en-google-1.jpg\" alt=\"\"  srcset=\"https:\/\/www.thebeertimes.com\/wp-content\/uploads\/2026\/07\/Anadir-como-fuente-preferida-en-google-1.jpg 638w, https:\/\/www.thebeertimes.com\/wp-content\/uploads\/2026\/07\/Anadir-como-fuente-preferida-en-google-1-300x60.jpg 300w\" sizes=\"(max-width: 638px) 100vw, 638px\" width=\"175\" height=\"127\"  style=\"display: inline-block;\" \/><\/a><\/div><p>Sales negotiation is a crucial skill in the <a href=\"https:\/\/www.thebeertimes.com\/10-ingredientes-para-el-exito-de-una-cerveceria\/\" target=\"_blank\" rel=\"noopener\">craft beer market<\/a>, a process that goes well beyond setting prices and closing contracts.<\/p>\n<figure id=\"attachment_26306\" aria-describedby=\"caption-attachment-26306\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-26306\" src=\"https:\/\/www.thebeertimes.com\/wp-content\/uploads\/2023\/11\/Venta-y-negociacion-de-cerveza.jpg\" alt=\"Beer sales and negotiation\" width=\"600\" height=\"315\" srcset=\"https:\/\/www.thebeertimes.com\/wp-content\/uploads\/2023\/11\/Venta-y-negociacion-de-cerveza.jpg 600w, https:\/\/www.thebeertimes.com\/wp-content\/uploads\/2023\/11\/Venta-y-negociacion-de-cerveza-300x158.jpg 300w, https:\/\/www.thebeertimes.com\/wp-content\/uploads\/2023\/11\/Venta-y-negociacion-de-cerveza-114x60.jpg 114w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><figcaption id=\"caption-attachment-26306\" class=\"wp-caption-text\">Beer negotiation and sales<\/figcaption><\/figure>\n<p>In an increasingly competitive market, craft brewers need solid negotiation skills to secure deals that work in their favor.<\/p><div id=\"thebe-577510159\" class=\"thebe-maridaje-sin-rodes thebe-entity-placement\" style=\"margin-bottom: 40px;margin-left: auto;margin-right: auto;text-align: center;\"><div style=\"background-color: #ffffff; border: 1px solid #ccc; border-radius: 12px; padding: 16px; max-width: 320px; margin: 20px auto; text-align: center; font-family: helvetica, arial, sans-serif;\">\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-45353\" src=\"https:\/\/www.thebeertimes.com\/wp-content\/uploads\/2026\/01\/71vKJFxJDRL._SL1500_-187x300.jpg\" alt=\"\" width=\"125\" height=\"200\" srcset=\"https:\/\/www.thebeertimes.com\/wp-content\/uploads\/2026\/01\/71vKJFxJDRL._SL1500_-187x300.jpg 187w, https:\/\/www.thebeertimes.com\/wp-content\/uploads\/2026\/01\/71vKJFxJDRL._SL1500_.jpg 312w\" sizes=\"auto, (max-width: 125px) 100vw, 125px\" \/><\/p>\n<p style=\"color: #0000ff; font-weight: bold; margin: 8px 0; line-height: 1.2;\"><a href=\"https:\/\/www.amazon.com\/dp\/B0GF4CFJBL\" target=\"_blank\" rel=\"nofollow\"><span style=\"font-size: 11pt;\">Maridaje de cerveza y marihuana. La ciencia sensorial para el sommelier moderno<\/span><\/a><\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium fasc-ico-before dashicons-cart\" style=\"background-color: #ffd100; color: #000000;\" target=\"_blank\" rel=\"nofollow\" href=\"https:\/\/www.amazon.com\/dp\/B0GF4CFJBL\">Comprar en Amazon<\/a><\/p>\n<\/div>\n<\/div>\n\n<div id=\"thebe-1721567692\" style=\"margin-bottom: 30px;\"><script async src=\"\/\/pagead2.googlesyndication.com\/pagead\/js\/adsbygoogle.js?client=ca-pub-9395258998211551\" crossorigin=\"anonymous\"><\/script><ins class=\"adsbygoogle\" style=\"display:block;\" data-ad-client=\"ca-pub-9395258998211551\" \ndata-ad-slot=\"8775458773\" \ndata-ad-format=\"auto\"><\/ins>\n<script> \n(adsbygoogle = window.adsbygoogle || []).push({}); \n<\/script>\n<\/div>\n<h2>Negotiation in the beer world<\/h2>\n<p>Sales negotiation in the craft beer world involves conversations between brewers and distributors, retailers or even consumers directly.<\/p>\n<p>These conversations can cover anything from distribution terms to shelf placement or participation in events.<\/p>\n<h2>Why negotiation matters<\/h2>\n<p>In the craft beer market, negotiation is essential for reaching agreements that benefit both sides.<\/p>\n<p>It&#8217;s not just about setting prices, but about building lasting relationships with distributors and retailers.<\/p>\n<p>Negotiations let both parties communicate constructively, creating room for trust and ongoing collaboration.<\/p>\n<h2>1. Prepare ahead of time<\/h2>\n<p>Before negotiating, brewers should understand the market, know the profile of their potential partners and be clear on the alternatives available to them.<\/p>\n<p>In negotiation, that alternative has a name of its own, BATNA (best alternative to a negotiated agreement), a concept popularized by Roger Fisher and William Ury in <em>Getting to Yes<\/em> (1981). If you know, for example, that another distributor in your area is willing to carry your beers, you&#8217;ll negotiate with more confidence and know exactly when it makes sense to walk away from the table.<\/p>\n<h2>2. Don&#8217;t open the conversation<\/h2>\n<p>Instead of opening the conversation on terms and prices, let the other side go first. This gives you valuable insight into their expectations and position.<\/p>\n<p>Listening first and speaking second is key to understanding what the other side needs.<\/p>\n<p>This tactic has its nuances. Research on anchoring shows that the first offer tends to set the range of the negotiation and that whoever makes it often comes out ahead, as long as they know market prices well (<a href=\"https:\/\/doi.org\/10.1037\/0022-3514.81.4.657\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Galinsky and Mussweiler, 2001<\/a>). That&#8217;s why letting the other side open works best when you lack enough information, for example, about what a bar pays other breweries for a keg.<\/p>\n<h2>3. Decide on your concessions in advance<\/h2>\n<p>You need to be clear about the concessions you&#8217;re willing to make, whether on price, volume or distribution terms. This keeps you from agreeing to rushed commitments in the middle of the negotiation.<\/p>\n<p>In beer, the usual concessions go beyond the price per case or per keg, and include the minimum order, payment terms, exclusivity in a territory or the loan of draft equipment.<\/p><div id=\"thebe-1668350160\" class=\"thebe-libros-amazon thebe-entity-placement\" style=\"margin-left: auto;margin-right: auto;text-align: center;\"><div style=\"background-color: #ffffff; border: 1px solid #ccc; border-radius: 12px; padding: 16px; max-width: 320px; margin: 20px auto; text-align: center; font-family: helvetica, arial, sans-serif;\">\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-43340 aligncenter\" src=\"https:\/\/www.thebeertimes.com\/wp-content\/uploads\/2025\/05\/Catar-cerveza-300x300.jpg\" alt=\"Gu\u00eda Pr\u00e1ctica Catar Cerveza Amazon\" width=\"200\" height=\"199\" srcset=\"https:\/\/www.thebeertimes.com\/wp-content\/uploads\/2025\/05\/Catar-cerveza-300x300.jpg 300w, https:\/\/www.thebeertimes.com\/wp-content\/uploads\/2025\/05\/Catar-cerveza-150x150.jpg 150w, https:\/\/www.thebeertimes.com\/wp-content\/uploads\/2025\/05\/Catar-cerveza-370x370.jpg 370w, https:\/\/www.thebeertimes.com\/wp-content\/uploads\/2025\/05\/Catar-cerveza.jpg 500w\" sizes=\"auto, (max-width: 200px) 100vw, 200px\" \/><\/p>\n<p style=\"color: #0000ff; font-weight: bold; margin: 8px 0; line-height: 1.2;\"><a href=\"https:\/\/amzn.to\/3LddZmQ\" target=\"_blank\" rel=\"nofollow\"><span style=\"font-size: 11pt;\">Gu\u00eda pr\u00e1ctica para catar cerveza: C\u00f3mo apreciar correctamente todas las cervezas del mundo<\/span><\/a><\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium fasc-ico-before dashicons-cart\" style=\"background-color: #ffd100; color: #000000;\" target=\"_blank\" rel=\"nofollow\" href=\"https:\/\/amzn.to\/3LddZmQ\">Comprar en Amazon<\/a><\/p>\n<\/div>\n<\/div>\n<h2>4. Stay away from ranges<\/h2>\n<p>Avoid offering wide ranges, especially when discussing prices. Give specific figures to prevent misunderstandings. Transparency is crucial for building trust.<\/p>\n<p>A study published in the Journal of Experimental Social Psychology found that offers with precise figures, rather than round ones, draw more moderate counteroffers, because the other side assumes whoever makes them knows the value of what they&#8217;re selling (<a href=\"https:\/\/doi.org\/10.1016\/j.jesp.2013.02.012\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Mason et al., 2013<\/a>).<\/p>\n<h2>5. Don&#8217;t split the difference<\/h2>\n<p>Instead of splitting the difference, look at other forms of value. Splitting the difference means settling at the midpoint between two figures, which tends to reward whoever started with the most extreme demand. Offering steep discounts can hurt your financial viability. Explore options such as add-ons or promotions.<\/p>\n<h2>6. Keep the conversation light<\/h2>\n<p>Even though negotiations can get intense, it&#8217;s important to keep a friendly tone. Goodwill helps build long-term relationships and heads off potential resentment.<\/p>\n<h2>7. Don&#8217;t talk only about money<\/h2>\n<p>Beer negotiation isn&#8217;t only about price. Consider offering added value, such as <a href=\"https:\/\/www.thebeertimes.com\/estrategias-marketing-para-cervecerias-artesanales\/\" target=\"_blank\" rel=\"noopener\">joint promotions or events<\/a>, to balance out financial concessions. At a bar, that could mean a tasting with the brewer, point-of-sale materials or a rotating tap with special releases.<\/p>\n<h2>8. Put the terms in writing at the right time<\/h2>\n<p>Hold off on written commitments until both parties have agreed on the terms verbally. This ensures the paperwork accurately reflects what was discussed.<\/p>\n<h2>9. Stay calm<\/h2>\n<p>Keeping your cool during negotiations reinforces your image as a reliable, consultative partner. Trust is essential for building solid relationships.<\/p>\n<div id=\"thebe-2125322474\" style=\"margin-bottom: 20px;margin-left: auto;margin-right: auto;text-align: center;\"><script async src=\"\/\/pagead2.googlesyndication.com\/pagead\/js\/adsbygoogle.js?client=ca-pub-9395258998211551\" crossorigin=\"anonymous\"><\/script><ins class=\"adsbygoogle\" style=\"display:block; text-align:center;\" data-ad-client=\"ca-pub-9395258998211551\" \ndata-ad-slot=\"1179889612\" \ndata-ad-layout=\"in-article\"\ndata-ad-format=\"fluid\"><\/ins>\n<script> \n(adsbygoogle = window.adsbygoogle || []).push({}); \n<\/script>\n<\/div>\n<h2>10. Walking away is always an option<\/h2>\n<p>If the demands are unreasonable or simply not profitable, walking away is a valid option. Not every negotiation pays off, and leaving an unworkable deal behind can be the smartest move.<\/p>\n<h2>Conclusion<\/h2>\n<p>Negotiation skills are essential in the competitive craft beer market.<\/p>\n<p>Preparation, empathy and the ability to offer value beyond price are key to striking mutually beneficial deals and building lasting relationships.<\/p>\n<h2>Frequently Asked Questions (FAQ)<\/h2>\n<h3>1. What is BATNA in a beer negotiation?<\/h3>\n<p>It&#8217;s the best alternative to a negotiated agreement, in other words, what you&#8217;ll do if you don&#8217;t reach a deal, such as selling to another distributor or directly in your taproom. Knowing it tells you when it makes sense to walk away from the table.<\/p>\n<h3>2. Should you make the first offer when negotiating with a distributor?<\/h3>\n<p>It depends on how well you know the market. The first offer works as an anchor and usually favors whoever makes it if they know prices well. If you lack information, it&#8217;s better to let the other side open.<\/p>\n<h3>3. Why use precise figures instead of ranges?<\/h3>\n<p>A range invites the other side to settle on whichever end suits them best. An exact figure signals that you know the value of your product and usually draws more moderate counteroffers.<\/p>\n<h3>4. What can you offer besides price?<\/h3>\n<p>Minimum orders, payment terms, territory exclusivity, loaned draft systems, tastings with the brewer, point-of-sale materials or special releases for a rotating tap.<br \/>\n<script type=\"application\/ld+json\">{\"@context\": \"https:\/\/schema.org\", \"@type\": \"FAQPage\", \"mainEntity\": [{\"@type\": \"Question\", \"name\": \"1. What is BATNA in a beer negotiation?\", \"acceptedAnswer\": {\"@type\": \"Answer\", \"text\": \"It's the best alternative to a negotiated agreement, in other words, what you'll do if you don't reach a deal, such as selling to another distributor or directly in your taproom. Knowing it tells you when it makes sense to walk away from the table.\"}}, {\"@type\": \"Question\", \"name\": \"2. Should you make the first offer when negotiating with a distributor?\", \"acceptedAnswer\": {\"@type\": \"Answer\", \"text\": \"It depends on how well you know the market. The first offer works as an anchor and usually favors whoever makes it if they know prices well. If you lack information, it's better to let the other side open.\"}}, {\"@type\": \"Question\", \"name\": \"3. Why use precise figures instead of ranges?\", \"acceptedAnswer\": {\"@type\": \"Answer\", \"text\": \"A range invites the other side to settle on whichever end suits them best. An exact figure signals that you know the value of your product and usually draws more moderate counteroffers.\"}}, {\"@type\": \"Question\", \"name\": \"4. What can you offer besides price?\", \"acceptedAnswer\": {\"@type\": \"Answer\", \"text\": \"Minimum orders, payment terms, territory exclusivity, loaned draft systems, tastings with the brewer, point-of-sale materials or special releases for a rotating tap.\"}}]}<\/script><\/p>\n<h2>Bibliography<\/h2>\n<ol>\n<li>Roger Fisher and William Ury, Getting to Yes. Negotiating Agreement Without Giving In, Houghton Mifflin, 1981<\/li>\n<li>Adam D. Galinsky and Thomas Mussweiler, <a href=\"https:\/\/doi.org\/10.1037\/0022-3514.81.4.657\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">First offers as anchors, the role of perspective-taking and negotiator focus<\/a>, Journal of Personality and Social Psychology 81, 2001<\/li>\n<li>Malia F. Mason et al., <a href=\"https:\/\/doi.org\/10.1016\/j.jesp.2013.02.012\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Precise offers are potent anchors<\/a>, Journal of Experimental Social Psychology 49, 2013<\/li>\n<\/ol>\n<div id=\"thebe-1072379464\" class=\"thebe-maridaje-cerveza-marihuana thebe-entity-placement\"><div style=\"background-color: #ffffff; border: 1px solid #ccc; border-radius: 12px; padding: 16px; max-width: 320px; margin: 20px auto; text-align: center; font-family: helvetica, arial, sans-serif;\">\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-49643\" src=\"https:\/\/www.thebeertimes.com\/wp-content\/uploads\/2026\/09\/Maridaje-de-Cerveza-y-queso-profesional-300x300.jpg\" alt=\"\" width=\"200\" height=\"200\" srcset=\"https:\/\/www.thebeertimes.com\/wp-content\/uploads\/2026\/09\/Maridaje-de-Cerveza-y-queso-profesional-300x300.jpg 300w, https:\/\/www.thebeertimes.com\/wp-content\/uploads\/2026\/09\/Maridaje-de-Cerveza-y-queso-profesional-150x150.jpg 150w, https:\/\/www.thebeertimes.com\/wp-content\/uploads\/2026\/09\/Maridaje-de-Cerveza-y-queso-profesional-370x370.jpg 370w, https:\/\/www.thebeertimes.com\/wp-content\/uploads\/2026\/09\/Maridaje-de-Cerveza-y-queso-profesional.jpg 500w\" sizes=\"auto, (max-width: 200px) 100vw, 200px\" \/><\/p>\n<p style=\"color: #0000ff; font-weight: bold; margin: 8px 0; line-height: 1.2;\"><a href=\"https:\/\/amzn.to\/4qHemVH\" target=\"_blank\" rel=\"nofollow\"><span style=\"font-size: 11pt;\">Maridaje de cerveza y queso profesional. Ciencia, t\u00e9cnica y sinergia sensorial<\/span><\/a><\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium fasc-ico-before dashicons-cart\" style=\"background-color: #ffd100; color: #000000;\" target=\"_blank\" rel=\"nofollow\" href=\"\">Comprar en Amazon<\/a><\/p>\n<\/div>\n<\/div><h2>Recommended<\/h2>\n<ul>\n<li><a href=\"https:\/\/www.thebeertimes.com\/como-construir-una-marca-exitosa-al-desarrollar-tu-emprendimiento-cervecero\/\">How to Build a Successful Brand When Starting Out in the Craft Beer Industry<\/a><\/li>\n<li><a href=\"https:\/\/www.thebeertimes.com\/el-fin-de-la-revolucion-de-la-cerveza-artesanal\/\">Is the Craft Beer Revolution Over? Inflation, Prices and Market Saturation<\/a><\/li>\n<\/ul>\n<div id=\"thebe-2326711472\" class=\"thebe-adskeeper-fin-articulo thebe-entity-placement\" style=\"margin-top: 20px;margin-left: auto;margin-right: auto;text-align: center;\"><div data-type=\"_mgwidget\" data-widget-id=\"1705281\">\r\n<\/div>\r\n<script>(function(w,q){w[q]=w[q]||[];w[q].push([\"_mgc.load\"])})(window,\"_mgq\");\r\n<\/script><\/div>","protected":false},"excerpt":{"rendered":"<p>It&#8217;s not just about setting prices, but about building lasting relationships, letting both parties communicate constructively and creating room for trust and ongoing collaboration.<\/p>\n","protected":false},"author":1,"featured_media":26306,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wpai_generated_summary":"","footnotes":""},"categories":[21139],"tags":[21170,21204,22467],"class_list":["post-50862","post","type-post","status-publish","format-standard","has-post-thumbnail","category-opinion-en","tag-business","tag-opinion-en","tag-strategy"],"_links":{"self":[{"href":"https:\/\/www.thebeertimes.com\/en\/wp-json\/wp\/v2\/posts\/50862","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thebeertimes.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thebeertimes.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thebeertimes.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thebeertimes.com\/en\/wp-json\/wp\/v2\/comments?post=50862"}],"version-history":[{"count":1,"href":"https:\/\/www.thebeertimes.com\/en\/wp-json\/wp\/v2\/posts\/50862\/revisions"}],"predecessor-version":[{"id":50863,"href":"https:\/\/www.thebeertimes.com\/en\/wp-json\/wp\/v2\/posts\/50862\/revisions\/50863"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thebeertimes.com\/en\/wp-json\/wp\/v2\/media\/26306"}],"wp:attachment":[{"href":"https:\/\/www.thebeertimes.com\/en\/wp-json\/wp\/v2\/media?parent=50862"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thebeertimes.com\/en\/wp-json\/wp\/v2\/categories?post=50862"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thebeertimes.com\/en\/wp-json\/wp\/v2\/tags?post=50862"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}