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This is the most fundamental concession dynamic and it is an essential tactic in deal-making. It literally uses an “if” and “then” construction: “If you do X, then I will do Y.” Making a naked concession without both parts can be perilous.


The naked concession happens when we are feeling awkward or we sense a deal slipping away, which may or may not be the case. We offer a concession out of the blue. Our anxiety wins. A better approach is to stick with an “if–then” construction. The If-Then is the balance when we say If I do this, you will do that for me.


To handle this, first determine if what they are asking is fair. If it’s not, give a qualified acceptance of your own design.

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