Negotiation Tactics Every Wholesaler Should Master

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Welcome To The Business Of Wholesaling Newsletter!

Every week, we’ll be sending you strategies, tactics, and tools used by successful wholesalers and we’ll cover any important market insights and news in the industry.

Here’s what we got for you today:

• The Strategy of Preeminence

• Three Levels of Rapport

• Negotiation Tactics Every Wholesaler Should Master

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The Strategy of Preeminence

One of my favorite marketing gurus of all time is Jay Abraham. Jay coined a philosophical strategy called the strategy of preeminence and it’s something I think about for all businesses.

Preeminence can be distilled into 3 core values:

• Focus on making your clients’ lives better

• Having empathy for their perspective and situation

• Creating clarity so the client can see how to solve their problem

These 3 concepts also happen to be important for you as a wholesaler. 

We are mostly dealing with folks who are in a great amount of pain. Some of the people are just wild. But it’s important to empathize with what they’re going through and also be proud of the work you’re doing.

You’re helping someone during a hard time of their life move onto greener pastures.

The strategy of preeminence puts you in the position of a trusted advisor for your clients. In this case, for all sellers you are having conversations with.

It also implies you have a fiduciary duty to have the seller’s interest at all times. You are not persuading the seller to take deals that you know aren’t good for them, you are only recommending things you know will make their lives easier.

For simplicity’s sake, let’s say you own a water business. You know that the daily recommended amount of water is 8 glasses a day.

If someone wants to buy 1 glass of water from you, you have a moral duty to persuade them to get 8 glasses because that is the better outcome for their health. 

The non-preeminent business would take the customer’s money and not question it.

In our world, this might mean going out of your way to help the seller with resources such as introductions to contacts even if you don’t get the deal. 

Paradoxically, a lot of times you’ll see sellers moving forward with you anyway. And this is because you’ve demonstrated preeminence. 

In the long run, this is how you get more referrals, do more deals, and make yourself the number one authority in a market.

Three Levels of Rapport

When you’re not talking to any seller, there’s a good chance that you’re not the only wholesaler they’ve spoken to or are speaking to. 

And if you want to tilt the balance in your favor, there’s one thing you have to do.

Build rapport.

But it’s not enough to talk about common hobbies or your favorite sports teams. That’s ground level. 

Think about your interaction with someone you genuinely care about or you like. 

What are some things you might do for someone that you wouldn’t go out of your way to do if they were a stranger?

The next level up in rapport building is teaching someone something. So if you can get the seller to teach you something about a hobby or something else, you’re beyond normal pleasantries.

The highest level of rapport building is giving someone something. So if the seller gives you something, you know they like and trust you.

Monks try to get donations on the street by giving you beads or some other trinket. They’re trying to go for the highest level of rapport as soon as possible. 

Because most of the time, it invokes the law of reciprocity. This person just gave me something so I have to return the favor. 

Benjamin Franklin’s method for converting his enemies into friends was to ask them for favors. Because what normal person would grant an enemy a favor?

So the highest level of rapport is the act of giving. Or in your case, receiving.

Negotiation Tactics Every Wholesaler Should Master

As a wholesaler, you already know that negotiation is everything.

Whether you're dealing with a motivated seller looking to offload their property or a cash buyer hunting for a deal, mastering the art of negotiation is what sets successful wholesalers apart.

But being a great negotiator isn’t just about numbers. It’s about strategy, psychology, and timing.

Before jumping into price, take a step back and focus on building rapport.

Sellers need to feel comfortable with you before they’ll seriously consider your offer. Taking a few minutes to chat, ask about their situation, and genuinely listen can make a huge difference.

When it’s time to discuss numbers, one of the biggest mistakes wholesalers make is talking too much.

Instead, let the seller do most of the talking by asking open-ended questions. The more they share, the better you can understand their needs and structure your offer accordingly.

Rather than immediately throwing out a number, ease into it. 

If they’re expecting $100,000, casually mentioning that you’ve seen similar properties sell for significantly less can subtly shift their expectations. 

This makes your eventual offer seem more reasonable without direct confrontation.

Creating a sense of urgency can also be a game-changer.

Sellers who feel like they have unlimited time to decide will often delay. But if they sense an opportunity might slip away, they’re more likely to act.

Mentioning that you're looking at other properties or that your funds are limited can subtly encourage them to make a decision sooner rather than later.

Another simple but effective approach is offering multiple options. When people have choices, they’re more likely to pick one rather than reject everything altogether.

A powerful yet often overlooked trick is mastering the art of the pause.

When a seller gives their price, don’t immediately agree or counter. Instead, react with hesitation and take a thoughtful pause.

This small moment of uncertainty can make them second-guess their asking price, often leading them to adjust it on their own.

If they remain firm, shifting the pressure to a third party can be effective. Saying, “I checked with my partner, and he’s really hesitant about anything over $70,000,” removes the focus from you, making them more likely to reconsider.

However, at the end of the day, not every deal will work.

If the numbers don’t make sense, forcing a deal will only hurt you in the long run.

But ironically, the moment a seller realizes you’re not desperate, they often become more flexible.

So remember, the best negotiators aren’t the ones who push the hardest, they’re the ones who stay calm, strategic, and in control.

When you exude confidence, sellers take you more seriously, making it easier to get the deal you want.

Thanks for reading this week’s issue of the Business of Wholesaling. 

We’ll be back next week with more marketing & sales strategies, market insights, and other advice you can use to grow your wholesaling business. 

See you next week.

Team Business of Wholesaling