Most sellers fold on the first counter because they never set their walk-away number in advance.

Most sellers fold on the first counter because they never set their walk-away number in advance.
The counter-offer playbook:
— Before any call, write three numbers: ask, target, walk-away. Never reveal target, never cross walk-away.
— First lowball? Don't counter the number, counter the logic — make them justify the haircut with data.
— Trade non-price terms: faster close, longer support, partial cash up front instead of dropping the multiple.
— Silence is a tool. After you state your number, shut up. The next one to talk loses.
Negotiate the structure, not just the digit.
What term would you trade before dropping your multiple? Go.