Negotiations in the B2B marketplace are becoming increasingly complex, calling for more creative solutions. Creating an environment that is conducive to creativity will become a top priority. With increasing demand to grow profits, the size of the pie in a negotiation keeps shrinking. Creative thinking is required to expand the value available in negotiations.

To be creative in a B2B negotiation you need to be able to solve a problem that your top customer brings to the negotiating table. Fixing a problem for your top customer gives you a competitive edge. The harder the problem is to solve, the greater the value that you can deliver with  your solution - providing a barrier for competitors.