Negotiating in Life, Negotiating Tips, Negotiation Strategies July 21, 2025
The Krunch Negotiating TacticNegotiation isn’t a simple back-and-forth over price—it’s a carefully planned, multi-dimensional process where psychology, preparation, and strategy come together. For decades, skilled negotiators have relied on certain tried-and-true tactics to shape conversations and outcomes in their favor. Among the most widely used—and often misunderstood—are the krunch negotiation tactic and the nibble negotiation tactic.
Mastering these two approaches gives negotiators the ability to navigate tough discussions, create leverage, and secure concessions without damaging long-term relationships. But these tactics are more than just lines or moves—they reflect an understanding of human nature and the dynamics of deal-making. In this in-depth guide, you’ll learn not only how these tactics work, but why they work, when to use them, and how to respond when someone uses them on you.
Whether you’re negotiating multi-million-dollar contracts or haggling over everyday purchases, these tools can elevate your game. Let’s dive in.
The krunch negotiation tactic is refreshingly simple, yet remarkably effective. It relies on a short, direct phrase:
“You’ve got to do better than that.”
This phrase is a classic buyer’s challenge that immediately pushes the responsibility back onto the seller. It signals dissatisfaction with the current offer while leaving the door open for improvement. Rather than naming a new price or demanding specific changes, the buyer forces the seller to come up with a better deal on their own.
This tactic works well because it’s clear, unambiguous, and shifts the psychological burden. The seller knows they must do something to keep the buyer’s interest. It’s often used early in price discussions, where resetting expectations can have a huge impact on the rest of the negotiation.
At KARRASS, we emphasize that while the krunch is effective, it should be used thoughtfully. Overusing it can come across as bullying, create resentment, and even cause sellers to preemptively inflate prices just so they have room to "give in" later. That’s why top negotiators understand not just how to use the krunch, but when and why.
The power of the krunch negotiation tactic lies in both psychology and industry norms. Negotiators who master it understand the underlying thought processes it triggers in the other party.
When a seller hears, “You’ve got to do better than that,” several assumptions often pop into their mind:
Beyond psychology, there’s also a systemic reason why the krunch often works: most pricing includes some “wiggle room.” Sellers frequently add a margin precisely because they expect buyers to negotiate. A smart buyer using the krunch taps into that buffer without even specifying what reduction they want.
But there’s a downside. When buyers overuse the krunch tactic, sellers adapt by preemptively padding their prices even more. They expect to be challenged, so they build in 10%, 15%, or even 20% room to “give away.” That can lead to a cycle of distrust and inefficiency.
That’s why successful negotiators treat the krunch as a strategic tool, not a default response. Use it to encourage genuine conversation about value—not to intimidate or alienate the other side.
If you’re on the receiving end of a krunch, don’t panic. It’s easy to feel defensive or pressured to drop your price immediately. But that can erode your margins, damage your credibility, and weaken your negotiating position in the long term.
Instead, take a step back and turn the conversation toward problem-solving. Good responses often start with clarifying questions:
These questions do several things: they buy you time, they reveal your counterpart’s priorities, and they allow you to address objections directly instead of blindly cutting price.
Negotiation isn’t only about the number on the invoice. As Dr. Chester Karrass points out in his book Give and Take:
“Handled right, it is possible to make an opportunity out of a krunch.”
This means reframing the objection as a chance to explain your value. Price includes not just dollars but service, quality, delivery speed, warranty, reputation, and many other “soft” factors that matter to buyers.
If you can demonstrate why your offer is worth it—while showing willingness to collaborate—you turn a confrontation into an opportunity to strengthen trust.
In contrast to the upfront, in-your-face krunch, the nibble negotiation tactic is all about subtlety and timing. It comes into play after the main deal seems finalized.
Picture this: after you and the other party shake hands on the major terms, they say:
“Oh, by the way, can you throw in free shipping?”
This is the nibble—a small, often seemingly harmless request made right at the end. Because the main deal is already locked in, you’re more inclined to agree rather than risk derailing the agreement over something minor.
The nibble works because of human psychology: once people are emotionally and mentally committed to closing, they’re highly motivated to avoid reopening negotiations. It feels petty to say no to something small after so much has been agreed upon.
Skilled negotiators use the nibble to extract extra value after the big concessions are done. But like all tactics, it needs to be used ethically and sparingly to avoid damaging the relationship.
To understand the nibble negotiation tactic more deeply, let’s look at a couple of detailed, realistic scenarios:
A car buyer negotiates hard on price for hours, finally agreeing to the dealer’s rock-bottom number. As they’re signing paperwork, they casually say:
“Could you throw in the premium floor mats and a full tank of gas?”
It’s a small ask relative to the total purchase—but if granted, it increases the value they receive without touching the agreed-upon price.
A company hires a consultant at a negotiated rate for a six-month project. During final contract review, they say:
“Would you mind running a brief training session for our staff at no extra cost?”
The consultant might hesitate to push back, worried it could jeopardize the entire deal.
In both cases, the nibble is effective because it feels too minor to refuse. But these small extras can add significant cost or workload over time.
While both the krunch and nibble negotiation tactics can be powerful, understanding their advantages and disadvantages helps ensure you use them wisely—and recognize them when they’re used on you.
The krunch is prized for its clarity. It delivers an unmistakable signal that the current offer isn’t good enough without committing you to a counterproposal. By leaving the ball in the seller’s court, it often yields better pricing or improved terms with minimal effort. It also helps buyers test the other party’s flexibility without revealing their own bottom line.
Despite its power, the krunch can also be risky. Overuse can create friction, damage rapport, and even lead sellers to pad initial quotes just to handle expected pushback. It may make negotiations adversarial rather than collaborative, leading to win-lose outcomes instead of long-term partnerships.
The nibble, in contrast, is subtle and non-threatening. It’s designed to secure small extras once the major terms are agreed upon, and because it comes at the end, it often faces less resistance. Sellers are often more willing to make tiny concessions rather than risk reopening the whole negotiation.
However, nibbling can backfire if overused or perceived as sneaky. It can undermine trust if the other party feels ambushed or manipulated at the last minute. Additionally, it may prompt a defensive response or encourage the other party to start nibbling back.
Using either tactic responsibly means knowing your goals, understanding the relationship you want to build, and being willing to negotiate in good faith.
Neither the krunch nor the nibble works in a vacuum. They tap into fundamental psychological triggers that influence how people make decisions. Understanding these principles can make you a better negotiator—and help you recognize when someone is using them on you.
Recognizing these psychological drivers isn’t about manipulation—it’s about understanding human nature. Negotiators who appreciate these principles can negotiate more ethically, anticipating reactions and guiding conversations to better outcomes for both sides.
Despite their simplicity, both the krunch and nibble are often misused by inexperienced negotiators. These common pitfalls can turn a smart tactic into a liability.
At KARRASS, we teach that negotiation is not about winning at all costs but about creating value that both sides can accept.
Just as you need to use the nibble wisely, you need to know how to recognize and respond when someone tries it on you.
The key to countering the nibble is preparation and clear communication. Instead of feeling trapped by last-minute asks, consider these strategies:
Being prepared to handle these small asks without feeling cornered protects your margin, maintains fairness, and preserves trust.
Reading about tactics is helpful—but real skill comes from practicing them. Role-playing exercises allow you to refine your approach, adjust your tone, and build confidence before the stakes are high.
Pair up with a partner. One plays the seller presenting a price, while the other practices saying:
“You’ve got to do better than that.”
Try delivering it in different ways: firm and serious, friendly and light, even playful. Notice how tone impacts the response. Discuss how to follow up if the seller pushes back.
Negotiate a mock deal until both sides agree on terms. Then the buyer says:
“Oh, can you also include free delivery?”
Practice how the seller can respond: agreeing, countering, or refusing politely. Switch roles so both partners experience both sides.
Talk about what felt natural or forced. Identify phrases that worked well and those that didn’t. The goal is to make using—and recognizing—these tactics second nature.
At KARRASS, we believe experiential learning is the best way to develop lasting negotiation skills.
Not every negotiator will use the krunch and nibble the same way. Your negotiation style shapes how you deploy these tools—and how you should prepare to handle them from others.
Knowing your own style—and recognizing your counterpart’s—allows you to adapt these tactics thoughtfully, using them to enhance outcomes while maintaining trust and respect.
Timing is everything in negotiation. Both the krunch and nibble tactics have ideal moments where they shine.
It’s designed for the stage where major terms—especially price—are still in flux. By challenging the other side immediately, you set the tone and test their flexibility. It can lead to significant savings or improved terms if used strategically.
The nibble is most effective once the other side feels the deal is done. At this point, they’re committed and less likely to object to small extras. It's the perfect moment to secure low-cost, high-value concessions.
But be warned: both tactics lose their power when overused. Sellers who expect constant krunches will simply pad their initial prices. Buyers who habitually nibble can develop a reputation for being untrustworthy or difficult to deal with.
Smart negotiators view these tactics as part of a broader toolkit—one they use with care, always mindful of the relationship they’re building.
The krunch is a direct challenge: saying “You’ve got to do better than that” forces the other party to improve their offer without you specifying what you want. It’s a way to test flexibility and secure better terms without committing to a counteroffer.
The nibble is a small, last-minute ask made after the main deal seems finalized. It relies on the other side’s desire to close quickly, making them more likely to grant minor extras rather than risk reopening the entire negotiation.
Use the krunch early in discussions about major terms like price. Use the nibble at the very end to add small bonuses or concessions once the main agreement is locked in. Both tactics work best when used thoughtfully and sparingly.
Used responsibly, both tactics can be ethical tools for ensuring fair value. Problems arise when they’re used deceptively or excessively, which can damage trust and long-term relationships. Ethical negotiators are transparent about their goals and avoid manipulation.
Prepare by confirming there are no other requests before finalizing the deal. If someone adds a nibble, you can politely decline, agree conditionally, or call it out directly. Staying calm and professional ensures you don’t give away value you didn’t plan to.
Professionals from industries as diverse as sales, procurement, law, and engineering have found the krunch and nibble negotiation tactics to be essential parts of their toolkit. But they don’t see them as cheap tricks—they see them as strategic tools for structuring better agreements.
At KARRASS, we emphasize that negotiation is a process, not a battle. Tactics like the krunch and nibble only work when used ethically, thoughtfully, and as part of a broader approach that prioritizes long-term value and relationships.
More than 1.5 million people have trained with KARRASS over the last 55 years. Effective Negotiating® is designed to work for all job titles and job descriptions, for the world’s largest companies and individual businesspeople.
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