Negotiation isn’t just a meeting; it’s the heartbeat of your business. Whether you are an early-stage founder or scaling a mature startup, you are negotiating every single day – with co-founders, suppliers, team members, and investors. Yet, for many women in the driver’s seat, the toughest negotiation happens before they even enter the room: the one with themselves.
On March 4th, 2026, as part of Vienna Women Week, I had the pleasure of leading the workshop “Stark verhandeln als Frau” (Negotiating Strong as a Woman) at the Vienna Business Agency. This marks the fourth consecutive year I have had the privilege of training female founders during this international week of empowerment. It was one of the most active, high-energy groups I’ve ever trained. The room was filled with brilliant entrepreneurs asking the hard questions that many business textbooks ignore.
According to recent studies, while women are often excellent negotiators when representing others, they frequently face a “social cost” or internal hesitation when negotiating for themselves or their own firms. This is why specialized training is not just a “nice-to-have”—it is a strategic necessity for growth.
Why Negotiation Mastery Matters for Your Scale-up
If you aren’t negotiating effectively, you aren’t just leaving money on the table; you are slowing down your entire ecosystem.
- Capital Efficiency: Every percentage point saved with a supplier or gained in a valuation directly impacts your runway.
- Team Retention: Transparent and firm negotiations with employees build trust and clear expectations.
- Market Authority: Your ability to defend your pricing defines how the market perceives your value proposition.
Key Takeaways: It’s Not Just About the Talk
The workshop revealed that the biggest hurdles often exist before the first “hello.” We spent significant time discussing that negotiation success is 80% preparation and 20% execution.
The “Pre-Negotiation” Checklist
Many participants felt they were “giving in too much” or offering prices far below the market average. To solve this, we looked at what must be solved before the meeting:
- Market Research: You cannot defend a price you don’t believe in. Rigorous benchmarking is your shield.
- The BATNA: We worked on the “Best Alternative to a Negotiated Agreement.” If you haven’t talked to parallel partners, you have no leverage.
USP and Social Proof: If your product is interchangeable, you are at the mercy of the other party. We focused on how to articulate your unique value and past successes to build an unshakeable base.
Increasing “Negotiation Security”
A common theme was the desire to “feel good” during a high-pressure situation. Negotiation is a muscle. The more you practice the “muscle memory” of standing your ground, the more natural it becomes. We explored:
- Versatility in Styles: Understanding your natural style (e.g., accommodating vs. competing) and learning how to switch based on situational factors.
- Handling Dirty Tricks: When high pressure or “dirty” tactics are applied, the goal isn’t to get emotional—it’s to name the tactic and bring the conversation back to objective criteria.
Navigating Cultural and Structural Hurdles
Founders often encounter cultural differences or rigid payment schemes. We discussed how to start a negotiation – precisely what to say and when – and how to optimize results when working with collaboration partners.
Thank you for the fantastic workshop ‘Negotiating with Confidence’ with Petra Wolkenstein at Wirtschaftsagentur Wien as part of the Wiener Frauenwoche 2026 by the City of Vienna 🌺”
Tanja Marino MA
Closing: Strengthening the Ecosystem
A huge thank you to Petra Kohles and the team at the Vienna Business Agency for organizing such a vital event during Vienna Women Week. It has been an honor to contribute to this initiative for four years running; thank you for having me and allowing me to support this incredible community of entrepreneurs. Seeing so many female founders ready to sharpen their tactics and claim their market value is consistently inspiring.
At Konsultori, we believe that when women negotiate better, the entire startup ecosystem grows stronger, fairer, and more profitable. We offer specialized negotiation training tailored for female founders based on the Harvard Business Negotiation principle to help you optimize every deal you touch.