Business English Podcast · Negotiations · Episode 27

Handling an Ultimatum from a Strategic Customer

"Twelve per cent by Friday — or we go to tender." How to answer an ultimatum without caving in or risking the relationship.

C1 · Dialogue · 5 Min. · free

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Editorially reviewed by James Simmonds – English teacher since 2004Published 20 August 2026

Handling a Customer Ultimatum

SceneHead of procurement Robert gives his long-standing supplier an ultimatum: a twelve per cent reduction by Friday — or the entire volume goes out to tender. Sales director Martin has to respond without caving in.

0:00 / 5 Min.

Tip: listen to the episode twice before you start the test. · Worksheet (PDF)

✓ To the comprehension test

Martin — Sales director, packaging machineryRobert — Head of procurement, strategic customer

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Transcript

The full transcript opens after the comprehension test — so you train real listening instead of reading along.

German support

RobertMartin, thanks for coming in person. I'll get straight to the point — that's why we asked you here.

MartinThat's what I appreciate about working with you, Robert. Go ahead.

RobertYour prices are eight per cent above the market. Either we see a twelve per cent reduction by Friday, or we put the entire volume out to tender. My board expects me to be consequent here.Entweder zwölf Prozent Nachlass bis Freitag – oder das gesamte Volumen wird ausgeschrieben.

MartinConsistent — understood, and I'd expect nothing less from you. Before I respond: may I ask two questions first?Deutsch „konsequent" heißt „consistent". Englisch „consequent" bedeutet „daraus folgend" – ein falscher Freund.

RobertTwo questions. Then I need an answer.

MartinFirst: is this purely about the price, or has something else changed on your side? And second: if we solve the price question, is the partnership itself secure?

RobertIt's the price. Your quality and your delivery record are the reason we're talking to you instead of just sending out the tender documents. But the price gap is real, and my board has seen the benchmark.Ihre Qualität und Ihre Liefertreue sind der Grund, warum wir überhaupt noch reden.

MartinThank you — that helps. Then here is my honest position: twelve per cent by Friday would mean selling below cost. And a partner who sells at a loss becomes a risk for you, not a bargain — corners get cut where you can least afford them.Zwölf Prozent bis Freitag hieße unter den Selbstkosten verkaufen – ein Partner mit Verlust wird zum Risiko.

RobertThat's your problem to solve, not mine.

MartinPartly true. But you've given me an ultimatum, so let me give you a straight answer — a counter-proposal instead of a refusal. Six per cent now, a further three per cent next January when our new production line is running, and in return a two-year volume commitment from you. That closes most of the gap without breaking the supply chain you depend on.Ein Gegenvorschlag statt einer Absage: sechs Prozent jetzt, drei weitere im Januar – gegen eine Abnahmegarantie über zwei Jahre.

RobertNine per cent over two years. I can't promise the board will accept it — but it's a serious answer, not a delaying tactic. Put it on one page by Thursday morning, and I'll take it into the meeting.

MartinYou'll have it on one page by Thursday morning. And Robert — whatever the board decides, thank you for giving us the chance to respond before the tender.

RobertThat's what ten years of reliable deliveries have earned you. Thursday, Martin.

Key phrases

to get straight to the point

to say the main thing immediately, without small talk

I'll get straight to the point: we need better terms.

to put something out to tender

to invite competing offers for a contract

If we cannot agree, the project will be put out to tender.

consistent

firm and unchanging — the correct English for German "konsequent"

She is consistent: the same rules apply to every supplier.

delivery record

the documented history of delivering on time

Our delivery record over ten years speaks for itself.

below cost

at a price lower than what it costs to produce

We will not sell below cost, even to keep the account.

counter-proposal

an alternative offer made in response to a demand

Instead of refusing, he made a structured counter-proposal.

volume commitment

a promise to buy a fixed quantity over time

The discount is tied to a two-year volume commitment.

delaying tactic

an action intended to gain time rather than solve the issue

Asking for another analysis was clearly a delaying tactic.

Language notes

In this episode a strategic customer issues an ultimatum: twelve per cent off by Friday or a tender. You learn the C1 strategy against it: ask questions before answering, defuse the ultimatum factually ("selling below cost") and respond with a conditional counter-proposal — plus the false friend "konsequent" ≠ "consequent".

Questions before answers

Martin's most important move comes before any number: "May I ask two questions first?" The two questions — is it purely about price? is the partnership secure? — turn the ultimatum into a conversation and supply the information that calibrates his answer. Whoever answers an ultimatum with an immediate number is negotiating blind. The polite request to ask first ("Before I respond …") is the standard C1 technique for taking speed out of a threat.

Cultural note: konsequent is not consequent

Robert says "My board expects me to be consequent" — a literal transfer of German "konsequent". English "consequent" exists but means "resulting from" (a consequent drop in sales). The intended word is "consistent" (unwavering) or "firm" (resolute). Martin corrects it elegantly by echo: he simply repeats the right word ("Consistent — understood") and moves on — the politest form of correction between business partners.

Turning the ultimatum into a trade

Martin neither refuses nor caves — he restructures: "a counter-proposal instead of a refusal". His offer has three components: an immediate move (six per cent), a dated second step with a rationale (the new production line) and a return favour (a two-year volume commitment). The factual argument "selling below cost" makes the original ultimatum unattractive without attacking Robert: a supplier at a loss is a risk, not a bargain.

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Frequently asked questions

What language level is this episode for?

Level C1 (CEFR). The dialogue uses advanced procurement and negotiation English; the vocabulary list explains all eight key terms bilingually.

How do I respond to an ultimatum from a key customer?

Never answer with a number immediately. Ask questions first ("Is this purely about the price?"), test the ultimatum factually ("that would mean selling below cost") and then make a conditional counter-proposal — concession against return favour.

Does German "konsequent" translate as "consequent"?

No. English "consequent" means "resulting from". German "konsequent" is "consistent" (unwavering) or "firm" (resolute): "We will be consistent on this point."

Is there a transcript to read along?

Yes, the full transcript with German support notes is on this page — listen first, then take the test, then read along.

Where can I practise difficult customer conversations live in English?

In the online business English courses from Simmonds Language Services (englisch-lehrer.com/online): live lessons with real teachers on Zoom, including negotiation role-plays for sales and procurement. Book a free consultation.

Want to practise these phrases in a real conversation?

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