Push, Pull, or Persist
Choose the negotiation move that fits the buyer and the moment
- Difficulty
- Moderate
- Time to result
- ~weeks to results
- Steps
- 5
- Confidence
- 99%
Push, Pull, or Persist is Serhant's three-part decision model for negotiation. A push advances the buyer toward action, a pull removes pressure or takes the deal away, and persistence keeps the conversation alive despite resistance. The salesperson selects the move from the buyer's situation rather than defaulting to persuasion. With an extremely wealthy buyer who already wanted the property, Serhant says neither pushing nor persisting was necessary; pulling was the useful move because it signaled caution and transferred ownership of the decision back to the buyer. The three moves can also be combined as a negotiation evolves. The value of the model is diagnostic: before speaking, decide what directional effect the conversation actually needs.
Origin
Ryan Serhant explains the three Ps through a Palm Beach negotiation in which pulling away from an expensive property built the buyer's trust.
Core principles
- 01Every negotiation calls for a directional choice
- 02The buyer's position determines the right move
- 03Pulling away can create more trust than pushing forward
- 04More than one move may be used during a negotiation
How to run it
- 1
Diagnose the moment
Assess whether the buyer needs momentum, space, or continued contact. Pay attention to urgency, trust, and resistance.
Pro tip Separate what the buyer says they want from what their behavior shows.
Watch out Do not choose a move solely because it is your habitual style.
- 2
Push when movement is needed
Advance the conversation when the buyer has enough confidence and needs help taking the next action. Make the action concrete.
Pro tip Tie the push to the buyer's stated outcome.
Watch out Pressure without trust can end the relationship.
- 3
Pull when pressure is counterproductive
Recommend pausing, leaving, or considering another option when withdrawal better serves the buyer. Let the buyer reclaim ownership of moving forward.
Pro tip A genuine willingness to lose the deal makes the pull credible.
Watch out A fake pull used as scarcity theater undermines trust.
- 4
Persist when the path remains open
Continue following up when the opportunity is viable but not ready. Keep adding useful contact rather than repeating the same pitch.
Pro tip Use a system so persistence is consistent.
Watch out Persistence is not permission to ignore a clear final no.
- 5
Reassess and combine
Observe the response and switch moves as the negotiation changes. A deal may require an amalgamation of all three.
Pro tip Name the current move before the next contact.
Watch out Do not change tactics so rapidly that the buyer experiences inconsistency.
In the wild
When a billionaire wanted a $140 million house far above his stated budget, Serhant did not push the purchase. He apologized, said they should leave, and offered to show something else. He describes this as a pure pull because the buyer was already present, decisive, and did not need more pressure.
→ The withdrawal made the buyer responsible for deciding whether to move forward.
Common mistakes
Pushing every buyer
Automatic pressure ignores whether the buyer already has enough urgency and may instead need proof of independent judgment.
Persisting past a real boundary
Follow-up should continue only while a legitimate path remains open.
Is it for you?
Best for
Salespeople navigating high-stakes conversations where buyer readiness and resistance vary.
Not ideal for
Interactions where the seller lacks enough information to judge the buyer's needs honestly.
From the transcript
“And so yeah, every sale has three Ps through the negotiation.”
“You push, you pull, or you persist.”
“And then you make it their idea to move forward.”
From the episode
Sales Expert: 3 Ways To Get A YES Every Time
Ryan Serhant