If you’re an aspiring entrepreneur in India, you already know that building a successful business takes more than a great idea or even a solid business plan. One of the most important—but often overlooked—skills you need to master is communication and negotiation. Whether you’re pitching your startup to an investor, closing a deal with a partner, or convincing a customer to choose your product, the way you communicate and negotiate can make all the difference.
At the Wadhwani Foundation, we’ve worked closely with thousands of young entrepreneurs across India. We’ve seen that those who invest time in developing strong communication and negotiation skills often have a better shot at building successful ventures. Here, we explore how you can improve these skills and why they matter so much.
Listen more than you speak
One of the biggest game-changers in communication is something most people forget: listening. Sounds simple, right? But real, active listening is more than just hearing words—it’s about understanding the emotions, intentions, and perspectives behind them.
When you’re in a business meeting or negotiation, make sure you’re fully present. Put the phone away, make eye contact, and listen without interrupting. This helps you understand what the other person truly wants. And when you respond, you’re more likely to say something that moves the conversation forward in a meaningful way. It builds trust—and trust is at the core of any strong business relationship.
Learn the power of persuasion
As an entrepreneur, your job involves convincing people—whether it’s investors, partners, customers, or even your team. Being persuasive isn’t about being pushy. It’s about clearly explaining your ideas, your vision, and why they matter.
A great way to do this is through storytelling. Don’t just pitch features or numbers. Share the story behind your business—what problem you’re solving, why it matters, and how your journey led you to this solution. People remember stories more than facts, and a good story connects with them emotionally. When you connect, you persuade.
Read the room (and the body language)
Communication isn’t just about what you say. A lot of it happens through non-verbal cues—your body language, tone of voice, and facial expressions. These can speak louder than your words.
If you walk into a meeting with slouched shoulders or avoid eye contact, it might signal a lack of confidence. On the other hand, a firm handshake, upright posture, and a calm, clear tone can show that you’re confident and prepared. Also, keep an eye on the other person’s body language. Are they leaning in? Nodding? Looking uncomfortable? These subtle cues can tell you a lot about how they’re feeling, which can help you adjust your approach.
Be assertive, not aggressive
Many people confuse assertiveness with aggression, especially in high-stakes business situations. But there’s a big difference. Assertiveness means expressing your needs and opinions clearly, but respectfully. You stand your ground without pushing the other person into a corner.
For example, during a negotiation, you can state your expectations confidently. But at the same time, you show a willingness to listen and understand the other party’s point of view. That balance builds mutual respect and often leads to better, long-term business relationships.
Build emotional intelligence
In today’s world, emotional intelligence is just as important as technical or business skills. Entrepreneurs with high emotional intelligence are better at managing their own emotions and understanding how others feel. This becomes especially useful during tense situations or when stakes are high. Say you’re pitching to an investor and they start asking tough questions. Instead of getting defensive, a high emotional intelligence entrepreneur stays calm, answers confidently, and reads the mood in the room. Emotional intelligence also helps you show empathy—an essential trait when you’re dealing with customers or negotiating deals.
Understand the psychology of a deal
Negotiation isn’t just a back-and-forth over numbers. It’s also about understanding what drives the other person. Are they looking for security? A long-term partnership? A quick win? When you understand someone’s underlying motivation, you can adjust your strategy. Maybe you compromise on one term to gain something more valuable elsewhere. Smart negotiators know when to push and when to step back. And that kind of instinct comes from understanding human behavior—not just reading a contract.
Ask for feedback (and act on it)
Here’s something most people miss: growth in communication and negotiation comes from feedback. After an important meeting or deal, ask someone you trust—like a mentor or colleague—how you did. Did you come across as confident? Were you too aggressive or too soft? Were your points clear?
Honest feedback helps you see your blind spots and improve. Over time, this reflection and practice help you become a more confident and effective communicator.
At the Wadhwani Foundation, we believe communication and negotiation are not just soft skills—they are business survival skills. Through our Entrepreneurship initiatives, we help young Indian entrepreneurs with the tools and training they need to grow, lead, and succeed. Our programs focus on real-world challenges, offering hands-on learning in areas like business pitching, deal-making, and storytelling.
Here is more information about our entrepreneurship initiatives:
- Ignite: Our Ignite program is an experiential initiative designed to guide students through a structured entrepreneurship journey from ideation to execution. Through this hands-on program, participants will learn the skills to craft compelling value propositions, establish sustainable business models, achieve financial stability, and develop exceptional products. The aim of this program is to develop a growth and innovative mindset. It also enables students to communicate effectively in a business environment. The program is particularly beneficial for students who want to take their first steps into entrepreneurship or build an existing idea.
- Liftoff: This program is a comprehensive accelerator that supports early-stage startups and MSMEs to refine their business models and prepare for market success. While we focus on business development, our liftoff program also emphasizes the importance of effective business communication and negotiation skills. Our participants learn the best practices to articulate their value propositions and engage with potential investors and partners. The program’s structure includes group and one-on-one mentoring, which provides tailored guidance to craft persuasive pitches and negotiate terms that align with their business objectives. With the integration of these elements, the Liftoff program teaches entrepreneurs the necessary skills to steer through the complexities of business communication and negotiation.
- Academy: Our SME Academy is a comprehensive program designed to enhance leadership and operational capabilities within small and medium-sized enterprises (SMEs). While the program primarily focuses on strengthening management skills, our trainers also emphasize on the importance of effective business communication and negotiation. Through live expert-led sessions, sector-specific learning tracks, and actionable frameworks, participants get the tools to improve cross-functional execution and strategic thinking. Our program also promotes peer learning and accountability, which enable business leaders to develop practical communication strategies tailored to their specific industry context.
Accelerate: Our Accelerate program is a strategic growth initiative tailored for startups and small businesses that aim to scale rapidly. We place a significant emphasis to enhance business communication and negotiation skills. Participants receive personalized mentorship from experienced venture partners, who guide them to refine their communication strategies to effectively create value propositions and engage with stakeholders. The program’s sector-specific scaling helps businesses to tailor their messaging and negotiation tactics accordingly. Through the combination of elements, the Accelerate program provides entrepreneurs with the necessary tools to go through complex business environments and experience growth and success in their ventures.
