This week, President Trump’s proposed 20 percent tax on goods imported from Mexico served as the latest lesson in how this Administration intends to conduct business with its trading partners – leaving many trade experts, legislators on both sides of the aisle, and companies who rely on imports from Mexico in disbelief.

The impact of such a proposal would be significant – for industries ranging from agriculture to automotive to retail, and for American workers and their families. Critics argue that rather than Mexico footing the bill, the tax would simply be passed on to American businesses and consumers – a message that is at odds with both Trump’s claims and traditional Republican ideals.

But look beyond the sensational headlines and you’ll see that what is really playing out is a negotiation strategy President Trump is famous for – one he refined long before he took over the Oval Office, as Quartz’s Ana Campoy details. This strategy includes using both a carrot and a stick, as the Heritage Foundation’s Steve Moore, a conservative and Trump’s economic advisor during the campaign, explained in an interview with NPR. What has also proven to be a hallmark of Trump’s negotiation strategy is that he gives himself a lot of room to move. In this case, that includes making a statement – 20 percent Mexican “import tax” to fund a “wall” on the U.S.-Mexico border – that is both intentionally sensational (Sen. Lindsey Graham is mucho sad; former Mexico President Vicente Fox is [expletive] mad) and open to interpretation (is it a border adjustment, a tariff, or something else? Is it even a wall?). These tactics are designed to put pressure on the opposition, and distract from the complex policy details that are critical bargaining chips in a successful deal.

While this particular negotiation is still unfolding – it is far too early to determine whether this will actually become law – there are a few things businesses can do to prepare, whatever the outcome.

First, know that you are not alone. There is power in numbers and virtually every business operating in the U.S. depends on imports – and exports – to some degree. Align with others who are in the same situation and build a coalition – informally or otherwise – that can be more powerfully leveraged to influence the outcome through direct engagement with policymakers, third parties, and the media.

Second, build an echo chamber. Identify experts on both the right and the left who can weigh in with legislators, the Administration, and through media channels on why this is a bad approach. Start doing this now. For maximum impact, consider a mix of voices – from trade associations, chambers of commerce, small business associations, academics, and members of Congress who represent the districts most likely to be affected. Newspaper editorials offer a good look at who’s been recently vocal on the issue.

Third, make it personal. The consequences of a bad trade deal are felt far beyond the boardroom, as Trump himself made abundantly clear on the campaign trail in heavy manufacturing states like Michigan and Ohio. In an age where “a person like yourself” is now as credible as an academic or technical expert, and far more credible than a CEO or government official, it is imperative to engage your customers and employees directly on issues like this so they understand what is at stake – and what you are doing about it. Make no mistake – their Facebook feeds are full of this news just like yours is.

Finally, don’t overreact. This is a live negotiation – the White House is shifting their public position almost hourly. You risk losing your BATNA by going too public too soon. Now is the time to have conversations internally about what business decisions various outcomes might necessitate, and how you would communicate them when the time comes.

Erica Noble is an executive vice president for Edelman’s Washington, D.C. office.