Effective Negotiation Skills

Course Description:

Most sales professionals think they are negotiating when in fact they are only bargaining. Is there a difference? Obviously! This is because bargaining is only one part of negotiating. The end result is most sales professionals get a poorer deal than they deserve.

 Make no mistake about it; customers are going to negotiate even harder than ever before in the current difficult market conditions. The inability to negotiate properly is going to be very expensive to the supplier company.


The overall objective of this two-day session is to impart the essential negotiation competencies to secure businesses on improved terms and conditions. It will also ensure that sales professionals are not “taken for a ride” by their customers.


This course is designed for those responsible for planning, analysis, control, and direction of the sales organization. Representative titles include vice president or director of sales, vice president or director of sales and marketing, national sales manager, branch managers, account managers and seasoned regional sales managers and account executives, sales representatives. This session is equally applicable for those managing sales processes for services/products.


Morning Session

  • The business case to negotiate
  • Comparing negotiation with other resolution methods
  • Common pitfalls that sales professionals fall into and how to avoid them
  • The use of power in negotiation
  • When NOT to negotiate
  • Understanding own negotiation tendencies
  • Strategies to improve and move away from our tendencies
  • The phases of negotiation
  • The 3 Ps
  • Principles that good negotiators use
  • Knowing where your product/company stand in the customer’s eyes and implication on negotiation strategy

Afternoon Session

  • The negotiation surplus concept
  • The purple exchange principle
  • Applying proven negotiation strategies and tactics
  • The process of bargaining
  • Bunching and breaking-taking the focus off price
  • Signaling when a trade can be made
  • Use and closing techniques and when to use them
  • Dealing with the common tricks that purchaser use
  • Dealing with threats
  • When to use manipulation
  • The common lies that customers tell
  • What they do not teach you in business school about negotiation
  • Making it work in the real world


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