Sales Negotiation Skills

As more customers are trained in negotiation, we need special skills to protect and increase profits while building relationships. Negotiation increasingly involves teams and may need more than one meeting to reach agreement. Such issues require even greater skills.


As competition increases, the frequencies of negotiations increase. In most industry sectors negotiation is an expected part of the purchasing process. Many senior customer personnel get more practise in negotiations skills than most supplier personnel. This means their skills develop at a faster pace. Often the customer facing personnel must negotiate internally as well as externally.

Many customer personnel are trained in win-lose negotiation tactics. This means an even higher level of skill is required by supplier personnel to ensure a win-win outcome. The different between profit and loss on a deal often lies in the detail. Minor clauses negotiated have given rise to suppliers having major problems.

Negotiation Skill Training is a practical and intensive course where participants are given the key techniques and skills required.

Who Should Attend
Anyone involved in negotiations, also experienced negotiators who want to refresh and improve their skills.

2 Day: Full Negotiation Skill Training Course

Negotiation Skill Training – Objectives

Participants will learn:

    • the underlying principles and how to recognise when the sales process has moved towards negotiation
    • how key activities before the negotiation can help to ensure success
    • how to open the negotiation and the key elements required to prevent problems and help to ensure success
    • how to handle requests and trade concessions in a way that ensures maximum profitability
    • how to avoid the pitfalls and handle difficult situations
    • how to follow-up the meeting to ensure success for this and future negotiations
    • how to handle negotiations that take place over two or more meetings and avoid the common errors
    • how to lead a negotiation team before, during and after the negotiation
    • how to prevent, recognise and handle a range of buyer’s ploys.


Negotiation Skill Training – Outline

Negotiation Factors
What is negotiation?
Alternatives to negotiation
Recognising when the other person is moving into negotiation
The difference between persuasion and negotiation
Ensuring ‘win-win’ outcomes
Internal and external negotiations

Profiling And Preparation
Profiling the account
Profiling the other negotiator(s)
Defining the aims/parameters
Setting the scene
Preparing for ‘trading’

Opening The Negotiation
Creating the right atmosphere
Agreeing the agenda/time
Preventing later ploys
Obtaining full information about requests

Reaching Agreement
Handling requests
Trading concessions
Avoiding pitfalls
Concluding the meeting
Tests to check the quality of the agreement

Post-Meeting Review
How to ensure we get the most from the meeting
Enforcing the agreement
Reinforcing benefits
Personal skill review
Preparing for future negotiations

Multi-Meeting Negotiations
Aims of the first meeting
Structure of the first meeting
Test-trading techniques
Aims of subsequent meetings
Structure of subsequent meetings
How to minimise risks from protracted timescales

Team Negotiations
Preparations and briefing
The roles in the negotiation
Passing control
Avoid common errors

Buyers Ploys
A review of over 18 ploys
How to prevent ploys
How to handle ploys and maintain the relationship