Strategic Sales Negotiation
How You Will Benefit

  • Discover through sales negotiation training how to improve sales margins and closing ratios
  • Influence how customers view your product’s costs, benefits and value to them
  • Anticipate buyer behavior and turn it into an advantage
  • Establish your credibility with the buyer
  • Develop confidence-building skills that maintain your control of sales negotiations
  • Be ready to justify your price when meeting price specifications
  • Use creative advantages to counter competitive offers

What You Will Cover

  • Understanding the sales negotiation process from both perspectives—yours and the customer’s
  • Differentiating between selling and negotiating
  • Using powerful sales negotiating/planning tools
  • Addressing aggressive buyer demands face-to-face
  • Developing stronger client relationships through win-win negotiations
  • Applying strategies to favorably influence the four primary negotiating styles
  • Creating a motivational climate for your buyer

  Learning Objectives 

  • Improve Sales Margins and Closing Ratios
  • Influence How Customers View Your Product’s Costs, Benefits and Value
  • Anticipate Buyer Behavior and Turn It into an Advantage
  • Establish Your Credibility with the Buyer
  • Develop Confidence-Building Skills That Maintain Your Control of Negotiations

  Course Content Role of the Professional Salesperson

  • Understand the Difference between Manipulative Selling and Consultative Selling
  • Be Aware of Key Sales Responsibilities of Professional Salespeople

Role of the Buyer Defined

  • View the Sales Negotiation Process More Objectively from the Customer’s Viewpoint
  • Understand the Concept of Selling Profitable Deals More Fully
  • Have a Better Understanding of Their Ability to Analyze the Financial
  • Aspects of a Deal
  • Be More Aware of Their Perceptions of the Sales Negotiation Process
  • Have a Stronger Foundation for Selling to a Sophisticated Buyer
  • Be Familiar with Common Ploys and Countermeasures Used in Sales
  • Negotiations

Role of the Professional Salesperson Redefined

  • Have a Greater Understanding of a Typical Buyer’s Motivation in Most Situations
  • Be More Capable of Differentiating Themselves from Their Competition
  • Be More Aware of the Consultative Sales Processes
  • Understand the Difference between Selling and Negotiating
  • Understand the Importance of Selling First, Negotiating Last
  • Be Able to Handle Premature Negotiation Pressure from the Buyer
  • Know When and When Not to Negotiate

 The Sales Negotiation Process

  • Have Experience in Identifying Elements of an Offering
  • Understand How to Identify Negotiating Chips
  • Be Able to Assess and Define Their Negotiating Authority
  • Understand How to Create Value Which Offsets the Need to Make Concessions
  • Understand the Value of Maneuvering Room, Concession Planning, and Planning

Using Powerful Sales Negotiation Planning Tools

  • Understand the Process of Establishing Settlement Ranges in Advance
  • Understand the Concept of Planning for Concessions
  • Be Familiar with the Sales Negotiation Planning Instrument
  • Be Familiar with a Format for Providing Feedback on the Sales Negotiation Process

A Sales Negotiation Exercise

  • Have Practical Experience in Developing Settlement Ranges
  • Have Practical Experience in Identifying Negotiating Chips
  • Have Practical Experience in Planning Concessions
  • Have Practical Experience in Completing the Sales Negotiation Planner
  • Recognize the Importance of Planning
  • Be Able to Evaluate the Sales Negotiation Process More Fully 

Win-Win Sales Negotiations

  • Be Able to Determine If a Sales Negotiation Was a Winner for Both Sides
  • Be Aware of Many Critical Mistakes to Avoid in Sales Negotiations
  • Understand the Importance of Following through after the Negotiation Is Completed
  • Have a Better Understanding of Their Own Effectiveness in Sales Negotiations
  • Understand How to Develop a Plan to Improve Their Sales Negotiation Effectiveness

Power and Position in Sales Negotiations

  • Know How to Evaluate Relative Strategic Positions of the Parties to a Sales Negotiation
  • Understand Fundamental Strategies for Various Power Positions
  • Be Aware of Different Sources of Real and Perceived Power

Increasing Your Personal Power in Sales Negotiations

  • Be Able to Identify the Four Primary Negotiating Styles
  • Understand the Primary Goals and Fears Which Motivate Each of the Four Styles
  • Be Able to Apply Basic Strategies to Favorably Influence Each of the Four Styles
  • Be More Effective in Persuading Buyers Who Are Different from Themselves

Case Study: Negotiating a Mutually Profitable Win-Win Sale  Tips for Achieving Success as a Sales Negotiator

  • Be More Aware of Key Elements Which Lead to Success in Sales Negotiations


Highly interactive and conducive learning environment with combination of lecture, motivation, facilitation, team engagement, work-shop exercises, role-plays and case studies.

Who Should Attend

Sales professionals, sales managers, account executives, contract negotiators and anyone involved in negotiation processes and would benefit from this sales negotiation training.  

Course Duration

This is a two-day workshop that is available for both in-house and public seminar training.