Marketing & Communication

Negotiation Skills for Sales Professionals

Sales negotiations often decide whether a deal is profitable. This course teaches salespeople to negotiate confidently: preparation, understanding buyer tactics, protecting price, trading concessions, negotiating with procurement departments, multi-issue deals and closing agreements that both sides honour.

5 days Classroom or live online English

Smart Horizon Certified - Global Leadership Consultants

Take the course details with you.

Download the full standard outline: why attend, methodology, objectives, audience, competencies, the daily outline and current plans.

Download course PDF

Why attend

From knowledge to real-world impact.

Many salespeople give away margin too easily. You will learn to hold value while keeping customers happy.

Workplace challenges

Professional Problems This Course Is Designed to Solve

The programme explores practical approaches to the following challenges. Results depend on how the learning is applied in your organisation.

Difficulty translating subject knowledge into practical workplace decisions.
Inconsistent approaches to the activities covered in the course outline.
Lack of a structured plan for applying and reviewing new skills.

Course methodology

How you will learn.

Sales negotiation simulations, procurement tactic role plays, debriefs and preparation templates.

Course objectives

What you'll take away.

By the end of this course, participants will be able to:

Prepare sales negotiations thoroughly
Recognise and respond to buyer tactics
Defend price and value
Trade concessions strategically
Negotiate with professional procurement teams
Close and document agreements

Target audience

Who should attend.

This course is suitable for:

Sales representatives and managers
Key account managers
Business development staff
Commercial managers
Customer-facing consultants

Target competencies

Capabilities you will build.

Participants will develop competencies in:

Negotiation preparation
Value defence
Concession trading
Tactic handling
Closing

Course outline

Your learning journey.

A focused, practical outline with time to explore, apply and reflect.

Day 1Sales Negotiation

09:00–10:08Selling versus negotiating
10:08–11:00Negotiation styles
11:00–11:30Coffee break
11:30–11:45Negotiation styles (continued)
11:45–12:53Self-assessment
12:53–14:00Exercise

Day 2Preparation

09:00–10:08Objectives and limits
10:08–11:00Concession planning
11:00–11:30Coffee break
11:30–11:45Concession planning (continued)
11:45–12:53Buyer analysis
12:53–14:00Workshop

Day 3Buyer Tactics

09:00–10:08Common procurement tactics
10:08–11:00Responses
11:00–11:30Coffee break
11:30–11:45Responses (continued)
11:45–12:53Holding value
12:53–14:00Role plays

Day 4Trading

09:00–10:08Trading concessions
10:08–11:00Packaging
11:00–11:30Coffee break
11:30–11:45Packaging (continued)
11:45–12:53Multi-issue deals
12:53–14:00Simulation

Day 5Closing

09:00–10:08Closing techniques
10:08–11:00Documenting agreements
11:00–11:30Coffee break
11:30–11:45Documenting agreements (continued)
11:45–12:53After the deal
12:53–14:00Final simulation

The timings provided are estimates and may vary depending on the number of participants and the discussions taking place during the sessions. They are indicative only and do not constitute a binding commitment.

Dates & venues

Find a session that works for you.

Confirmed dates accept registration requests. Tentative dates are enquiry only.

Good to know

A few things to know.

How is the course delivered?

Our classroom programmes combine facilitated discussion, case studies, exercises and reflection. The precise format will be confirmed before enrolment.

Can you deliver this programme for our team?

Yes, you can enquire about a tailored programme. Share your goals, group size and preferred dates with our learning team.

Will I receive a certificate?

Participants who complete the programme receive a Smart Horizon UK certificate of attendance. Smart Horizon UK programmes are not externally accredited and do not award a professional qualification, licence or designation. Where a course title or outline refers to a professional certification (for example, AACE International's Certified Cost Professional), the programme supports learning and preparation only; the credential itself is awarded solely by the relevant professional body under its own application and examination requirements.

What should I confirm before booking travel?

Please confirm the session, exact venue, accessibility arrangements, fees and any visa requirements with the team before arranging travel. Tentative dates are not confirmed sessions.

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