Sales Negotiation Training

Improve your negotiating and influencing skills to boost sales

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Negotiation handshake

Sales Negotiation Course

Learn the art of effective sales negotiation.

A two-day advanced sales negotiation training course with lots of valuable tips, tools and techniques for effective negotiation and objection handling. Also available as a ‘bite-size’ virtual course via Zoom.

To enable participants to negotiate constructively with customers and to carry out a sales negotiation that creates a ‘win-win’ outcome for all parties.

The training builds on participants’ existing negotiation skills and gives them additional tools and techniques to take their skills to the next level. The course also develops the mindset of a successful negotiator.

See course overview

For experienced sales people who want to improve their negotiation skills and operate at a senior level in their client organisations.

This sales negotiation training is for businesses and individuals who want to learn to negotiate effectively and maintain a strong ongoing relationship with the other party.

Course objectives

By the end of the two-day course, delegates will have:

  • Learnt how negotiation fits into the sales/purchase process and how to handle the price objection effectively, to either remove the need to negotiate, or to create a more advantageous foundation from which to negotiate.
  • Understood different styles of negotiation and how they can negotiate constructively with colleagues, suppliers and customers.
  • Applied the principles of effective negotiation and the five stages within their practise negotiation conversations.
  • Clearly identified their objectives, entry and exit points and tradeables within a negotiation discussion that they may have with a customer.
  • Enhanced their communication and interpersonal skills to build and maintain rapport and achieve a win-win outcome through negotiation.
  • Practised tested negotiation strategies
  • Understood the principles of effective negotiation, including the five stages of negotiating.

Course methods

The course will be delivered in a highly engaging and interactive way, focused on the specific needs of the participants and the organisation.

  • The trainer will introduce the sales negotiations process and the underlying skills and techniques
  • There will be lots of individual and small group exercises to practise sales negotiation skills and techniques
  • Each participant will have the opportunity to practise at least two negotiations with another party

See course overview

Day One


  • Course objectives and outline for the day
  • Introductions

Negotiating and Selling

  • Negotiation as part of the sales process
  • Handling the price objection
  • What is negotiation?
  • Negotiation exercise

Golden rules of negotiating

  • Stages/process
  • Environment/pre-requisites

Planning sales negotiations – stage 1

  • Objectives – seller and buyer
  • Tradeables – seller and buyer
  • Entry and exit points
  • Negotiations planner
  • Introduction to case study

Communication skills refresher

  • Listening
  • Questioning
  • Body language

Negotiation discussions – stage 2

  • Testing assumptions
  • Identifying and exchanging information
  • Application and practise using case study
Day Two

Rapport and relationships

  • Co-operation activity
  • Rapport
  • Practise

Proposing – stage 3

  • Techniques and skills to advance the sales negotiation
  • Language
  • Application using case study

Behaviours, beliefs and emotions in sales negotiations

  • Constructive beliefs for negotiating
  • Managing our emotions

Assertive communication

  • Introduction to assertiveness
  • Assertive behaviour – words, voice & body language

Bargaining and settling – stages 4 and 5

  • Moving to definite proposals
  • Settling – reaching agreement and setting action plans
  • Applying to the case study

Negotiation strategy and tactics

  • Techniques that buyers use and how to respond
  • Tips, tactics and tools

Applying the learning and next steps

  • Review of learning and action planning
  • Course feedback

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Sales negotiation training - UK pricing

The pricing below is for delivering the negotiation skills course on a weekday, for the specified number of participants. Prices exclude travel expenses and optional workbook printing. We supply a free PDF for our client to print the training materials.

Two-day course…
  • 3-10 participants £2400 +VAT
Type of course: In-house or Virtual

The sales negotiation training is run at the business premises of our client, on an agreed date. Also available as virtual training via Zoom for remote working teams. The minimum number of course participants is 3, read why.

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What's included

Our prices already include some tailoring of the sales negotiation course to your business needs, as standard. For example, we will embed your own work-based scenarios into the training, at no additional cost. Alternatively, to discuss a fully bespoke course…

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Discount pricing

Some additional discounts are available for not-for-profit organisations, the NHS and Public Sector, as well as registered charities…

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Testimonials from previous attendees


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    Minimum No. of Course Participants is 3, read why