WIN | Sales Skills & Winning More Business
Negotiation Skills Training
Win more profitable business through confident, structured negotiation that protects value and strengthens customer relationships.
Winning a sale is important. Winning it at the right price, with the right terms and a satisfied customer, is even better.
Sure Train's Negotiation Skills Training develops the practical techniques and confidence salespeople need to prepare effectively, negotiate professionally and reach commercially sound agreements.
From understanding negotiation power and planning concessions to constructing proposals and managing difficult conversations, this interactive programme helps your team negotiate with greater skill and less reliance on discounting.
A successful sale should also be a profitable sale.
Unnecessary discounting can reduce profitability even when sales volumes are healthy. Salespeople may concede too quickly because they lack confidence, have not prepared properly or struggle to demonstrate value. Effective negotiation helps understand what matters to both parties and explore agreements that protect commercial value.
Margin Protection
Reduce unnecessary discounting and protect profitability.
Confidence
Approach difficult commercial conversations with greater assurance.
Value
Keep the discussion focused on customer benefits rather than price alone.
Relationships
Create positive agreements that support long-term customer loyalty.
Practical skills for more profitable negotiations.
Negotiation is a practical skill that improves with the right techniques and structured practice. This programme focuses on the core competencies required to reach commercially sound agreements while maintaining customer relationships.
Identify and leverage negotiation power effectively.
Prepare for complex discussions using a structured planning process.
Define clear objectives, walk-away points and tradable variables.
Construct and present proposals that focus on value over price.
Manage difficult tactics and pressure without conceding margin.
What's covered in Negotiation Skills Training?
Module 1: Introduction to Negotiating
We start by defining what effective negotiation actually looks like in a commercial context. This introductory module establishes the foundation for professional bargaining and identifies the difference between selling and negotiating.
- Understanding negotiation power and how to use it.
- The WIN/WIN principle in commercial agreements.
- Essential negotiation behaviours and mindsets.
- Identifying negotiable variables beyond price.
Module 2: Preparation for Business Negotiation
Most negotiations are won or lost before the conversation even begins. This module focuses on the vital preparation required to protect margins and enter discussions with a clear strategy and maximum confidence.
- Setting objectives and walk-away points.
- Planning concessions and trading sequences.
- Understanding the other party's needs and pressures.
- Preparing for difficult commercial challenges.
Module 3: Negotiation Bargaining: How Not to Give It Away
The core principle of this module is simple: Trade, don't concede. We develop the practical skills to manage the bargaining phase, explore options and reach agreements that support both profitability and customer loyalty.
- Opening the negotiation and proposal construction.
- Techniques for effective trading and exchanges.
- Johari's Window and the WIN/WIN principle.
- Managing conflict and reaching a final agreement.
OPTIONAL SECOND DAY
Turn Theory to Practice
The core programme is delivered as a one-day interactive workshop, with an optional second day devoted to practical negotiation exercises, coaching and feedback.
Stop giving value away
01
PREPARE
Understand your objectives, priorities and negotiable variables.
02
UNDERSTAND
Explore the other party's needs, concerns and priorities.
03
PROPOSE
Present a commercially sound offer and explain its value.
04
TRADE
Negotiate considered exchanges that support a positive agreement.
Negotiation is about managing the complete commercial agreement, not simply responding to price-cut requests. This is a simple page-level summary, not a proprietary four-step model.
20+ Years Experience
12,000+ Trained
ISM Endorsed Partner
Ethical Approach
WORKSHOP-BASED LEARNING
Win better deals, not just more deals.
Whether your team needs to protect margins, negotiate with greater confidence or reduce unnecessary discounting, let's discuss how Negotiation Skills Training could help.
0800 840 1501 | hello@suretrain.co.uk