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Negotiation Skills - a Course for Buyers and Sales People

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29. Negotiation Skills - a Course for Buyers and Sales People ( 2 days )


Sales people and buyers charged with the responsibility for Negotiating not just the price of products and services but the other "trade off" variables which can make or break a sale, and the short and long term profit margins and volumes that should result.


  • To provide an appreciation of why Negotiation is the second most important skill for salesmen or buyers to acquire next to being able to sell or buy.
  • To give participants a simple but effective Negotiation planning process to follow for everyday Negotiation situations.
  • To equip delegates with the inter-personal skills and confidence to Negotiate so they may anticipate, read and react to their opposite numbers' intentions and motives, and counter them for their own benefit.
  • To enable skills practice in Negotiation as seller, buyer and observer in at least 3 increasingly complex Negotiation case study situations, so that individual strengths and weaknesses of participants may be fed back and coached upon.


The course is completely interactive with between three and four Negotiation case studies being utilised by groups of between 3 and 6 participants in the role of seller, buyer and observer. Both individual and team Negotiation skills will be practised. Discussion groups, Negotiation principle lectures and individual coaching will be utilised. Pre-course reading on some of the inter-personal skills and processes of Negotiation will be required so that course time is utilised effectively in practising rather than just learning. Delegates should also prepare some examples of winning and failing Negotiation situations they have faced in the past, and how they have learned from them.


  • Negotiation defined.
  • Negotiation as a communication forum.
  • Where Negotiation as a skill can be useful - 4 uses.
  • Examples of delegates' own winning and failing Negotiation case studies.
  • The 8-stage cycle for successful Negotiation.
  • The fundamentals of Negotiation.
  • The LIM principle.
  • "Know thyself know thy opponent" - and anticipate.
  • Identifying your own and your opponent's Trading Variables and their relative value.
  • Getting the other person's "shopping list".
  • Offering and Negotiating for the whole package.
  • Trading Concessions.
  • How and when to introduce price.
  • Aiming high while creating "win win" situations.
  • Short or long term gains? - "one off or repeat" sales?
  • Identifying and using the point of balance for both parties.
  • Volume v. Margin v. lost sales v. "piggy back" sales.
  • Gaining a solid commitment and agreement to act.
  • Using the principles of Negotiation in practice.
  • Between 3 and 4 Negotiation case studies will be utilised for delegates to practise their skills.
  • How to create rapport bridges.
  • "Dos" and "donts" of Negotiation.
  • Understanding and using 10 key interpersonal and influencing skills to your advantage. To include:-
    • Questioning
    • Active listening
    • Consultation
    • Counselling
    • Empathy
    • Self-disclosure
    • Being vulnerable
    • Moral levers.
  • Reading and dealing with positive and negative verbal and physical body language responses.


Selling and buying Negotiation can make or lose more money for an organisation than practically any other process, all things being equal, and yet Negotiation is not recognised by many as a key skill for these positions. Negotiation is a specialist process that requires the practising of additional skills by a sales person or buyer. This course equips participants, in a simple but effective way, with the skills checklists necessary to be more confident Negotiators, able to create "win win" situations for all concerned.

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