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Commercial negotiation


Commercial negotiation

B2B high stakes negotiation training


Quotes from participants

“The way the training is laid out is very enjoyable. I have never been to a training programme that is so interactive. I would 100% recommend it to anyone who hasn’t taken part. The trainer (Anderson) shows great passion.”


Course outline

In B2B selling, where high levels of money are involved, negotiations flourish. Many sales personnel find themselves negotiating high value deals, often with insufficient knowledge and competence.

Negotiation strategy is an extensive topic with many dimensions. This programme trains participants how to negotiate so that sales people feel properly equipped to lead negotiations in their organisation.

It covers the negotiation process, negotiation tactics, commercial analysis, power, different negotiating techniques, procurement strategies and communication skills relevant to negotiation.

The programme is based on a very wide range of up to date practitioner inputs to ensure relevance, practicality and impact on your bottom line.



All client facing staff, where high value negotiations take place.


Learning objectives

  • Analyse commercial interests at play.
  • Understand your customer’s decision making unit.
  • Map out a negotiation strategy.
  • Prepare thoroughly for each stage of the negotiation.
  • Take into account the procurement strategy behind client negotiations.
  • Be aware of and deploy 20 negotiating tactics.
  • Be able to adapt your style according to your negotiating partner.
  • Co-ordinate internal staff to support the chosen negotiation strategy.


Course format

4 x 1 days over 4 months with specified on-the-job learning projects and selected texts to support the learning programme.

Delivered in-company.



  • Deep understanding of the tools / processes / approaches available for negotiation.
  • Appreciation of how procurement approach and lead supplier negotiations.
  • Ability to lead negotiations effectively.
  • Ability to defend margins and company interests.
  • Greater profits through less “gratuitous” discounts.
  • More confidence in a wide range of commercial negotiation settings.

“37% of buyers said it was acceptable to lie during negotiations, compared to 15% of sales people.”
Dirty Tricks in Negotiation

Quotes from Participants

“In the fast past world of sales our customers are becoming ever more sophisticated when it comes to making their purchasing decisions. As a traditional sales organisation we are facing more procurement experts as many of our customers are developing their purchasing polices which make it hard for us to progress and gain that sales advantage. Understanding where Trend sits within the procurement process and how we then use this information to engage and develop business has helped our sales force recognise where we sit in the client and sales relationship.

Before the course we had limited understanding of how professional purchasing was shaping the way business was conducted and now we have more skills to recognise how to handle the customers’ demands to the best outcome for the business whilst maintaining the client relationship to the best possible outcome.”

Find out more…


Sept 2013

The good the bad and the ugly

Dirty tricks in buying and selling – are all buyers liars? Our survey results reveal the truth.



Client Case Study

Trend Case History

Supply chain negotiation programme

Read More

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The Selling Interactions Difference: Our programmes are based upon our extensive research into sales best practice. Currently, our database holds details of over 1000 research cases. At the same time, 100% of our focus is on creating pragmatic, actionable training that sales people find invaluable in securing their targets. With a twin focus on attitude/ behaviour and strategy/process, Selling Interactions programmes equip participants with the best chances of sustainable success.