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Strategic Sales Negotiations

Discover how to influence them and improve your profits! Regain the seller’s advantage over today’s more sophisticated purchaser with the help of this strategic sales negotiation training. Learn the tools, techniques and savvy sales negotiation tactics that enable you to influence your buyer’s perception of cost, value and benefits. Close the sale by maintaining a flexible position that successfully counters your buyer’s negotiating moves.

Seminar Number: 05535

5
(113 reviews)
  • In-Person
  • Live Online
  • At Your Company Location

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About This Course

The worst time to figure out your negotiation strategy is when you're already in the room. This course helps you prepare before the pressure hits. You'll learn to protect value without damaging relationships, handle concessions deliberately and navigate tough moments without giving away too much. It's sales negotiation training built for real deals, not classroom exercises. You'll also walk away with advanced tactics for enterprise sales negotiation, so you can manage complex client conversations with more confidence and control.

Read the FAQs

Who Should Attend

Sales professionals, sales managers, account executives, contract negotiators and anyone involved in negotiation processes and would benefit from this sales negotiation training.

Note: Several years of sales experience is recommended.

  •   In-Person2 Day(s)
    1.2 CEU, 12 PMU
  •   Live Online2 Day(s)
    1.2 CEU, 12 PMU
 
 

Discover how to influence them and improve your profits! Regain the seller’s advantage over today’s more sophisticated purchaser with the help of this strategic sales negotiation training. Learn the tools, techniques and savvy sales negotiation tactics that enable you to influence your buyer’s perception of cost, value and benefits. Close the sale by maintaining a flexible position that successfully counters your buyer’s negotiating moves.

  • Discover through sales negotiation training how to improve sales margins and closing ratios
  • Influence how customers view your product’s costs, benefits and value to them
  • Anticipate buyer behavior and turn it into an advantage
  • Establish your credibility with the buyer
  • Develop confidence-building skills that maintain your control of sales negotiations
  • Be ready to justify your price when meeting price specifications
  • Use creative advantages to counter competitive offers
  • Understanding the sales negotiation process from both perspectives—yours and the customer's
  • Differentiating between selling and negotiating
  • Using powerful sales negotiating/planning tools
  • Addressing aggressive buyer demands face-to-face
  • Developing stronger client relationships through win-win negotiations
  • Applying strategies to favorably influence the four primary negotiating styles
  • Creating a motivational climate for your buyer

Role of the Professional Salesperson

  • Understand the Difference Between Manipulative Selling and Consultative Selling
  • Be Aware of Key Sales Responsibilities of Professional Salespeople

Role of the Buyer Defined

  • View the Sales Negotiation Process More Objectively from the Customer’s Viewpoint
  • Understand the Concept of Selling Profitable Deals More Fully
  • Analyze the Financial Aspects of a Deal
  • Be More Aware of Your Perceptions of the Sales Negotiation Process
  • Build a Stronger Foundation for Selling to a Sophisticated Buyer
  • Become Familiar with Common Ploys and Countermeasures Used in Sales Negotiations

Role of the Professional Salesperson Redefined

  • Understand a Typical Buyer’s Motivation in Most Situations
  • Differentiate Yourself from Your Competition
  • Become More Aware of the Consultative Sales Process
  • Understand the Difference Between Selling and Negotiating
  • Understand the Importance of Selling First, Negotiating Last
  • Handle Premature Negotiation Pressure from the Buyer
  • Know When and When Not to Negotiate

The Sales Negotiation Process

  • Identify Elements of an Offering
  • Identify Negotiating Chips
  • Assess and Define Negotiating Authority
  • Create Value, Which Offsets the Need to Make Concessions
  • Understand the Value of Maneuvering Room, Concession Planning, and Planning

Using Powerful Sales Negotiation Planning Tools

  • Understand the Process of Establishing Settlement Ranges in Advance
  • Understand the Concept of Planning for Concessions
  • Become Familiar with the Sales Negotiation Planning Instrument
  • Become Familiar with a Format for Providing Feedback on the Sales Negotiation Process

A Sales Negotiation Exercise

  • Develop Settlement Ranges
  • Identify Negotiation Chips
  • Plan Concessions
  • Complete the Sales Negotiation Planner
  • Recognize the Importance of Planning
  • Evaluate the Sales Negotiation Process More Fully

Win-Win Sales Negotiations

  • Determine If a Sales Negotiation Was a Winner for Both Sides
  • Avoid Many Critical Mistakes in Sales Negotiations
  • Understand the Importance of Following Through After the Negotiation Is Completed
  • Understand Your Own Effectiveness in Sales Negotiations
  • Develop a Plan to Improve Your Sales Negotiation Effectiveness

Power and Position in Sales Negotiations

  • Evaluate Relative Strategic Positions of the Parties to a Sales Negotiation
  • Understand Fundamental Strategies for Various Power Positions
  • Become Aware of Different Sources of Real and Perceived Power

Increasing Your Personal Power in Sales Negotiations

  • Identify the Four Primary Negotiating Styles
  • Understand the Primary Goals and Fears That Motivate Each of the Four Styles
  • Apply Basic Strategies to Favorably Influence Each of the Four Styles
  • Be More Effective in Persuading Buyers Who Are Different from You

Case Study: Negotiating a Mutually Profitable Win-Win Sale

  • Develop a Greater Appreciation for the Importance of Internal Negotiations
  • Gain Additional Experience in Developing Settlement Ranges
  • Gain Additional Experience in Identifying Negotiating Chips
  • Gain Additional Experience in Planning Concessions
  • Gain Additional Experience in Completing the Sales Negotiation Planner
  • Become More Effective in Sales Negotiation Planning
  • Influence Buyer Behavior More Purposefully
  • Evaluate Your Personal Performance More Fully

Tips for Achieving Success as a Sales Negotiator

  • Become More Aware of Key Elements That Lead to Success in Sales Negotiations

Using Powerful Sales Negotiation Planning Tools

  • Understand the Process of Establishing Settlement Ranges in Advance

Download Extended Seminar Outline PDF

View a Sample of Our Reviews

5

113 reviews

 
Very good training, relevant material, and knowledgeable instructor.
5
Brian C.
 
Account Manager
 
Industry: Manufacturing
this course was an outstanding refresher to skills I wanted to enhance. The course material, role playing scenarios, and open group dialogue helped me sharpen my negotiation abilities.
5
Dennis B.
 
VP of Sales
 
Industry: Agriculture
The course included several role play scenarios for negotiating business terms that were quite detailed and in an industry that I am not familiar with. It was a very good exercise and I came away with some excellent new techniques for negotiating. These techniques are universal and can be used for negotiating any type of product or service.
5
Lori G.
 
Director Field Operations
 
Industry: Business Services
I enjoyed this class! There was a large amount of diversity which allowed for myself to learn from others in different industry's. The teacher was highly knowledgeable of the material and helped give myself some new sales insights and strategies.
5
Jeffrey A.
 
Territory Sales Manager
 
Industry: Manufacturing
Anyone in sales should take this class. Very helpful information was provided that can be applied immediately.
5
Caroline S.
 
Account Manager
 
Industry: Business Services

This course is valid for 12 PMUs.

 

American Management Association is accredited by the International Accreditors for Continuing Education and Training (IACET) and is accredited to issue the IACET CEU.

In-Person Schedule

2 Sessions Available

Live Online Schedule

3 Sessions Available

  • $2,645.00 Non Members
  • $2,395.00 AMA Members
  • $2,345.00 GSA
Date Duration State City Zip
  2026-07-30 2026-07-31 Jul 30, 2026 - Jul 31, 2026 2 Days NY New York 10019 New York Register Now

  2026-10-15 2026-10-16 Oct 15, 2026 - Oct 16, 2026 2 Days CA San Francisco 94103 San Francisco Register Now

Frequently Asked Questions

What is strategic sales negotiation?

Strategic sales negotiation focuses on reaching mutually beneficial agreements while protecting the long-term value of the deal. Instead of simply negotiating price, sales professionals learn how to understand customer priorities, establish credibility with buyers, position value effectively and navigate complex decision-making processes.

What skills are taught in sales negotiation training?

This sales negotiation training program helps professionals strengthen skills such as value-based negotiation, managing objections, preparing negotiation strategies and maintaining strong client relationships during the negotiation process. Participants also learn techniques for negotiating complex deals and achieving better outcomes.

Who should attend sales negotiation training like this course?

This program is designed for sales professionals, sales managers, account executives and contract negotiators who regularly participate in sales negotiations. It is especially valuable for professionals seeking advanced sales negotiation training to strengthen their approach to complex or high-value deals. Several years of sales experience is recommended.

How does enterprise sales negotiation differ from traditional sales negotiations?

Enterprise sales negotiation often involves multiple stakeholders, longer sales cycles and more complex agreements. Sales professionals must balance pricing, contract terms and long-term client relationships. Strategic negotiation training helps professionals prepare for these complex conversations and manage competing priorities during negotiations.

How can negotiation coaching for sales improve closing rates?

Effective negotiation coaching for sales helps professionals better understand buyer motivations, prepare negotiation strategies and respond confidently during discussions. These skills allow sales professionals to maintain deal momentum while protecting value and strengthening long-term client relationships.

What makes this program different from other advanced sales negotiation courses?

Many advanced sales negotiation courses focus primarily on negotiation tactics. This program emphasizes strategic preparation, relationship management and value-based negotiation, so sales professionals can approach complex negotiations with a clear plan and stronger confidence.
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