Commercial negotiation

Why and when do we negotiate, and what is negotiation all about? This course will provide participants with the answers to these and many other questions and allow them to improve their negotiation skills by taking part in carefully structured and observed negotiation role-play exercises.

Who should attend?

This course is designed for buyers and/or salespeople who wish to improve the way they negotiate and so close better deals.

Topics covered in the 2-day course

  • The place of negotiation in buying and selling goods/services
  • Introduction to the negotiation process
  • The negotiation excellence model
  • Negotiation styles
  • The importance of preparation and of having a ‘bottom line’
  • The mind of the buyer and/or salesperson explained
  • How to communicate your point of view effectively
  • Listening skills – understanding the other party’s point of view
  • Power and fairness in negotiations
  • Closing the deal – how and when to reach agreement
  • What to do if you cannot reach agreement – the importance of your BATNA
  • Common stumbling blocks

There will be fully observed role-play exercises.

Additional topics for the 3-day course

  • Game theory and its place in negotiation
  • More on negotiation styles
  • Breaking deadlock
  • Long-term agreements and partnerships
  • Dealing with monopolies and cartels
  • Aligning your internal customers
  • Handling difficult people

There will be fully observed role-play exercises plus a game simulation.

The 1-day course serves as an introduction to negotiation. The topics covered are similar to those for the 2-day course, but there will be only one role-play exercise.

Course structure

The course will be delivered as a mix of theory and fully observed negotiation role-play sessions – with plenty of individual feedback.

In addition there will be several group break-out sessions, which are used to explore certain topics.


At the end of the course participants will have:

  • A clear knowledge of how to negotiate successfully in order to meet their commercial targets.
  • Practised and refined their negotiation skills
  • A greater awareness of how to achieve agreements in which raw commercial needs are balanced against other considerations such as fit for purpose, quality, timeliness in delivery and the need to preserve a satisfactory ongoing buyer-seller relationship.