Objective: Help attendees improve margins by selling value-driven solutions, not price-driven solutions. Attendees will:

• Learn about the five stages of negotiation.
• Understand common negotiating tactics and how to counter them effectively.
• Realize negotiating power resides with both the buyer and the seller.
• Develop a negotiating mindset that removes the fear of losing business.
•  Reach win-win solutions focusing on value, not price. 
• Develop strategies to protect their margins. 

Course Synopsis

We present the how-tos of negotiating. We test, counter, and examine the methods and tactics used by professional buyers and sellers. Attendees gain a working, usable knowledge of financial approaches and cost justification techniques to counter price objections by selling value. Emphasis is placed on preparation. Attendees are coached before tailored live interactive calls, and their performances are individually discussed afterward. We present the concepts in an enjoyable manner to increase effectiveness via experiential learning techniques.

Negotiating Scenarios

Participants practice the concepts introduced by negotiating with an instructor using a scenario developed by Sales Concepts instructors and their management based on their products and services.

Topics Covered

Structure

• Six interactive online one-hour sessions.
• Two virtual negotiating calls with a Sales Concepts coach via Zoom (or platform of your choice) with instructor feedback.
• Wednesdays at 4:00 PM Eastern time / 1:00 PM Pacific time from February 2 to March 18, 2026.

Price

$1,990 per attendee