Sales Negotiation Skills Training

Today’s customers are more sophisticated and knowledgeable than ever. In order to reach successful outcomes with buyers, sales professionals must now be master negotiators. Sales professionals must first establish and prove the value of the solution, and then use that proven value to achieve a win-win outcome, whether it’s negotiating with a buyer’s purchasing department, managing a last minute concession, or preventing a discount.

Value-Driven Negotiating is a highly engaging workshop that equips sales professionals to successfully find and prove the value of the solution and resolve difficult negotiating challenges in a collaborative manner.

How Your Sales Team Will Benefit

  • Quantify and prove the value of their solution
  • How to strategically plan a negotiation
  • Identify shared interests with the customer
  • Use questioning strategies to reveal positions and interests
  • How to value tradable issues
  • Define negotiating parameters and sequencing offers
  • Counter manipulative negotiating tactics
  • Build stronger relationships through collaborative negotiating

Delivery Options

Program Materials

  • Participant Workbook
  • Negotiating Tools & Planners
  • Job Aides


SRG understands that each sales organization is unique, with its own culture, processes and set of abilities and challenges. Training programs include pre-training consultation and are personalized for your organization with customized case studies, examples and exercises to better address your unique sales challenges and make the training more relevant to program participants.


If you have a large sales organization, an internal training department or are rapidly growing, the Comprehensive Selling Skills program can be licensed and delivered using your own facilitators. Under our flexible, cost-effective license terms, you can customize, repurpose and deliver the curriculum whenever and as often as you like. Sales Readiness Group also supports your internal trainers with a Train-the-Trainer certification program on how to deliver the Value-Driven Negotiating program, including how to facilitate the program virtually.

Curriculum Overview

Sales Negotiation Skills

Discover and Prove Customer Value

  • Discover the tangible and intangible value the solution provides
  • Quantify and prove the value of the solution so that the customer will focus on value, not price
  • Expand your influence in an account
  • Search for customer value-selling opportunities
  • Quantify customer value with QPA formula

Collaborative Negotiating Model

  • Describe the negotiation process and how it aligns to the sales process
  • Identify negotiating styles and use the appropriate negotiating tactics
  • Develop a plan to have a successful collaborative negotiation
  • Build stronger relationships with collaborative negotiating
  • Analyze a negotiating situation and plan to set the stage for a collaborative negotiating strategy
  • Develop lead-in statements to set the stage for a collaborative interaction

Positions, Interests, Issues, and Fair Trading

  • Define negotiable issues
  • Identify interests behind positions to improve negotiation power
  • Practice questioning strategies to help discover interests that have the highest priority
  • Identify shared interests to keep the negotiation collaborative
  • Quantify tradable issues to allow fair trading, not concessions

Tactics and Presenting Offers

  • Identify both collaborative and manipulative tactics
  • Manage manipulative tactics and procurement actions
  • Set upper and lower offer parameters and appropriate sequencing
  • Strategically plan a negotiation
  • Build a negotiating plan
  • Develop a sequenced offer of tradeable options
  • Use questioning to get customers feedback
  • Build, practice and revise a negotiation plan

SRG Can Help you Develop the Negotiating Skills of Your Team

Call us at 1-800-490-0715 or fill out the Contact Us form to learn how SRG can help you develop the negotiating skills of your team.