In-Company Negotiating Skills Training

Professional price negotiating
skills and techniques

Reduce discounting and significantly increase
your operating profit 

The perfect half-day master class for your next sales team meeting?

Half-day master class:  from £1,250.00 + vat
For booking conditions and two master classes on the same day, Click Here

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“Your in-company training has reduced the discounts given
away by our sales teams and increased our profit margins.
I love your training!”  
 
Maggie Kessler, Dep. Chair and MD,
Banner Chemicals and Surfachem
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This three-hour master class transforms the way your sales team negotiate, counter the price negotiating tactics of customers (especially buyers) and negotiate more profitable sales without risking the order.

Do your sales team give away too much, for fear of losing an order?

  • Do they give away price discounts without first testing if it is necessary?
  • Do they lose out to low priced competitors when they should negotiate a win?
  • Do they understand and apply the power of anchor points and trading?
  • Do they control never-ending customer demands or are they severely nibbled?

How this master class helps your team negotiate profitable orders

  • It demonstrates how to say NO to a discount demand, without risking the order
  • Counter a price reduction demand with value outcome justification
  • Overcome price comparisons to lower price competitors
  • Stop runaway demands and last minute attempts to steal concessions
  • Minimise the cost of what they give away by offering value in kind
  • Toughen your team’s negotiating skills without risking the customer relationship
  • Diffuse buyer threats; controls negative or challenging behavior
  • Strengthen the perceived value of your offer, justifiying a higher price
  • Differentiate, if what you sell is the same as your competitors
  • Increase the win percentage in price competitive sales situations

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“Great presenter, learned a lot of skills I didn’t think I could
use in negotiating.
I was fully engrossed the whole time.”

Jane Rushmor, Account Manager. Xeptor 
(The largest independent distributors of IT equipment in Europe)
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Operating profit increases significantly
With an operating profit of 12.5% percent, every 1% of discount to the standard
selling price reduces operating profit by 8%*. A 10% discount results in an 80%
loss of operating profit. Conversely, every 1% of discount you prevent adds 8%
to your profit. 
If you increase your selling price to compensate for discounting,
you can damage your competitiveness and risk losing customers.

This master class gives your sales team the strategies and skills to increase your
average price, easily achieving a 10% to 30% increase in your company’s operating
profit, sometimes more, and with immediate effect.

Case studies include a hotel chain that cut out nearly half of their room rate discounting
and how a hygiene company added 12% to their average selling price, both without losing
a single customer.

*Based on a report by McKinsey and Company. Example: Selling price £100.
Typical operating profit £12.50. A £10 discount cuts operating profit from £12.50
to £2.50. An 80% reduction. The thing is, you don’t need to give away your profit!

Buying behaviour is more challenging today
Today, price negotiation is an every-day part of business-to-business sales.
However, buyers are often better trained in negotiating strategies and tactics
than the sellers.
Buyers are also in a stronger bargaining position as an increasing
number of suppliers, many offering lower prices, compete for a share of the customer’s purse.

Negotiating a sale should be a sensible process of give and take, to achieve mutually
beneficial outcomes. The reality is often very different. Buyers make unreasonable
demands, lie, stonewall, threaten you with competitors’ prices and even attack your
integrity to achieve their objectives. And even after you agree a deal, some hit you
with an additional list of demands, before they agree to send you the order.

Discover how to manage customer demands, minimise discounting and how to deal
with unreasonable buyer behaviour.

Role play session
Role play is a popular part of the class, where your team members practice the key
skills in a simulated ‘real life’ negotiating situation, each taking the part of the seller
and the buyer. Everyone enjoys the challenge and the learning experience.

What to expect from this master class
Learn the strategies, tactics and language of professional price negotiating and how
to apply these skills without risking a sale. In fact, when your team use ‘outcome’ justification, they substantially increase their chance of winning with a higher price.

This master class has been developed from a negotiating skills course that I originally
taught over several years to professional buyers of UK manufacturing, engineering and defence companies. The strategies and tactics used by professional buyers are examined
and discussed during the master class.

The principles that underpin a successful negotiation:

  • How to prepare for a negotiation
  • How to control the Anchor Point – to protect your price
  • Who blinked first? How to keep the initiative in a negotiation
  • ‘I Win’ or ‘Win-Win’ approach. Get this wrong and both sides loose
  • A concession or a trade? How not to give away an arm and a leg

Preparation is everything!
The important things to check before you negotiate:

  • How to control the negotiating agenda and set out your expectations
  • Planing your Ideal, Realistic and Fallback positions
  • Planing what you are prepared to trade. Filling baskets with tradables

The most common buyer behaviors and how to manage them

  • Dealing with closed, negative and secretive behaviour
  • How you deal with anger, threats, resentment and non-cooperation

Techniques that underpin a successful negotiation:

  • The art of trading effectively – the language of negotiating
  • The importance of the word IF
  • Implication questioning. To uncover settlement positions
  • Question questions! An amazingly powerful technique
  • Turn around objections. It’s all about icebergs!
  • Close on a list of key actions, otherwise nothing is agreed

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“I have attended two of Mike’s seminars and was inspired by both. Fundamentally, he knows what he’s talking about and presents his
ideas and experience in a very straight forward and to the point manner.
I would recommend his training to both new and experienced
sales professionals.”
Mark Whittaker, Business Development Manager, Integral UK Limited,
the largest independent property maintenance company in the UK
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Over 26,000 businesses have benefited from my training,
50% have come back more than once!

I have taught over 420 sales teams. They include finance and banking, professional
and consulting services, engineering, manufacturing, business services, recruitment,
logistics and training. Many are national, international or regional leaders in their field…
a huge depth of selling experience that I shares with sales teams during my master classes.

Over 26,000 business people, responsible for sales, many from the top 1,000
UK companies, have already experienced my training in seminars at regional
Chambers of Commerce, the EEF and other leading training organisations over
the past nineteen years.

Attendees included sales staff, sales directors and account managers, CEOs,
directors and owners of smaller businesses, as well as consultants and professionals.

Costs:

Half-day master class:  £1,250.00 + VAT
One day master class:   £1,950.00 + VAT 

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Booking conditions:
The price is for up to twelve delegates per master class.  Add £10 +VAT for each
additional person attending. No maximum number of delegates, however interactivity
does reduce with larger numbers. The fee includes all travel expenses within England.
(Travel to other UK countries and abroad may incur additional costs).