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UK-based. Working with sales teams across Europe.
The Sales House

Negotiation

Prepare confidently, trade concessions for value and reach commercial agreements that protect margin.

You own the number, but not every part of the buying decision. Research competes with meetings, discovery can stay on the surface, and a promising demo can still end in silence. We understand the pressure to create pipeline, earn trust and keep a complex opportunity moving without pushing the buyer. The AE Lab gives you space to sharpen the conversations and judgement behind the result.

Enquire About This Lab Explore the course
Two sellers role-playing a customer conversation while a colleague observes
The Sales House
Explore. Practise. Perform.

Duration

1 day · 9:30am–5pm

Group size

8–10 delegates

Format

Online or face to face

Price — Face to face

From £1,750

+ VAT

Price — Online

From £1,400

+ VAT

where understanding becomes useful —

Why this course matters

A strong negotiation starts before the conversation turns to price.

What you’ll explore in the Lab

Negotiation puts margin, value and commercial relationships under pressure, particularly when price objections and tough procurement tactics dominate the conversation. This one-day course helps account executives, key account managers, sales leaders approving discounts and anyone negotiating commercial agreements prepare a clear position, establish their walk-away point and understand the other side’s priorities.

Through interactive practice, delegates learn to trade rather than concede, respond confidently to price pressure and work towards agreements that serve their commercial objectives. The focus is on disciplined preparation and practical negotiation skills that help sellers protect value without losing sight of the agreement they need to reach.

a real challenge. a purposeful response.

The challenges this addresses

  • Commercial concessions made without securing a clear exchange
  • Negotiation boundaries and alternatives left unprepared before buyer discussions
  • Procurement pressure prompting discounts beyond the seller’s agreed limits
  • Account managers entering renewal negotiations without understanding customer priorities

What this can change at work

Bring discipline to the moment commercial pressure rises. Sellers prepare their position, alternatives and boundaries, then practise trading rather than giving value away. Sales leaders can coach and approve concessions with a clearer view of the exchange involved. Across new agreements and existing accounts, that helps the business pursue commercially sound terms while keeping the other side’s priorities and the working relationship in view.

Boundaries prepared in advance

Before negotiations, sellers document their priorities, walk-away point and alternatives, alongside what they understand about the other side’s position.

Trades replace giveaways

When a buyer requests a concession, the seller considers what to ask for in return before agreeing a change.

Clearer discount approval conversations

Sales leaders review the proposed exchange and commercial boundaries with the seller before deciding whether a concession supports the agreement.

Explore. Practise. Perform.

Less theory. More application.

What participants will practise

Realistic sales scenarios, role-play and peer feedback around preparing your position and walk-away and understanding the other side's priorities. Where helpful, participants work on their own live (or anonymised) opportunities.

What they’ll take away

Take-away materials with the questions, frameworks and techniques covered, plus a short personal action plan for the next customer conversations where the skill matters.

How we help it stick

Reflection and action planning are built into the session. Reinforcement such as manager guides, follow-up labs or coaching depends on the programme you choose and is agreed with you.

How we make learning stick

Inside the workshop

Working in a small group of 8–10 delegates, the day moves from preparing a negotiation position to handling objections, trading concessions and closing agreements. Interactive breakouts, peer-to-peer learning and live negotiation practice give delegates opportunities to test their approach and respond to procurement tactics. Delegates leave with a negotiation plan and practical approaches to managing price pressure and protecting margin.

Make Negotiation relevant to your business

Tell us where you want to make progress with preparing your position and walk-away. We can discuss suitable workplace examples, priorities and access needs before agreeing the scope. Choose live online or face-to-face training for your UK or European team, with delivery arrangements agreed before booking.

Discuss a customised version

What the training covers

The scope below sets out the subjects covered. Workplace examples and practice are shaped around your team within the booked format.

  • Preparing your position and walk-away
  • Understanding the other side's priorities
  • Trading, not conceding
  • Handling price objections
  • Dealing with procurement tactics
  • Negotiation practice in breakout groups

What’s included in your booking

Your booked time and format
1 day · Live online or face to face, agreed before booking · 8–10 delegates.
Included in every course
  • Interactive, facilitator-led learningLive, hands-on sessions built around practice and participation.
  • Group discussionsShared conversations about real situations, so people learn from each other as well as the facilitator.
  • Breakout exercisesSmall-group practice, role-play and problem-solving, online or in the room.
  • Take-away materialsCourse materials, tools and templates to use back at work.
Facilitated learning and practical application
The subject coverage, exercises and facilitator feedback described above, with space to connect the learning to relevant workplace situations. The workshop description sets out the specific plans, prompts or tools developed in this course.

Follow-up coaching, refresher sessions and additional delivery days are not automatic inclusions; any additions are agreed in your proposal. Travel, venue arrangements and any software licences are confirmed separately where relevant. Prices exclude VAT.

Outcomes

The capabilities delegates work towards through the training and practice:

  • Prepare a negotiation plan
  • Trade concessions for value
  • Respond confidently to price pressure
  • Close agreements that protect margin

the next conversation is where it counts —

Take it back to work.

Choose a real situation where you want to apply the learning. Use it to turn an outcome into a manageable first step, then reflect on what changes.

Choose

Start with one priority: Prepare a negotiation plan.

Apply

Try the approach in a relevant task or conversation. Note what felt useful and what you would adapt.

Review

Reflect on what happened, seek feedback where appropriate and choose your next step. Follow-up support can be discussed separately.

Bring this topic to your next event

We can discuss adapting Negotiation into a keynote or large-group session, focusing on the themes most relevant to your audience. Depth, activities, timings and any follow-up depend on the format and package you choose; an event session is not a substitute for the full course.

Explore Speaking & Events

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Outcomes — you'll be able to

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your sales team. your priorities. your programme. —

Build your own sales programme.

Combine courses, focus on your skills gaps and shape the learning around your sales cycle. Standard workshops run with 8–10 delegates; BDR and MEDDPICC sessions have a maximum of eight; Sales Leadership workshops run with 6–8. Smaller bespoke cohorts can be discussed, with pricing agreed for your programme.

Your people. Your priorities.Ready to sell better? Build your programme.A programme shaped around your people — and the progress you want to make.

Where better selling begins.

Your team doesn’t need more slides. They need skills that stick.

Know you need help? Book a relaxed, no-obligation 30-minute call. We’ll talk through your team and challenge, and you’ll leave with an honest view of the options — no brief or programme needed.

Book a Discovery Call Enquire about this course