Win More Deals, at Higher Margins

With the Sales Negotiation Training Program

This course will teach your sales reps the negotiation skills needed to overcome objections and sell MORE at premium prices.

In this engaging and interactive 2-day course, your sales team will learn what’s at risk when they start making price concessions for buyers, and exactly how to hold their ground when they hear, “Your price is too high.” Participants will learn to leverage value-based decision making and prevent sales objections from prospects and customers before they ever surface.

Your sales professionals will walk away with the negotiation tactics to close deals that might otherwise be dead-locked, and dramatically improve your bottom line profits.

Who Is This Program Designed For?

Sales leaders and sales reps looking to master the negotiation strategies needed to outsell the competition—while maintaining healthy margins.

Program Benefits

Protect and Increase Your Margin

Protect and Increase Your Margin

Learn 6 easy negotiation tactics to hold firm against price-obsessed buyers

Outsell Lower-Priced Competitors

Outsell Lower-Priced Competitors

Turn a higher selling price into a profit-making opportunity

Capitalize on Your Competitive Advantage

Capitalize on Your Competitive Advantage

Identify competitors’ weaknesses and turn them into your team’s advantage

Avoid Price Objections Completely

Avoid Price Objections Completely

Identify value-driven buyers and overcome habits that invite price cutting

What’s included in the training program?

  • 2 days of practical, easy to implement strategies presented by one of our expert sales effectiveness trainers
  • Personal assessment and selling skills analysis to help reps recognize their own strengths and blind spots—and effectively communicate with different buying styles
  • The Sales Negotiation Training workbook
  • How to Sell at Margins Higher than Your Competitors, the best-selling book co-authored by the late Bill Brooks
  • Follow-up consulting with one of our expert sales strategists

Sales Negotiation Training Workshop Agenda

Day 1 (8:00am–5:00pm)


Module 1

The Numbers Don't Lie: Financial Implications of Price-Cutting

Module 2

Three Keys to Selling Value vs. Price

Uncovering Your Personal Selling Style

(Sales Assessment Results)

Day 2 (8:30am–5:00pm)

Module 3

Understanding Customer Negotiation – Buyer Tactics

Module 4

Facing and Defeating Price-Cutting Attempts

Module 5

Breaking Bad Habits


Give your salespeople the negotiation skills needed to build value and sell more at premium prices.

"We constantly preach the importance of margins as we have far greater potential to positively influence that outcome, than gross sales revenue itself. A few points on the top line translate to huge gains on the bottom line. The Brooks Group’s insight to help us get there have made a huge difference."

—James MacDonald, President, R.F. MacDonald Co.

Frequently Asked Questions

What is the length of the program?
The Sales Negotiation Training course is typically delivered as an in-depth, 2-day program. The length and content can be adjusted to meet your organization’s specific needs.

How can the program be customized?
Customized programs include learning tools that incorporate the language, examples, and case studies that are most relevant in your organization’s unique selling environment.

Will participants learn about building client relationships?
Yes! Sales professionals will learn to uncover a buyers’ wants and needs and present solutions that represent a win-win outcome for both parties involved. Negotiations rooted in mutual benefit will build trust and lead to long-term relationships with your clients.

Ready to improve your sales team’s negotiation skills? A representative from The Brooks Group can help get you started.