MAX Sales Negotiation Skills


Negotiation is a master skill of business if not life itself. This programme is focused on the principle that there is a better deal for all concerned if you work smart to find it. All too often, people see negotiation as a confrontation with each side trying to get the best deal for themselves. During this programme we explore how to become a collaborative negotiator, which means using selling, influencing and negotiation skills to get the best deal you can for all concerned. Collaborative negotiators think big. They are very valuable people, because they contribute to building strong, mutually profitable relationships with their clients

Target Audience

This programme is for anyone involved in sales negotiation. GMs, Directors of Sales, Sales Managers, Sales Executives, Sales coordinators, Wedding coordinators, buyers.

The way the programme is set up means it works for both new and experienced sales negotiators.

Aim of the Programme

To enable participants to confidently utilise the key principles and skills of selling, negotiation and influencing combined with a goal focused process to conduct collaborative negotiations which ensure a great deal of all parties.

Programme Content

This is a highly practical, interactive and powerful programme, focusing on delivering results. We explore principles but bring them to life with real life examples. Each participant will be given a copy of the MAX Guide to Sales Negotiation.

To make it real, participants compete with each other through a series of negotiating challenges to become the top course negotiator and to win the top course negotiator trophy.

The content enables participants to:

  • Understand when and when not to negotiate.
  • Conduct collaborative and strategic Sales negotiations where there is a better deal for you and a better deal for the customer.
  • Use the key principles of negotiation and influencing including the law of scarcity.
  • Understand the goal focused process all top collaborative negotiators use.
  • Understand, identify and use constants and variables imaginatively.
  • Use 'What if?' and 'If then' as powerful words to move negotiation forward.
  • Prioritise your concessions and their trade value.
  • Focus on value and benefits and not getting fixed only on price.
  • Recognise different styles people use in negotiation.
  • Work through deadlock.
  • Get commitment to the deal and to close the deal.

Programme Duration
One day - 0915-1700

Programme Fee

£350.00 per person plus vat - Rate includes training, training materials, The MAX Guide to Sales Negotiation, morning and afternoon refreshment and lunch.

If you book two or more people on the same programme, then we can offer the special rate of £325.00 per person plus vat.

Programme Leader

Martin Pepper- Fellow of the Institute of Sales Management - MD of Maxima Training & Development
Martin is the Managing Director of Maxima Training & Development. He has held Senior Management positions in the airline and hospitality industries and was Director of Sales Training & Business Development, Worldwide for Forte Hotels, before co-founding Maxima in 1995.

Martin is valued by clients for his experience, down to earth approach, fast pace, understanding of business reality, humour and his ability to communicate in a motivational style that makes people want to take action.

Martin has been made a Fellow of the Institute of Sales Management in recognition of his outstanding contribution in developing salespeople in the hospitality industry. Martin is a sought-after conference speaker on a range of subjects related to developing people to develop business.

Martin is a qualified trainer and coach through the CIPD and is a licensed Insights Discovery Practitioner.
A lifelong learner, Martin has resisted the temptation to complete a PHD on the basis that no one would take a Doctor Pepper seriously!

What our Delegates say

'The course was simply excellent'

'It was useful to be in a small group. This meant that I was constantly challenged.'

'Thankyou, the day went so fast and I feel more confident about negotiation now'

'The role plays were great. They were fun to do, yet very challenging'

'All in all, it was a very well structured and well-run course. I learnt much about myself as well as what I need to do. The trophy is on display on my desk!'

'This programme has helped me to see a whole new world of possibilities doing business with my client. I have already seen an improvement and I am no longer frightened when I am challenged on price'

Open programmes which dovetail with this programme

  • MAX New Business Development Skills
  • MAX Account Development Skills
  • MAX Face-Face Selling Skills
  • MAX Sales Conversion from Show Rounds
  • MAX Sales Conversion from Meetings & Event Enquiries


At Maxima, we're here to help. If you'd like to know more about Maxima's Open Training Programmes or one of our bespoke training programmes you can contact us via:

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Or calling 01403 733337 to talk to one of our team.

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