Negotiate, Not Bargain!


Most sales professionals think they are negotiating when in fact they are only bargaining. Is there a difference? Obviously! This is because bargaining is only one part of negotiating. The end result is most sales professionals get a poorer deal than they deserve.

The reason is simple: Price is the most common factor customers bargain on and they will not think twice to say that “your competitor can offer a better price” (even though it is not true!).

In addition, sales professionals are chosen for their ability to interact well with people and to go for a “win-win” situation. Inevitably, sales professionals think that they have to be “nice” to customers to win their hearts. This poses a major problem when they are in a negotiation situation with the end result that sales professionals (and their organizations) tend to end up as the “losers’ (rather than “win-win” in the negotiation).

This two-day session will provide Sales professionals with the essential negotiation competencies to help them to secure deals on better terms and conditions.

Benefits to You

  • Play the power game of negotiation effectively
  • Apply the right process to negotiate consistently
  • Understand your own preferred negotiation style and the inherent strengths and areas for improvement
  • Develop strategies to leverage on own strengths and work on the weaknesses
  • Apply the Negotiation Surplus Concept, Purple Exchange Principle and BATNA in everyday negotiations
  • Apply the SCOTSMAN model to flush out the lies that customers tell
  • Learn different negotiation strategies appropriate for different customers and situations
  • Know how to stay emotionally detached and to trade concessions creatively
  • Leverage on the relationship during negotiation
  • Know how to negotiate with customers who are much more powerful than us
  • Deal effectively with the common tricks that customers normally play on us

Programme Outline

  • The business case for negotiation
  • Comparing negotiation with other resolution methods
  • Common pitfalls that sales professionals fall into and how to avoid them
  • Negotiation surplus concept, Purple exchange principle and BATNA
  • Understanding our own negotiation tendencies
  • Strategies to improve and move away from our tendencies
  • Principles that good negotiator use
  • The five phases of the negotiation process
  • Knowing what is involved at each phase
  • Why preparation is crucial and what to prepare prior to negotiating?
  • Knowing where your products/services stand in the customers’ eyes and its implications on our negotiation strategies
  • Understanding customers’ motivation and constraints
  • Deciding on the negotiation agenda and strategy
  • Strategies to stay emotionally detached
  • The importance of having a strong opening during discussion
  • Signaling and the role of non-verbal communication
  • Team strategies, tactics and maintaining discipline and staying focused
  • Recognizing the signs and signals without the other side realising it
  • Asking the impactful questions
  • When is it time to propose?
  • What are the dos and don’ts of proposing?
  • The bargaining process and the dos and don’ts
  • Bunching versus breaking—taking the focus off price
  • Dealing with threats and the different negotiation styles
  • Use of closing techniques and when to use them
  • The need to agree what has been agreed
  • The top five tricks that customers use and how to manage them
  • Seeing the deal as a package
  • Manipulation—how to spot and deal with it
  • Using manipulation ourselves
  • Dealing with the good-bad guy situation
  • What they do not teach you in business school about negotiation

Who Will Benefit by Attending

  1. Sales & Marketing Vice-Presidents/Directors
  2. National/Regional Sales & Marketing Managers
  3. Sales & Marketing Executives
  4. Entrepreneurs
  5. Anyone who needs to negotiate on a regular basis

Programme Leader

This programme will be conducted by:

Mr. Patrick Ng is a highly acclaimed international Sales and Marketing cum Management trainer/consultant who will use his 21 years of corporate experience and fourteen years’ training/consulting to help you achieve the desired results. The corporate experience garnered from the ranks of sales/marketing executive, Sales Manager, Head of Strategic Business Unit and then to Chief Executive Officer of a multinational in different industries ensures that participants learn practical tools that can be implemented. Participants have consistently commented that his training is effective because they are able to relate to what they are actually facing.

He is an associate of the Harvard Business School Alumni Club of Malaysia which allows him to keep abreast with the latest developments from the Harvard Business. In addition, he is the external Sales/Marketing trainer for the Europe, Asia and Middle East Region for a leading U.S. based medical device company with annual turnover of US$9 billion. This allows him to share global best practices.

Patrick will challenge and change your perspectives, delight and entertain you and impart essential competencies and the appropriate mind-set to enhance your effectiveness.  His greatest satisfaction are seeing his participants become more productive and enjoy what they are doing and coaching his two children to graduate as medical doctors from the University of Cambridge.

Venue The Ritz Carlton Kuala Lumpur
Duration Two Days
Time 0900 to 1730
Fee RM2, 756 per person for local delegates or US$880 per person for foreign delegates [price is inclusive of 6% GST, programme documentation, tea breaks and lunch]
Enquiries +603-27131165
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