Master Negotiator

Why Attend

Negotiators tend to concede too much, and focus on price and not enough on exchanging services other than price. The course focuses on these problems and the practical skills and techniques necessary to achieve win/win agreements. Participants will learn to identify, select, and execute various tactics and to respond to adversarial tactics.

It is an engaging workshop that equips negotiators and sales professionals to find and prove the value of their offering and resolve difficult negotiating challenges in a collaborative manner. The course will also provide you with a set of tools to handle the most demanding negotiation like a master. By working on a carefully chosen array of cases you will learn how to enhance your analytical skills and build your intuition, both of which are prerequisites for successful negotiations.

Course Methodology

The course uses a mix of interactive techniques, such as brief presentations by the consultant and the participants, role plays (rehearsed and impromptu), self-assessment questionnaires, relevant videos, and multiple simulation games.

Course Objectives

By the end of the course, participants will be able to:

  • Assess their own negotiating strengths and weaknesses and those of the other side to optimize negotiation outcomes.
  • Identify areas of weakness in understanding to prepare a good negotiation plan.
  • Master the process of sales negotiation to achieve long-lasting and mutually profitable agreements on timely-basis.
  • Use a variety of skills necessary to conduct successful negotiations
  • Apply the concessions management process with minimum loss while preserving a good relationship with the counterparty.

Target Audience

Marketing and sales professionals, corporate executives, advertising managers, business development managers, sales personnel, purchasers, and others who are involved in commercial and negotiation activities at all levels of the organization.

Target Competencies

  • Handling rejection
  • Gaining commitment
  • Negotiation tactics
  • Negotiation planning
  • Concession management
  • Problem-solving


South Africa

Training Dates:

Each course starts every Monday of each week. Please book your training on a date that is a Monday.

Course Duration:

Unit Standard:

NQF Level:

Number of Credits:

Course Fees

Note: Please fill in the online application form on the left or bottom if this page to receive a quotation with detailed pricing from AATICD.

How to Apply:

To Apply Simply Fill in the Online Enquiries / Applications form on the Right Sidebar or Bottom of this website


When filling the online application form; please take note of your desired Training Month, Duration in Weeks and Training Session. This will give us the exact dates you will be attending your classes.

Also note that Tuition Fees must be paid upfront on or before training start date. This is to ensure that all resources are made availabe for you before you start. You will not be allowed into training if fees are not paid and verified.

Also note that Tuition Fees Cancellations must be made 14 business working days before the starting date of training. This will allow us to do a 50% refund of the total amount paid. If cancellations are made thereafter note that no refund will be made to delegates.

Tuition Fees include teas and lunch as well as either a laptop or tablet which a delegate will take home free of charge.

Tuition Fee DOES NOT include Accommodation, Dinners and other Extra Curricular Activities or Incidentals. Delegates are expected to fund this on their own. AATICD will not be held accountable for any incidents to delegates.

In-House Trainings are also available for 3 or more delegates for any duration. Please consult with our Administration for such In-House training bookings.

Course Outline

  • What Negotiation Is Really All About
    • The many faces of a negotiation
    • Some negotiation philosophies
    • The urge for being a good negotiator
    • Persuasion versus negotiation
    • Self-assessment: The “Negotiating Style Profile”
  • Setting the Stage: pre-negotiation Preparation
    • Understanding your own personal strengths and weaknesses
    • Developing your emotional intelligence
    • Characteristics of a good negotiator
    • The five stages of the negotiation process
    • Barriers to effective negotiation
    • Team negotiation: when to use a team
    • Exercise: How to negotiate effectively (work template)
  • Mastering commercial negotiation
    • Selling versus negotiating
    • The 7 milestones of the sales process
    • Identifying the different buyer’s roles
    • The “Buyer’s Decision Process
    • Strategies for the phases of the buyer’s decision process
      • Strategies for the “Recognition of Needs” phase
      • Strategies for the “Evaluation of Options” phase
      • Strategies for the “Resolution of Concerns” phase
    • The SPIN selling model
      • Situation questions
      • Problem/Opportunity questions
      • Implication questions
      • Need-payoff questions
    • Simulation game: the “war room”
  • Negotiation Tools for Success
    • Creativity and problem-solving techniques
      • The importance of creativity in negotiation
      • Creativity tools
      • Creativity: self-assessment instrument
    • Decision-making techniques
    • Communication skills:
      • Active listening skills
      • The outcomes of asking questions
      • The art of asking questions
    • Conflict management styles
    • Workshop: Breaking the negotiation impasse using creativity
  • Concession Management, Tactics, and counter-measures
    • Different levels of negotiation rules
    • Preparing “The Envelope of Negotiation”
    • Mastering the “Rule of Halves”
    • Setting a concession-making timeline
    • Sorting negotiable issues and creating alternatives
    • The most common negotiating mistakes
    • Advanced negotiation tactics
    • Simulation game: one-to-one negotiation using a grade point average