Negotiation Training for CPG Teams Who Own the Shelf — and the Table

Turn pricing pressure into value-driven partnerships with negotiation skills your team can apply today.

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Trusted by leaders in food, beverage, personal care, and household goods

High-performing sales and procurement teams at some of the most respected names in the consumer packaged goods industry trust our negotiation training.

CPG Moves Fast. Negotiation Gaps Slow You Down.

 

  • In consumer packaged goods, it's not just about the product—it's about how you position it.
     
    Yet too many reps and procurement professionals rely on instinct in high-stakes conversations. The result? Lost deals. Price cuts. Vendor risk.
     
    RED BEAR trains your teams to negotiate strategically so they win more, protect value, and operate like the world-class professionals they were hired to be.

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Sound Familiar?

 

Here’s what CPG teams face every day:
 
Sales:

Inflation and cost pressures

Even slight price increases can impact margins. Teams must negotiate value without eroding profitability.

 

Shifting consumer behaviors

As buying patterns evolve, sales strategies must adapt to meet new demands.

Retailer consolidation

Fewer larger buyers mean increased pressure and the need for stronger negotiation tactics. 

Procurement:

Global market complexities

 

Operating across diverse markets necessitates cultural awareness and tailored negotiation approaches.

 

Supply chain disruptions

Navigating delays and shortages requires agile negotiation with suppliers and partners.  

Sustainability demands

Aligning with environmental expectations requires negotiating new terms and partnerships.

RED BEAR helps your team manage the tension—and use it to your advantage.

 

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What We Deliver to CPG Teams

RED BEAR’s training combines behavioral psychology, negotiation strategy, and real-world application—so your people can negotiate across every environment with confidence and control.

 
We train both sales and procurement teams. Here’s what they walk away with:

For CPG Sales Teams

After sales negotiation training, they’ll be able to:

- Protect margins and resist unnecessary concessions

- Shorten deal cycles by staying in control

- Negotiate based on value—not just price

- Navigate multi-decision-maker deals more effectively

- Push back strategically against procurement tactics

- Close bigger, better deals with stronger positioning

 

Average Program Rating:
 
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For CPG Procurement Teams

After procurement negotiation training, your team can confidently:

- Improve supplier terms and reduce costs

- Reduce contract risk with better negotiation of scope, SLAs, and renewals

- Increase alignment across finance, legal, and operations

- Build scalable, repeatable negotiation practices

- Gain influence as a strategic partner—not just a cost center

 
Average Program Rating:
 
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Case Study

Business Services Company Achieves $122M in Financial Gains

A leading business services company faced challenges with stalled growth, reduced profits, and client losses. To reinforce its global leadership and accelerate growth, the company partnered with RED BEAR to enhance its sales approach.

The results:

  • An ROI of 325:1
  • A net financial gain of $122 million

“The RED BEAR program had broad applicability and helped improve the results of very junior to very senior sales professionals… it drove a core set of principles, behaviors, tools, and techniques… participants were able to quickly gauge their own unique strengths and weaknesses and focus their energies on their own personal opportunities for improvement.” - Senior Sales Manager

Read the Full Case Study → 

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Why CPG Teams Stick With RED BEAR

 

 Because our programs don’t collect dust. They change how people think, speak, and operate—at every step of the deal.

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Customized for your team’s product, market, and role

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Delivered in-person or virtually—across 15+ languages and 6 continents

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Built on research, not fluff

 

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Measured with real ROI data
(or your money back)

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Supported with ongoing coaching
and reinforcement

 

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Don’t Let Another Deal Slip

 

RED BEAR helps fast-moving CPG teams turn negotiation into an unfair advantage. If you’re serious about growth, protect the deals that drive it.

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