Sales Negotiation Training

Drive Revenue. Protect Margins. Repeat.

Most sales teams rely on intuition during negotiations, often leading to premature concessions. There’s a better way. RED BEAR’s Situational Negotiation Skills™ training equips your team with repeatable tools, clear strategies, and guaranteed ROI to transform every customer negotiation.

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Sales Negotiation Training

Conceding Too Quickly

Crushes margins and sets bad precedents for future deals.

Avoiding Tension

Leads to one-sided deals and undervalued solutions just to “keep the customer happy.”

Skipping discovery (or not asking the right questions)

Misses the chance to shift the customer’s thinking or uncover new needs.

Letting procurement take control

Puts your team on defense and forces reactive discounting under pressure.

Negotiating from instinct instead of strategy

Leads to inconsistent outcomes and deal coaching chaos.

Relying on price instead of value

Reduces your solution to a commodity in the customer’s eyes.

And the business impact?

➤ Deal slippage

➤ Eroded ASP and ACV

➤ Weak negotiation confidence across the team

➤ Burned-out reps and over-involved leaders

RED BEAR turns negotiation into a strategic, coachable skill—helping reps protect margin, build customer trust, and win more high-value deals.

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Required Reading

Not really, but it should be for any sales leader who wants to get ahead.

Get a roadmap to identify and eliminate negotiation patterns that hold your team back and replace them with proven, high-impact negotiation strategies.

What’s inside:

➤ The biggest obstacles standing between your team and better deals.

➤ Practical behaviors and approaches to counteract price pressure, leverage tension, and capture more value.

➤ Real client success stories

➤ How top firms reinforce these negotiation habits

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Procurement Pro

Master Sales Negotiations

Welcome to our Situational Negotiation Skills™ (SNS) training—the playbook for how sales negotiation gets done. This program provides the skills, tools, and behaviors needed to craft profitable, value-based agreements with customers.

Get ready to…

➤ Understand the full power of effective negotiation in professional and personal contexts

➤ Develop the competencies required to become a successful negotiation professional

➤ Avoid costly concessions throughout the sales cycle

➤ Implement a systematic approach to plan and execute successful negotiations

SNS 1

Foundations of Strategic Sales Negotiation

This is where your team’s transformation begins.

In Situational Negotiation Skills™1, sales professionals learn how to navigate pressure, sell on value—not price—and negotiate effectively across the entire sales cycle.

Here’s what your team will walk away with:

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A Proven System for Selling Value

Learn a repeatable, research-backed approach to shift the conversation away from price and toward what really matters—value.

The RED BEAR Negotiation Model

A flexible, full-spectrum framework for balancing competitive, collaborative, and creative strategies throughout every stage of a deal.

The Six RED BEAR Principles

Simple, powerful guidelines—based on Stanford research—that sharpen decision-making before, during, and after negotiations.

Tension Management as a Competitive Edge

Discover how to harness tension—not defuse it—to surface needs, unlock creativity, and reach stronger outcomes.

Hands-On Planning Tools

Practice using RED BEAR’s negotiation planner to prepare for high-stakes customer conversations and align your team internally.

Time commitment: 2 days

Delivery: In-person or virtual

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SNS 2

Advanced Sales Negotiation

This second workshop, SNS2 builds on the foundation of SNS1, equipping sales teams with advanced tools to protect margin and lead value-driven conversations—especially when the pressure is on.

Here’s what your team will walk away with:

Negotiation Training - conflict management

SNS 3

Mastery in Sales Negotiation

SNS3 is the capstone of RED BEAR’s sales negotiation training—designed for professionals ready to move from strong to elite.

This immersive, high-impact session blends rigorous practice with advanced strategy. Here’s what your team will walk away with:

Negotiation Training - Feedback

Tools to Anchor High and Frame Value

Master the use of framing and anchoring to set the terms of the deal—and keep the focus on value, not just price.

Skills to Navigate the Toughest Negotiations

Learn how to negotiate for access, for meetings, and for a sales process that sets you up to win—before you ever get to the final close.

A Toolkit for Deflecting Price Pressure

Stop premature pricing conversations in their tracks, uncover hidden sources of value, and hold your ground during end-of-deal concessions.

Advanced Questioning Techniques

Ask better questions. Go higher and wider in the account. Uncover real customer needs that strengthen your value story.

Real-World Application to Critical Deals

Leave with a clear, personalized action plan to apply every concept to 3–4 of your most high-stakes, in-progress opportunities.

Time commitment: 2 days

Delivery: In-person or virtual

Keep Building

Advanced Simulation-Based Learning

Step into high-pressure simulations tailored to your toughest sales challenges—then analyze the outcome and refine your approach.

Cross-Cultural Negotiation Understanding

Learn how cultural dynamics shape negotiation behavior, and develop strategies to lead successful negotiations across borders and business norms. This is a great precursor to our cross-cultural negotiation training.

Peer-to-Peer Collaboration and Feedback

Share successes, dissect challenges, and level up as a team through guided discussions and live coaching.

Real-Time Application

Participants bring a live customer negotiation to the session, develop a strategic plan, and pressure-test it with instructor and peer input.

Real-World Application to Critical Deals

Learn what’s working from across the organization. Participants share execution insights, messaging wins, and behavior shifts that lead to better deals.

By the end of SNS3, your sales team won’t just know how to negotiate—they’ll know how to lead in the most complex, high-stakes, and global environments.

Time commitment: 2 days

Delivery: In-person or virtual

Achieve Mastery

Each module builds upon the previous, ensuring a cohesive and comprehensive learning experience.

By progressing through all three parts, your sales team will be equipped with the skills and strategies necessary to negotiate effectively and drive value in every customer interaction.

See How It Works

"The program exceeded my expectations and came just in time for our business as we are about to engage in several negotiations on large projects. Great learning experience filled with role playing and real life examples!"

★★★★★

— Daniel, Senior Director, Sales

"This training was fantastic. I'm in a real life negotiation right now and sooooo many of these techniques have been used against me, that I can now spot and rebuttal/prepare for."

★★★★★

— Andre, Account Executive

"Unlike many trainings, we had the opportunity to practice—as there were many exercises. That made it memorable."

★★★★★

— Franck, Business Director

"I learned so much about being empathetic towards people’s needs vs. what they can offer me, which I really believe is an important skill."

★★★★★

— Christopher, Financial Analyst

"I wasn’t sure I’d use these skills in my current job, but I found myself applying them immediately in everyday life—changing how I communicate and listen."

★★★★★

— Chris, Senior Leasing Administrator

"I really valued the information. I was surprised by how much it changed my perspective."

★★★★★

— Lexi, Senior Leasing Administrator

"The course was exceptional and ranks among the best I have attended. I particularly appreciated being challenged, especially during the major negotiation exercise where I had to negotiate solo against a team of two… Everyone in the group had the opportunity to participate, and I greatly appreciated the diverse representation from various departments, which enriched the learning experience."

★★★★★

— Harry, European Logistics Manager

"Outstanding experience! The content was not only highly relevant but also engaging and thought-provoking… This course exceeded my expectations, and I would highly recommend it to anyone looking to enhance their skills in this area."

★★★★★

— Chris, Director, European Logistics

"This is the best training I’ve probably ever had. It was so engaging. Trainings are usually long and drawn out, but this wasn’t. Great work!"

★★★★★

— Shanna, Category Manager

"“I definitely had some ‘aha’ moments and learned some important negotiation tactics."

★★★★★

— Chris, Manager

"The course was very eye-opening as a young person where this is mostly all new to me. This isn’t material taught in school or something I’ve acquired through life experience."

★★★★★

— Jackson, Lead Project Controller

"Wow! Shawn really challenged my thought process. I now see the endless opportunities I’ve missed in negotiation. I plan to be more strategic moving forward using the skills I’ve learned over the past two days."

★★★★★

— Josh Riley, Parts Buyer

"Very informative and interactive. I learned that I always thought of negotiation as a winner-loser game, but now I see it as collaboration. Both parties should win to build or maintain relationships."

★★★★★

— Sarah, Sales Rep

Retention Super Glue

We’ve all experienced “training amnesia,” where you forget what you learned and revert to your old ways as soon as you return to your routine.

We’re not about that here.

That’s why we created our robust coaching and reinforcement training, 100 minutes™ to Improved Negotiation Results

This isn’t your run-of-the-mill reinforcement program; it’s a 360 experience designed for participants and managers to ensure the learnings stick.

For Participants

➤ Weekly emails with video content that showcases one key concept from the program.

➤ Guided questions for active learning and concept application.

For Managers

➤ Weekly emails with video content that showcases one key concept from the program.

➤ Tailored smart coaching questions to use in 1:1s or team meetings to reinforce learnings.

Discover Training That Sticks →

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Training That Meets You Where You Are

We deliver high-impact sessions for global procurement teams—virtually, in-person, or hybrid.

Every training includes:

➤ Instructor-led

➤ Discovery-based

➤ Hands-on exercises

➤ Role plays and simulations

That’s non-negotiable.

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A Proven Framework. A Practical System. Built for Real-World Deals.

We don’t teach tips and tricks. We train your team in a complete negotiation system—grounded in research, proven in global sales organizations, and customized to your unique challenges.

At the heart of our Situational Negotiation Skills™ program is a set of core principles, models, tools, and behaviors that bring consistency and confidence to every customer conversation.

The Methodology

Built on research from Stanford University and tested across every major industry, our approach combines behavioral psychology, strategic thinking, and real-world sales dynamics.

It’s not theory for theory’s sake. It’s a process your team can apply the very next day.

1

The Six RED BEAR Negotiation Principles

Simple, powerful concepts that guide decision-making before, during, and after every negotiation.

2

The RED BEAR Model

A step-by-step framework to approach any negotiation—like strategies for handling price pressure with confidence.

3

The Strategic Planning Tool

These are the difference-makers—mindsets and actions that shift negotiation outcomes and drive customer decisions.

4

The Five Core Behaviors of Successful Negotiators

These are the difference-makers—mindsets and actions that shift negotiation outcomes and supplier dynamics.

Why RED BEAR Works When Others Don’t

We’re not just another vendor. We’re your strategic partner.

RED BEAR is the only negotiation training firm that combines:

➤ Behavioral science that changes how your team thinks, not just what they say

➤ Procurement and sales domain expertise that maps directly to your team’s goals

➤ Enterprise-level delivery that scales across categories and regions

➤ Hard ROI guarantees that prove our impact

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Results, Guaranteed

We back up our claims with real accountability—on both sides of the table.

Our Promise: 10x ROI or your money back
Your Proof: Independent ROI study conducted post-training
Client Voice:

-Sales testimonial video

Need Some Star Power For Your Next SKO?

You want to put on a meaningful sales kickoff or team meeting that delivers actual value (and results).

We’re here to help.

Learn about our accelerated, 3-hour negotiation workshop for sales professionals.

Check It Out →

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