A major part in negotiating your terms is effectively navigating the decision-making process. Nothing is worse than investing a lot of time into a prospect and then not winning the deal because of a surprise at the very end. Identifying the decision-makers and their process takes a lot of those surprises away along with actually giving you the tools to navigate the process quicker and more efficiently.

Course Key Concepts: Business Development, Negotiation, Decision-Making, Client Acquisition, Sales, Personas, New Business.

Learning Objectives
  • Discover and define the 4 things to know about the decision-making process.
  • Identify and list the 4 main players you could deal with a new business opportunity.
  • Recognize and list the 7 personas that you could deal with a new business opportunity.
  • Explore and determine the best personas to help in your sales process.
  • Explore and determine the worst personas involved an opportunity.
Last updated/reviewed: August 18, 2023
5 Reviews (19 ratings)


Member's Profile
I worked in consulting previously and did many proposals. This course does a good job at explaining the role that different people have in the decision making process and how to navigate those people.

Member's Profile
For someone that has never been good at negotiations, I picked up some valuable techniques to analyze and identify the players in each transaction.

Anonymous Author
Awesome sales overview - very helpful in thinking about from the sales side, but also relevant to learn about from the buying perspective.

Anonymous Author
Again for sales stuff for us accountants... this is good stuff and we need more of it.. dont you think?

Anonymous Author
Good course overall i don't think i have any nmore comments on the review questions...............

Course Complexity: Foundational

This course requires at least 3 years work experience or the attendee should be in a manager role or higher.
Attendees should have a basic understanding of business development principles.

Education Provider Information
Company: Illumeo, Inc., 75 East Santa Clara St., Suite 1215, San Jose, CA 95113
Contact: For more information regarding this course, including complaint and cancellation policies, please contact our offices at (408) 400- 3993 or send an e-mail to .
Instructor for this course
Course Syllabus
  Introduction to Advanced Negotiation: Navigating the Closing Process2:18
  Understanding the Decision-Making Process9:20
  Know the Players6:45
  Engage Your Champion12:20
  Navigate the Pitch2:31
  Advanced Negotiation: Navigating the Closing Process33:18
  Slides: Advanced Negotiation: Navigating the Closing ProcessPDF
  Advanced Negotiation: Navigating the Closing Process Glossary/ IndexPDF
  Workbook: Navigating the Closing ProcessPDF