The purpose of this training is to build confidence in business to business (B2B) sales professionals in order to close more sales without sacrificing profits.

We begin by exploring the fundamentals of how to negotiate for an outcome that is favorable to the buyer as well as the business. Building value and learning how to have a business conversation around that value is a key learning skill set. We explain what questions to ask to unseat a current vendor/competitor, how to position value, understand 6 common negotiation strategies used and how to avoid discounting. 

This course improves a salesperson's closing opportunities by revealing the key information needed before a proposal is created and presented.

Learning Objectives
  • Discover the 6 common negotiation strategies
  • Discover how to create a win-win outcome
  • Explore how to get a buyer to easily share concerns with their current vendor
  • Discover how to create a position of power when asked for a discount
  • Recognize the buyers/sellers perspective
  • Recognize the difference between handling a sales objection and negotiating
Last updated/reviewed: March 19, 2024
2 Reviews (6 ratings)


Member's Profile
Some questions/answers did not seem to make sense, such as a question asking what are the 4 "______". The answers only listed 2 options per option.

Member's Profile
Very informative and the examples provided are very practical and realistic.

Course Complexity: Intermediate

No Advanced Preparation or Prerequisites are needed for this course. 

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 and overview
  Introduction to How to Negotiate Without Discounting4:12
How to Negotiate Without Discounting
  Negotiating Overview 8:13
  Becoming Skilled at Negotiating 10:24
  When to Negotiate 10:42
  Power Position 10:42
  Popular Negotiation Tactics and Conclusion 15:11
Continuous Play
  How to Negotiate Without Discounting 59:24
  Slides: How to Negotiate Without DiscountingPDF
  How to Negotiate Without Discounting Glossary/IndexPDF