Sales negotiating is complex and challenging, way beyond simple trading or nibbling for a better price on a new car.  In the business world, maintaining relationships is essential, hence the win-win strategy driven by your personal style, adjusting as needed with the customer’s style to maintain a fair, productive negotiation.  Beyond managing the relationship, a variety of tactics are needed to enhance persuasion, identify hidden needs, and communicate trading offers. The bottom line in win-win sales negotiating is getting/giving equal value for the issues you have to trade.  The tactics you employ enable this to happen so both negotiators are satisfied to achieve a win-win conclusion. 

This course explains how to capitalize on a collaborative style, armed with offense/defense tactics, to gain a win-win solution.

Course Series

This course is included in the following series:

2 CoursesWin-Win Sales Negotiating

  1. Win-Win Sales Negotiating Strategy and Tactics
  2. Win-Win Sales Negotiating: How to Balance Offers and Maintain Relationships
Learning Objectives
  • Discover methods to help you negotiate with customers for win-win results
  • Identify four sales negotiating styles and learn when/how to match your style with the customer's style
  • Explore a variety of tactics used in sales negotiating, and how/when to employ them
Last updated/reviewed: August 22, 2023

Included In Certifications

This course is included in the following Certification Programs:

8 CoursesPorter Henry Salesperson Certification

  1. Consultative Selling Success – Employ an Exclusive Sales Process to Improve Performance
  2. Leveraging Objections to Gain Commitment – Objections Are an Asset, Not a Liability
  3. Prospecting by Phone, Email and Social Media
  4. Managing Your Time and Territory – Two Critical Routes to Sales Success
  5. Strategic Multi-Level Selling – The Ultimate Solution for Selling High, Wide, and Deep in Complex Accounts
  6. Value-Driven Selling
  7. Win-Win Sales Negotiating Strategy and Tactics
  8. Win-Win Sales Negotiating: How to Balance Offers and Maintain Relationships
Course Complexity: Intermediate

As advanced preparation, you should complete the "Styles Pre-Course Questionnaire for Win-Win Negotiating" located in the Supporting Materials area, and then score yourself to determine your preferred negotiating style. Four styles will be specifically discussed during the 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 to Win-Win Sales Negotiating Strategy and Tactics2:03
  What is Win-Win Sales Negotiating?6:46
  Identify Your Negotiating Style5:17
  Capitalize on Negotiating Styles11:47
  Collaborative/Offense Tactics6:26
  Defensive Tactics to Use With Care5:42
  Handling Customer Tactics11:23
  Win Win Sales Negotiating Strategy:Tactics 51:54
  Slides: Win-Win Sales Negotiating Strategy and TacticsPDF
  Win-Win Sales Negotiating Strategy and Tactics Glossary/IndexPDF
  Styles Pre-Course Questionnaire for Win-Win NegotiatingPDF