Strategic Sales Negotiations


The skill set of salespersons have evolved over the past few years, since it is no longer about simply filling orders. For the contemporary salesperson, establishing credibility with your buyer, identifying elements of your product or service that will influence your buyer and creating a win-win solution are some of the keys to successful negotiations.

Every negotiation is different; however the basic elements of effective negotiations remain the same. Being equipped with these eliminates surprises, enables you to anticipate customer moves, and arms you with contingencies.

In this highly interactive session, participants will learn guidelines and principles for doing more consultative selling, closing sales and creating value for the customer. This will involve what people need to know about themselves, their product or service and the skills of the strategic selling process.

Learning Objectives

By the end of this two day workshop participants should be able to:

  • Improve success rates in closing sales
  • Demonstrate consultative selling
  • Influence the way customers view the product, service and individual
  • Turn buyers' behaviours into advantages
  • Establish credibility with the buyer
  • Develop confidence-building skills that maintain your control of sales negotiations

Programme Outline

Topics to be covered over this two-day workshop include:

The Salesperson (knowledge)

  • Consultative selling vs. manipulative selling
  • Responsibilities of responsible salespersons
  • Value of customer experience creation
  • Power of information (customers' needs and your capability)

Your Product and/or Service Factors

  • Your Value Proposition

The Process (skills and attitude)

  • The Strategic Sales Negotiation Process
  • Communication and Active Listening
  • Questioning, Clarification and Needs Identification
  • Buyer Behaviour Insight
  • Win-Win Negotiations
  • Planning for Concessions
  • Objection Handling and your Emotions
  • Addressing Aggressive Buyer Demands
  • Countering Competitive Offers
  • Critical Mistakes in Sales Negotiations
  • Sales negotiation planning

Facilitator: Anthony Ragoonanan B.Sc., MBA 

Anthony Ragoonanan is the Principal Trainer and Consultant for V-Formation Training and Development, with core skills that include communication, sales, customer service and leadership. Anthony is dedicated to performance management and empowering people. His primary goal is to address the competence related needs affecting companies today so that employees can deliver measurable results. His purpose is to make a difference for companies by developing and challenging staff to achieve top performance not only as individuals but as part of a team.

With over 15 years in the sales environment, having worked for both local and international firms, he has had experience on the front line, in sales as well as a trainer and manager. His experience has also exposed him to several distribution companies, health care professionals, hospitals and service companies in the Caribbean region where he gained first-hand experience in learning how companies run their business, develop their people and maintain their corporate culture.

As a Trainer and Consultant, he is presently working with local and International companies. He is also involved in many of the support systems that accompany the training programs. The purpose of the support systems is to ensure that behavioural and skill based improvement can be measured and monitored more effectively.

Anthony possesses a Bachelor of Sciences degree (University of Guelph, Ontario, Canada) and an MBA (Andrew's University, Berrien Springs, Michigan, 2008).


Date View Event Calendar 22nd - 23rd September 2014
Time 8:30 pm – 4:30 pm
Duration 2 Day
Cost TT $3,800.00 (inclusive of training materials, refreshments and Certificate of Participation) 
Please note that prices are subject to change without notice.
Venue Arthur Lok Jack Graduate School of Business
Max Richards Drive,
Uriah Butler Highway, North West,
Mt. Hope


Tel: 645-6700
Fax: 662-1411


Tamara Edwards - ext. 157
Jamie Kendall - ext. 155



Certificates will only be issued to participants who have attained a minimum attendance rate of 75% for the duration of the course.

Course Cancellation/ Reschedule Policy

Arthur Lok Jack GSB (ALJGSB) reserves the right to cancel training at any time. If ALJGSB cancels the training due to unforeseen circumstances beyond the control of ALJGSB, you are entitled to a full refund of the course fee, or your course fee can be credited toward a future training, based upon availability (providing payments have been made before original advertised date).

ALJGSB reserves the right to reschedule training at any time. If ALJGSB reschedules training due to unforeseen circumstances beyond the control of ALJGSB, the training will take place at the next available time. Participants will be informed via phone and/or e-mails.



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