Negotiation – Protecting Value Without Losing The Relationship
Negotiation is not a fight. It is a conversation about value.
Many people enter negotiation tense.
They expect pressure. They expect demands. They expect to lose.
The advanced “From Great to Unstoppable” course at the Telesales Training Academy takes a different view. It treats negotiation as a structured part of the sales process where you decide, calmly, what you can flex and what you must protect.
Know your numbers before you talk
Good negotiation starts long before you discuss price.
You learn to:
Understand your real margins
Know the cost of added services or flexibility
Identify where you can offer options without harm
Training helps you practise conversations based on realistic scenarios. You work through role-plays where prospects ask for discounts, extended terms or extra scope. You learn to think clearly instead of reacting.
When “no” is the right answer
One of the most powerful ideas in the advanced course is that negotiating is a choice.
You explore:
Deals that look attractive but strain your team
Relationships where constant discounting has eroded respect
Situations where walking away protects your long-term position
This doesn’t make you difficult. It makes you honest. When buyers sense that you’re clear on your own boundaries, many respect you more.
Keeping the human connection in tough conversations
Industry research shows strong growth in AI and digital tools, yet also a growing concern about keeping the human touch.
In negotiation, that human touch means:
Acknowledging the other person’s pressures
Explaining your position openly
Looking for genuine win-win options, not tricks
The Training Academy uses real case studies from Premium Sales’ own campaigns to show how long-term relationships were protected, even when tough pricing conversations took place.
Where this series goes next
Once you can hold your nerve on value, you’re ready to grow each account more strategically.
The next blog looks at cross-selling, upselling and long-term follow-up – all key topics in the advanced course content. To explore advanced negotiation training, visit the Premium Sales Training Academy.
FAQs: Negotiation in sales
1. How do I stop feeling guilty about holding my price?
Knowing your costs and the value you provide makes it easier. Training helps you prepare so you’re not improvising under pressure.
2. Should I always offer a discount if someone asks?
No. Discounts are one tool, not the default. You can offer payment options, scope changes or other value instead.
3. What if my competitor undercuts me heavily?
You cannot win every price battle. Focus on clarity of value, service and outcomes. Some deals will not be right for you.
4. How do I avoid negotiation feeling confrontational?
Use calm language, focus on shared goals and keep communication open. Treat it as a joint problem-solving exercise.
5. Is negotiation training useful for non-sales roles?
Yes. Managers, founders and account teams all negotiate timelines, scope and resources.