The Art of Negotiation

“We made things easy for you”

Introduction to The Art of Negotiation

Becoming a master of negotiation is crucial for busy executives who need to control complex situations every day, whether it’s getting the salary you want or a deal you need.

Negotiations are seen as a contest of wills in which power determines the outcome; each party fights it out until there’s a winner and a loser. However this approach produces short-term results and leaves both sides exhausted, resentful and dissatisfied.

Win/Win is an attitude not an outcome

This highly intensive training course will provide you with an effective, efficient and principled negotiation style that will produce agreements to meet the needs of both parties and ensure we all win.

On successful completion of the course delegates will be able to:

  • Recognise the different types of negotiations.
  • Recognise the wide range of personal skills and attributes required to negotiate effectively and how to develop and enhance these.
  • Prepare appropriate negotiation strategies, implement and adapt them as appropriate.
  • Deal with relationship issues, including considering each party’s perception; seeking to make negotiation proposals consistent with the other parties’ interests; making emotions explicit and legitimate; matching, pacing, leading and active listening.
  • Create sufficient capacity to effectively represent your interests in negotiation-power management.
  • Deal with difficult and competitive negotiators.
  • Use a structured approach to the negotiation process.

Course Content


The Characteristics and Skills

  • Personal inventory of attitudes, skills and abilities in effective negotiation.
  • How to enhance skills.

Persuasion and Negotiation

  • Recognising the relationship between the two processes.
  • Determining the negotiating approach and type.
  • The nature of negotiation compared with persuasion the need to change techniques.

The Nature of Power

  • The dynamics of power at individual and organisational levels.
  • Identifying decision processes and influencing factors.
  • Creating capacity to effectively represent your interests.

Planning to Negotiate

  • The key stages of thorough preparation; establishing objectives, determining strategy; determining variables, the roles of the negotiating participants.
  • Using planning tools, key tasks, simulation and practice.

Using questions and questioning techniques

  • Planning question pathways for control; recognising the purpose of questions and using different types of questions.
  • Matching pacing, leading and active listening skills.

Bargaining Styles and Strategies

  • The strategy and tactics for effective collaborative, competitive bargaining.
  • Dealing with difficult negotiators.

Putting together and Putting across

  • Effective negotiation communication through planning and understanding the other party’s personality, styles and decision making approach.

Training Method

The programme is designed to enhance learning through group and individual cases and exercises. There are a number of opportunities to simulate negotiation and bargaining situations, practice techniques and evaluate skill levels. In addition the course leader’s specialist knowledge and guidance are available in all sessions.

The programme will be supported with handouts and post course references. The design of each course will provide for each delegate’s preferred learning style and optimise experiential learning processes.

Tutor inputs will be aimed at giving direction and guidance to ensure effective learning, skill enhancement and attitudes to move with the times. The presentation of each programme will use the most modern technique, materials and equipment.



Course Leader: Bill Levell

His hugely successful career includes appointments for marketing and sales in a wide variety of markets at senior Board and management level (UK and overseas.)

Clients regard him as a visionary thinker and a vital catalyst in the development of their strategic plans and practical implementation of sales and negotiation techniques.

Highly experienced in all aspects of Strategic Development, Management, and Advanced Negotiation. He has developed his own planning and analysis tools, which are now a standard part of the sales and marketing curriculum’s and utilised by blue chip companies’ world wide to automate the decision-making process and create effective plans.

Bill loves sharing his experiences and is a Senior member of the Chartered Institute of Marketing’s Faculty having been a course director for 15 years.

Career Experience

  • Managing Director – £150m Multi-product Manufacturing/Trading company
  • Marketing & Sales Director – Industrial/Speciality chemicals
  • Product Group Manager – Pharmaceutical/Toiletries & 4 brands
  • Regional Sales Manager – Pharmaceuticals/Toiletries
  • Product Marketing Manager – Pharmaceuticals/Toiletries
  • Sales Representative – Pharmaceuticals/Toiletries

Additional Information

Whilst the foregoing information is pertinent, his current experience in running and managing businesses for clients, training and advising their people is much more relevant.

His reputation is founded on a combination of very practical experience and visionary thinking outside of current business boundaries and spanning many markets and industries. He has experience in assisting with the development of creative opportunities for businesses and is regarded as an important catalyst in strategic management thinking.

He is well known for his design and implementation of process consultancy and training programmes, which are both highly practical and stimulating. His wide experience and ability to relate to many situations across a range of markets make his contributions invaluable and easily assimilated.

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