Sales Negotiation Performance
Customers negotiate every price movement. The mistake is giving concessions without getting value in return
The Kennedy Negotiation Model is the only fully evidence-based negotiation methodology in the market.
It equips sales organizations to avoid the costly error of conceding price or terms without securing equivalent value. By demanding conditional trades, clearly structured offers, and disciplined concessions, the model shifts sales negotiations from reactive discounting into proactive margin protection.
Your Roadmap to profitable outcomes
We bring decades of practical know-how to deliver real value, from strategy to the frontline. Here’s how we help you win:
Commercial Negotiation – How Pricing Weakness Is Eroding Your Bottom Line
"Sometimes my colleagues give away too much to close a deal, leaving my team with less to work with," a CFO bluntly observed.
It’s a common refrain, and a critical vulnerability. In today’s hyper-competitive market, even a 5-10% overspend (BCG, 2022) can devastate your margins, turning hard-won deals into profit drains.
Are you leaving money on the table with every negotiation?
Protecting pricing and executing deals with precision is the cornerstone of commercial success. We’ve witnessed firsthand how weak terms bleed revenue across industries. The good news? It doesn’t have to be this way.
Commercial Negotiation Learn More
The Solution: Strategic Negotiation for Maximum Profit
We empower your teams to transform negotiation from a reactive necessity to a proactive profit driver. We assist in planning, strategizing, and executing commercial negotiations, identifying the right negotiators, and building high-performing teams. By deploying the Kennedy negotiation methodology, you’ll achieve tangible, measurable results:
- Deal Execution Perfected: Imagine transforming strategy into larger, more profitable sales, achieving 10-12% revenue increases. Our proven, evidence-based methodology makes it a reality.
- Pricing Margins Protected: Stop giving away your value. Our focused approach empowers your teams to maximize the value they create during sales, preventing costly concessions and securing profitability.
- Discounting Reduced Consistently: Combat the discount dilemma. Our structured practices sharpen negotiation effectiveness, delivering substantial savings—like the £40 million our clients save across portfolios annually—ensuring your revenue and profit goals are met.
Stop letting pricing weaknesses sabotage your success. It’s time to negotiate for the profits you deserve.
Exactly how much is poor negotiating behaviour costing you? We can tell you
In sales and procurement, teams leak value every day—by failing to prepare, failing to push back, or simply failing to ask. The result? Deals that get done, but not on your terms.
We train commercial teams—on both the sell side and the buy side—to negotiate with structure and intent. That means building tradables, managing pressure, and defending value.
Procurement isn’t just about price—it’s about leverage, terms, and total cost of ownership. Sales isn’t about relationships—it’s about disciplined trading.
Revenue isn’t enough. Margin matters. Stop leaving money on the table
Because in sales, sustainable profitability isn’t achieved by accident. It’s negotiated.
When important deals are on the line, effective negotiating can make the difference between hitting or missing revenue and profit goals.
Here are the facts:
- Sales and service professionals prematurely give away price or terms under closing pressure, damaging margins, and negatively impacting long-term profitability and customer expectations.
- Sales and service professionals are under intense pressure from custo mers to focus on price rather than value during the sales process, weakening negotiation positions.
- Increased competition is resulting in higher customer expectations about cost, speed, quality, and solution customization
- Professional, well-trained buyers are increasingly skilled at extracting costly concessions from their suppliers
Better Negotiation = More Profitable Customer Agreements
Agreements-based methodology transforms your go-to-market strategy into larger, more profitable sales. Unlike traditional sales methods, the Kennedy Negotiation Model proactively embeds structured negotiation discipline from the first customer contact.
It ensures that every concession is linked explicitly to measurable customer value, systematically managing commercial accountability and margin protection.
Business Benefits of Kennedy Negotiation Training
Implementing the Kennedy Negotiation Model significantly improves deal profitability, typically reducing discounting by 10-20%, shortening sales cycles through structured customer engagements, and increasing deal sizes by systematically securing firm customer commitments. This results in predictable revenue streams, robust margin protection, enhanced commercial discipline, and strengthened team credibility.
Participants learn to negotiate as a structured discipline using the proven “8-Step/Four Phase Model.”
They build disciplined behaviours explicitly practised—not assumed—at every negotiation phase.
Skills are pressure-tested through realistic simulations that expose bad habits, challenge complacency, and embed high-performance negotiation discipline.
What you’ll achieve
- Position solutions strategically to optimize deal size and profitability.
- Negotiate effectively throughout the entire sales process—not only at the conclusion.
- Skillfully manage each negotiation phase with structured discipline.
- Build a distinctive “Negotiating Edge” with competitive (red), collaborative (blue), and conditional negotiation skills.
- Understand and strategically exert negotiating power.
- Develop and implement profitable trading strategies.
- Anticipate and confidently counter negotiation tactics and ploys.
- Close negotiations decisively, without unnecessary compromise.
