Commercial Imperatives
Successful
Execution
Closing revenue isn’t enough. The margin must survive the deal
We believe commercial success isn’t just about revenue—it’s about capturing value and holding the line when it matters most.
“Sometimes my colleagues give away too much to close a deal, leaving my team with less to work with,” a CFO bluntly observed.
Every day, executives roll out new pricing models, product expansions, and market initiatives to boost profitability. But too often, those investments fail to deliver.
The reason? Strategy doesn’t fail in design—it fails in execution.
And execution happens one negotiation at a time—to reduce discounting, perfect deal execution, and protect margin.
Most sales teams can close. Fewer can create and defend value in the same conversation.
That’s how profit leaks—deal by deal, quarter by quarter.
Kennedys embeds pricing discipline, structured trading, and deal execution capability where it counts: at the point of negotiation.
Because revenue without control is just volume Clients have seen 3–6% gross margin protection simply by installing structured proposal and trade mechanisms into the sales motion
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.
We help commercial teams embed negotiation governance across the deal cycle from debate to proposal to trade. The result: cleaner pricing execution, tighter cycle times, and improved account profitability across the portfolio.
If a consistent, aggressive, competitively based negotiating attack is not mounted in every case, no buying negotiator can be reasonably confident that the best deal overall has been achieved The late Gavin Kennedy
Margin discipline embedded at the point of sale.
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.
Kennedys Negotiation offers these powerful solutions to build profitable negotiation skills and dramatically improve deals performance
Tailored combinations of live and online
Results Reporting
Skill Reinforcement
Management Coaching tools
Train the Trainer Available
Kennedys Certification Level 1 to 3
For Decision-Ready Executives
Treat negotiation as a profit lever. Not a soft skill
Royal Bank of Scotland achieved a 2.5x shareholder return by doing exactly that.
Talk to us about building negotiation capability where value is won or lost: in pricing pressure, deal execution, and commercial control.
Kennedy’s commercial profitability work is applied across sales, pricing, key account management, strategy, and finance—where margin is negotiated, not assumed.
For Explorers
Not ready to speak yet? Start inside the method
Learn how Kennedy’s Eight-Step / Four-Phase system transforms negotiation from theory into execution—through structure, pressure, and results that hold.
Billions of pounds in deals have been negotiated using this model since 1976.
The NEGOTEK Maturity Assessment shows you where you stand and where you're exposed
In just 8 minutes, 15 sharp questions assess your real-world negotiation capability—across three critical dimensions of the Kennedy Method.
Submit the form to access your diagnostic. We’ll follow up with direct, practical next steps, no pitch, just insight.
