Never Bargain... But Always Be Prepared to Negotiate - How to Coach Your Sales Team


David y
SVP, Wilson Learning Worldwide
Michael leimbach   h
VP, Global Research & Development, Wilson Learning Worldwide
Webinar Recording Details
  • Date and Time
    Thu, Jul 24, 2014 at 10AM Pacific / 1PM Eastern
  • Duration
    1 Hour
  • Cost
    $0 (Free)
  • Want Access?
    Register to view the recording.


The common sales manager nightmare - your salesperson comes in with a “great opportunity,” but …the customer needs a 10% discount. Why does this happen so often? Because your salespeople only know how to bargain (“He wanted a 20% discount but I talked him down to accepting only 10%”)! What we really want salespeople to do is negotiate in a way that is respectful of the customer and the value they seek, while keeping in mind your company’s pricing and strategy needs.

In this session, you will learn the key to increase your capability of getting your salespeople to negotiate and not bargain, with the goal of improving your top- and bottom-line, and keep long-term customers.

During this webcast, you will:
  • Understand the difference between bargaining and negotiation
  • Recognize a critical time to negotiate – during client objections
  • Learn the basic approach to negotiating

If you want a long-term relationship with a customer, it is critical that both you and the customer receive fair value. If you want this long-term relationship, then you need to learn the skills of negotiation.

About David Yesford

David Yesford is Senior Vice President of Wilson Learning Worldwide. With more than 33 years of experience developing and implementing human performance improvement solutions around the world, Mr. Yesford brings valuable experience, strategic direction, and global perspective to his work. Over the years, he has held strategic roles in Wilson Learning Worldwide’s core content areas of sales and leadership, as well as e-learning and strategic consulting. Mr. Yesford is the contributing author of several books including Win-Win SellingVersatile SellingThe Social Styles Handbook, and The Sales Training Book 2. He has also been published in numerous business publications throughout the United States, Europe, Latin America, and Asia Pacific. Mr. Yesford frequently speaks at international engagements, focusing on issues such as sales and sales strategy, leadership, employee and customer engagement, brand, and strategy implementation.

About Michael Leimbach, Ph.D.

Michael Leimbach, Ph.D., is Vice President of Global Research and Development for Wilson Learning Worldwide Inc. With more than 35 years in the field, Dr. Leimbach provides leadership for researching and designing Wilson Learning’s diagnostic, learning, and sales performance capabilities and has managed major research studies in sales, leadership, and organizational effectiveness. He also developed Wilson Learning’s impact evaluation capability and return on investment models. Dr. Leimbach has served as a research consultant for a wide variety of global client organizations, is Editor-in-Chief for a major professional journal, and serves on the ISO Technical Committee on Quality Standards for Learning Service Providers. Dr. Leimbach has coauthored four books, published more than 100 professional articles, and is a frequent speaker at national and global conferences.

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