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Recording Details


Never Bargain… But Always Be Prepared to Negotiate –

How to Coach Your Sales Team



David Yesford, Sr. Vice President, Wilson Learning Worldwide

Michael Leimbach, Ph.D., Vice President, Global Research and Development, Wilson Learning Worldwide



Recorded: Thursday, July 24, 2014

(60-Minute Session)




Session Description

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 Michael Leimbach, Ph.D.,

Michael Leimbach is Vice President of Global Research and Development for Wilson Learning Worldwide. With over 25 years in the field, Michael provides leadership for researching and designing Wilson Learning’s diagnostic, learning, and performance improvement capabilities. Dr. Leimbach has managed major research studies in sales, leadership, and organizational effectiveness. He has developed Wilson Learning’s Impact Evaluation capability and return on investment models. Michael has served as a research consultant for a wide variety of global client organizations, is on the editorial board for the ADHR professional journal, and serves in a leadership role for the ISO technical committee TC232: Standards for Learning Service Providers. Michael has co-authored four books, has published numerous professional articles, and is a frequent speaker at national and global conferences.

About David Yesford

David Yesford is Senior Vice President of Global Marketing and Support for Wilson Learning Worldwide. With over 27 years of experience developing and implementing human performance solutions around the world, David Yesford brings valuable experience, strategic direction, and global perspective. Over the years, David has had strategic roles in our core content areas of Sales and Leadership, as well as eLearning and Strategic Consulting. David is the contributing author of several books including Win-Win Selling, Versatile Selling, The Social Styles Handbook, and The Sales Training Book 2. He is a frequent international speaker representing on a variety of issues, including sales and sales strategy, leadership, employee and customer engagement, brand, and strategy implementation. He has published in numerous business publications in the United States, Europe, Latin America, and Asia–Pacific.



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