Sales Negotiation

Sales and negotiation training in London. Consultative selling, key account management and negotiation skills for client-facing teams. In-house.

Sales and negotiation training in London

Shine runs sales and negotiation training for client-facing teams in London and across the UK. The focus is consultative: understanding the client's business, adding value and building relationships that last. Programmes are tailored to your market and use your own deals and scenarios for practice.

Who it is for

  • Sales teams and account managers
  • Client-facing professionals in services firms
  • Sales managers leading a team
  • Anyone who negotiates with clients, suppliers or partners

What your team will be able to do

  • Run better discovery conversations with clients
  • Sell on value instead of price
  • Grow and protect key accounts
  • Prepare for and run negotiations with confidence
  • Influence and persuade without pressure

How it runs

  • At your office in London, anywhere in the UK, at an off-site venue or live online.
  • Formats: a 2 hour online session, half day, full day or 2 day programme.
  • Every programme starts with a discovery call, so the content fits your team, your sector and the results you want.
  • You get an outline and a quote after the call. Enquiries get a reply within one working day.

Programmes we run

Improvisational Toolkit for Persuasion and Influence

In this ever increasing VUCA world, Sales and other client-facing teams cannot simply rely on old models.  A mindset shift towards consultation is required to allow for better rapport and relationship with clients, and identifying needs before they are apparent.  This extensive training program gives delegates the tools they need to develop relationships, identify and fulfill needs, and counter the challenges of constant change.

• Understand how to capture the interest of conversation partners without relying on heavy planning

• Study the brain-based processes in persuasion based on David Rock’s SCARF Model

• Discover and define their own values and values of the conversation partner

• Explore and better understand multiple contexts of interpersonal dynamics

•  Understand how to actively listen while connecting and justifying their wants to the wants of the conversation partner

• Explore questioning types and their purposes to explore and relieve ‘pain points’

• Gain Applied Improvisation tools to develop the skills and confidence to improvise successful persuasive conversations

• Practice the Tools to improve their ability to influence naturally and persuade confidently

• Commit to accountability partnerships to keep practicing and developing the skills

Sales Fundamentals

Although the definition of a sale is simple enough, the process of turning someone into a buyer can be very complex. It requires you to convince someone with a potential interest that there is something for them in making this interest concrete – something that merits spending some of their hard-earned money.


This course will give participants a basic sales process, plus some basic sales tools, that they can use to seal the deal, no matter what the size of the sale.

Value-Based Selling

Shine's program is designed to transform sales professionals from “demand meeting selling” to “creating demand through insight selling” and focuses on adding real value to clients.

Value-added sales-people identify sales opportunities in the industry, then sell the application that best fits the client’s situation. They also know how to sell to each type of buyer based on their personality and background.

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Consultative Selling

As a sales professional, do you focus on your product, your business,  and your numbers; or do you focus on your customer’s business, numbers and challenges?

With the market  becoming more competitive and complex, the consultative sales process will be vital in understanding your customers needs more effectively.

This will provide your leads with value and make it all about them, which is a key step in winning businesses.  In Shine's consultative selling training, we help trainees not only change in mindset from normal sales to consultative selling but to equip them with the consultative selling process and skills.

Key Account Management

As a vital resource for the survival and development of enterprises, large customers have become the main battlefield of competition among enterprises.

Today, under the impact of VUCA, the long sales process, complicated interpersonal relationships, uncontrollable competitors, and tangled benefits distribution… all make key customer sales increasingly difficult.

Therefore, it is particularly important to see clearly the needs and situations of customers, how to use simple and clear methods and tools to promote the sales process, and how to respond to changes in the sales process with the correct strategies and ideas.

Managing Sales Team Effectively

The challenge of managing a sales force is growing ever more difficult as managers are responsible for managing team members across multiple cities, countries and regions.

Today, your team could be spread across London, other UK offices and overseas, with a huge variety of personalities between them.

This course aims to prepare new team leaders and managers of global sales forces.

NLP for Sales

This 4-day program equips sales (who are advanced in NLP’s core skills) with the ability to create powerful change and breakthroughs for those who are important to them.

The program focuses heavily on practice over theory, with more time spent on experiencing and delivering the techniques.

Strategic Negotiation Skills

People learn and practice the art of negotiation from the time they are young children. In business, negotiation can make or break your company.

Making the best deal possible is especially critical in tough economic times. By following several tips, your business can effectively apply negotiating skills in many situations to tighten your bottom line.

Your instructor

Jamie D.

Jamie Dixon is an instructional designer, facilitator, and training consultant. Originally from the UK, Jamie has spent more than 10 years in China. Jamie has worked with over 100 multinational companies throughout China and the APAC region. As a fluent Chinese speaker, Jamie delivers most of his training in Mandarin. Jamie Dixon is the author of his upcoming book Shaping Paths—How to Design and Deliver Training that Actually Works.

Management & Leadership, Communication & Influencing, Facilitation and Train the Trainer, Presentation Skills Training

Learn more

Common questions

Can you run sales and negotiation training at our London office?

Yes. Most programmes run in-house at the client's office in London or elsewhere in the UK. We can also run them at an off-site venue or live online.

Can the training use our own deals and products?

Yes. We build practice around your products, your clients and the deals your team is working on, so the skills carry straight back into the job.

Do you run negotiation training on its own?

Yes. Strategic negotiation skills can run as a stand-alone session or as part of a wider sales programme.

How long are the sessions?

Choose a 2 hour online session, a half day, a full day or a 2 day programme. We will suggest the best length on the discovery call, based on what your team needs.

Is the training tailored to our team?

Yes. We start with a discovery call to understand your people, your sector and the results you want. The content, examples and practice are built around that.

How much does it cost?

It depends on the format, group size and how much tailoring is needed. You get a clear quote after the discovery call. Call 020 4652 9945 or send a message to start.

Talk to us about training for your team

Book a discovery call with Andy Clark. Tell us who you want to develop and what needs to change. You get an outline and a quote, and every enquiry gets a reply within one working day.