Négociation Commerciale Professionnelle
Négociation Commerciale Professionnelle
Walid Bergaoui
Professional Sales Negotiation
A negotiation isn't won at the moment you sign: it's won well before, in your preparation, your listening, and your self-control in the face of the other party. This training gives you the instincts of negotiators who close — those who defend their margins without breaking the relationship, who turn an objection into leverage and a "that's too expensive" into a balanced agreement. Whether you're selling a product, a service, or a project, you'll learn to enter every conversation with a clear strategy and the confidence of someone who knows where they're headed.
The approach is firmly hands-on and field-oriented. You first decode the drivers of any negotiation — balance of power, hidden interests, psychological levers — then you build your arsenal: meticulous preparation, ranges and walk-away thresholds, and a pitch that speaks to value rather than price. You then train to lead the conversation from start to finish: opening, questioning, handling objections, defending your price, exchanging smart concessions, and locking in the agreement. Each session is grounded in realistic role-plays, modeled on the cases your teams encounter every day, in Tunisia and internationally.
By the end of the program, you walk away with a repeatable negotiation method, ready-to-use tools, and the confidence you need to approach your most delicate meetings. You'll know how to hold your prices, preserve your customer relationships, and close more deals — for yourself and for your company. Negotiation stops being an ordeal you endure: it becomes a skill you command.
What you walk away with
Far more than concepts: a practical toolkit you'll put to use at your very next meeting.
A preparation sheet — objectives, ranges, walk-away thresholds, and a plan B, to fill in before each negotiation.
A value pitch — your ready-made responses to the most common objections, including "that's too expensive."
A concessions grid — to give little, get something in return, and protect your margins.
A personal action plan — your upcoming meetings prepared with the method, right when the training ends.
Program — 12 sessions of 1 hour
A progressive path that starts from the fundamentals of negotiation, equips you with solid preparation, trains you to lead the conversation and close, then cements what you've learned through practice. Each session combines method and role-play.
Module 1 — Understanding negotiation (sessions 1-3)
1. The fundamentals of sales negotiation — selling is not negotiating: stakes, types of negotiation, win-win versus balance of power, and the mistakes that cost you a deal.
2. Your counterpart's profile — spotting the real needs and hidden interests behind positions, identifying the true decision-maker, and adapting your style to each personality.
3. Psychological levers — reciprocity, anchoring, scarcity, social proof: understanding the forces that influence a decision, and knowing how to use them ethically.
Module 2 — Preparing to win (sessions 4-6)
4. Setting your objectives and limits — entry point, target point, walk-away threshold; building your range and your best alternative (BATNA) before you sit down at the table.
5. Building a value pitch — shifting from price to value, translating your strengths into concrete benefits for the client, and preparing your proof points and figures.
6. Anticipating objections and concessions — listing the likely objections and their responses, preparing your concessions grid and their trade-offs.
Module 3 — Leading the conversation (sessions 7-10)
7. Opening and setting the tone — building trust, framing the discussion, and the art of questioning and active listening to get the other party talking before you argue.
8. Handling objections — a method to welcome, understand, and respond; turning the "no" and the doubt into progress toward agreement.
9. Defending your price — responding to "that's too expensive" without discounting, justifying the value, resisting pressure, and holding your margins.
10. Exchanging concessions — giving little to get a lot, the give-and-take principle, and the controlled use of silence and time.
Module 4 — Closing and improving (sessions 11-12)
11. Locking in the agreement — spotting buying signals, closing at the right moment, securing commitment, and preserving the relationship going forward.
12. Case studies and action plan — filmed and debriefed role-plays, difficult negotiations, and preparing your upcoming real meetings with the method.
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