Commercial Negotiation Skills Essentials

Maintain resilience in the face of more challenging negotiations

The techniques taught and practiced can be used to help them in all kinds of negotiations, including client fee contracts and scope of work, as well as other partner and supplier discussions and agreements. This confidence helps them maintain resilience in the face of more challenging negotiations.

Who is this course for?

This course is aimed at people with some negotiation experience who want to improve their game, particularly when it involves a tricky client/agency fee negotiation or dealing with procurement.


It provides a robust yet flexible framework and a checklist of how to prepare effectively. It helps attendees feel, and appear, more confident in their negotiations, whether face-to-face or by phone. 

  • The six-step process of Preparation, Questioning/Listening, Signalling, Proposing, Bargaining,
  • Closing
  • The role of the relationship – ‘win/win’ and the Pareto principle
  • The importance of preparation - setting goals and objectives (your ideal, target, stretch,
  • BATNA etc. What I can give, what I can get)
  • Defining the negotiation arena
  • Understanding their needs and looking for areas of difference (low value to you, high value
  • to them and vice versa)
  • Establishing the most attractive Beacon (the principle you both aspire to) and when to use it
  • Asking the right questions
  • The power of Empathetic Listening
  • Casting and roles for team negotiations
  • When to persevere and when to walk away

Graham Singleton

Prior to starting Make Yourself, Graham worked at advertising agencies O&M, Y&R, DMB&B and Leo Burnett. Over the last 16 years, he has trained in over 50 companies including Google, AirBnB, LinkedIn, BBC, IBM, BAe Systems, ITN, Channel 4, The Guardian, Just Eat, GfK and many agencies including Publicis Groupe, Ogilvy, DDB, Imagination, The & Partnership, M&C Saatchi and Talon.  

Last updated 01 May 2024