The demand on a supplier’s sales & marketing teams to achieve profitable growth has never been greater in the demanding world of UK Grocery Retailing. The bottom line is always under threat. This

CPD accredited Negotiation Skills Training Course goes beyond basic negotiation skills. It focuses on helping Learners to improve their confidence, achieve win:win outcomes, and build long term mutually profitable relationships.

This is a Negotiation Skills Training Course of 1+1+1 classroom days, 4 months apart, with support in between training days designed to make the learning stick. You will experience our unique training method Sticky Learning ®, the course will be delivered by a world class tutor that has worked in the UK Grocery Industry, and our ROI guarantee is included.

This training course changes the way Learners think about negotiation, their approach, and the supermarkets, to feel more equal

Unsure if you need Negotiation Skills training?

Use these buttons to toggle through the course outline.

MBM actions

Learning Objectives

By the end of this Negotiation Skills training course the Learner will be able to:

  • Understand their strengths & weaknesses and how to reduce their weaknesses and improve their strengths.
  • Recognise a good & bad negotiation and be able to thoroughly explain why it was good or bad.
  • Prepare for every negotiation using a structured approach.
  • Identify which stage of the negotiation they are in, at anytime during a negotiation.
  • Have improved confidence when negotiating.
  • Use a variety of tools to reduce deadlock, solve problems, and get their points across more effectively.
Topics covered

Training Topics Covered

These 3 days, over 4 months, will help the Learner to save/increase their profitability, achieve more win-win outcomes, and improve their confidence. The main topics are:

  • Refresh on ‘Learning To Learn’.
  • The map that makes a negotiation.
  • How to manage conflict.
  • Building confidence.
  • Handling deadlock.
  • Email and phone negotiations.
  • An effective negotiator.
  • Negotiation signals.
  • People roles in a negotiation.

For top tips read our Negotiation Skills Blog, e.g. ‘8 Methods of Resolving Conflict‘.

Ideal learners

Ideal Learners

For everyone negotiates, yet the investment in this negotiation training course means that this is ideal for Account Managers, Category Managers, and some Marketers because of their accountability for high sales values. Live negotiations with case studies are an essential part of this programme so it is not for the faint hearted.



“Top Gun (Negotiation skills) challenged me to examine my existing negotiation belief and turned it on its head. I am now prepared, confident and listen going into a negotiation. I now honestly belief in win/win and am thrilled to have been given the opportunity to do the course.”, by Emma Keating, Account Manager, O’Brien Fine Foods. For more testimonials visit written testimonials or video testimonials.

For more testimonials visit written testimonials or video testimonials.

Making the Learning Stick

Hopefully the term ‘Sticky Learning ®’ has intrigued you, whilst you probably guessed a sense of what it is about.

In short Sticky Learning ® is our own unique method that we have developed to help Learners Realise more of what they have learnt, be able to Recall more of what they have learnt, and Retain more of what they have learnt. In 2016 we further upgraded this unique training method to include habits formation as a big part of helping Learners to use more of what they have learnt.

This is good for our clients because it means that the money they spend with us is better invested than with other training providers because the learning is used for longer.

Course duration

Training Course Duration

At MBM we no longer offer 1 day courses due to their limited effect. Our Sticky Learning ® unique training method enables Learners to learn more, learn more quickly, and learn more easily. Sticky Learning ® is a key part of the 4 month training course consisting of pre-work, , Learning To Learn 1/2 day training course, a Foundation day training course, an embedding day, and an Advanced 1 day training course (6 months after the Foundation training course). In between the Foundation training course and the Advanced training course, the Learner will be challenged to complete ‘Sticky Pieces’, which appeals to the 70:20:10 learning model. These are desk based activities that help the Learner to change their behaviour long term by identifying a habit that they wish to adopt to embed the new skill. The Learner is also given:


Learners Per Course 

10 Learners because this drives enough discussion between the learners to explore the skill well, whilst not too many that any one Learner gets ‘lost’ in the debate. If you do not have up to 10 people please checkout our 121 Executive Coaching, which can help just you to learn this skill.



  • For 10 Learners the cost is £225 per Learner per day.
  • The total cost for up to 10 Learners for the training course of 3 days, including Sticky Pieces, and the 5 level evaluation ‘Chain of Evidence’, is £6,750, plus vat.
  • Either held on-site at the client’s premises, or at an off-site venue can be booked and charged back to the client.

Measuring Return on Investment

There are many evaluation methods for training, each trying to find the holy grail of return on investment. We use Donald Kirkpatrick’s four level training evaluation model as a base because it has stood the test of time, since 1953.

Level 1: Reaction: How did the Learners react to the training?

Level 2: Learning: How much learning did the Learners get?

Level 3: Behaviour: How much have the Learners used the learning?

Level 4: Results: How much effect did the Learner’s learning have on performance?

Few training providers measure the return on investment beyond the level 1 reaction. We have added one further level:

Level 5: Sponsor: How much did we achieve the sponsor’s objectives?

Read more about our 5 level evaluation tool and see an example report – ‘Chain of Evidence’.

MBM question mark

Videos & Guides 

Get in touch with us