FMCG Negotiation Training

About the course

There comes a point in your brand’s life, where it is imperative that you are trained in Negotiation. Why? Because those on the opposite side of the table to you are.

This 2 day intensive, in person, Negotiation training will ensure you can get the most business value out of every conversation. Attendees will learn the principles of negotiation, tactics and behaviours for different forms of negotiation (from collaborative to hard bargaining), negotiation planning and value banking to get the most from every deal.

This is a must-attend for all sales teams and anyone that regularly negotiates contracts, prices and terms with external suppliers.

Real time practice alongside the use of case studies will help you to understand your natural behaviours when negotiating – and how best to work with them.

In addition, attendees will have 3 months of check-in sessions after the programme to bed in their learning.


  • Deliver more competitive deals
  • Feel confident walking away from the wrong deals
  • Navigate a complex negotiation with logic and structure
  • Identify the signals of negotiation in your opponent
  • For founders: feel confident that your team are getting the best deals possible

The course covers

  • How to adjust your behaviour depending on the circumstances
  • The difference between selling and negotiation
  • Unlocking value and power
  • Tactics to make the other party feel strong
  • Getting comfortable being uncomfortable
  • Behaviours over feelings
  • How to take charge of the negotiation process

Designed for

  • Anyone negotiating large values either on the buy-side (supply chain, marketing and product) or the sell-side (sales team).
  • Great for sales people dealing with buyers, and supply chain / marketers in a buying position.

Meet the trainer

Our brilliant Negotiation Trainer is an FMCG specialist with a depth of experience across negotiation and sales within the consumer goods industry. With a strong background in FMCG from Diageo, Greene King and more, he now applies his experiences to support SME brands to thrive. He is passionate about equipping attendees with the capability to get the most value out of any negotiation and delivers his training courses with energy and enthusiasm.

Hear from your peers…

 “The YF Negotiation Training was highly useful. It’s given me a great set of tools and learnings to use going forward and implement into both professional and personal life. The session involved participation from the whole group and supported where needed – now it’s time to put it all into practice!”


“This Negotiation Training course gave a comprehensive overview of how the negotiation process works. From positioning to behavioural elements, it covered everything and anything that plays into the process.”


“A great course preparing you to negotiate with a number of different customers and suppliers. The course gives you the skills to read the actions of the other party plan, respond and close appropriately.”


“Really great. Learned loads about the theory behind negotiation and provided amazing opportunities to practice.”




  • Location and format: In-person in Central London
  • Duration: 2 full days of training
  • Dates: 5th & 6th June 2024
  • Price: £1,280 + VAT per attendee



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