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FROM MICHAEL ZIEBA Dear Colleague The truth is simple: you cannot decide whether or not you want to negotiate, the only thing you can decide and control is how well you are going to negotiate to achieve your personal and business objectives. The way you negotiate can truly make the difference between losing and winning business opportunities, your job and the life you want. Why? It is because negotiation is at the heart of how we deal with each other. The Advanced Negotiation Program is designed to become a source of competitive advantage for you because very few people you negotiate with, understand the negotiation strategies and techniques we are going to equip you with. It doesn’t matter how well you are performing at the moment. If you are a market leader, this Advanced Negotiation Program will give you a sustainable advantage and will consolidate your lead. If you are struggling to make ends meet this program is going to be a life-changing experience for you making your life and your business more profitable and fail-proof towards adverse market conditions. The Advanced Negotiation Program is a cutting-edge, practical, and comprehensive program developed as a result of more than 15 years of negotiation and consulting experience gained in a high-pressure, volatile and demanding business environment, across 35 countries, in the following industries: IT & Telecoms, Pharmaceuticals, FMCG, Banking & Financial Services, Infrastructure & Transport, Automotive, Energy, Oil & Gas. The methodology you will gain access to has been successfully used by Fortune 500 and FTSE 100 organizations as well as by many individuals and small and medium enterprises. The difference that makes the difference: we don’t sell training – we offer comprehensive capability development programs that deliver lasting results. Unlike other training companies, we don’t charge you thousands of pounds and pretend we can develop your negotiation skills over two or three days. The truth is that you can’t build a muscle in a day or even a week. Only with total and continuous immersion, quality coaching and consistent, spaced repetition can one optimize learning experience and achieve lasting results. The Advanced Negotiation Program is your chance to create a sustainable change; this is your chance to experience most powerful and effective negotiation techniques and strategies available. Partnering with Business Negotiation Academy will be one of the best decisions you can make in your life. There is nothing to risk and absolutely everything to gain. I look forward to meeting you soon!

Michael Zieba Founder & CEO PS. Please set aside a few minutes now to read the enclosed information to fully understand how this is unlike any program you have ever experienced – and will equip you with everything you need to dramatically improve your results and increase profits. PPS. Call us today on +44 (0) 1344 291 456 to book your place or contact us at





Advanced Negotiation Program





THERE IS NO OTHER PROGRAM LIKE THIS IN EXISTENCE The Advanced Negotiation Program isn’t just training; it’s an integrated change system designed to accelerate your performance and improve your negotiated results. It draws on the most recent scientific and psychological advances, peak performance strategies, as well as best and leading negotiation practices. We combine our knowledge of what is required to be a world-class negotiator with learning and development strategies that guarantee sustainable changes and performance improvements.

PROGRAM STRUCTURE The Advanced Negotiation Program incorporates a number of activities to meet your individual needs, establish your specific goals and apply proven action plans to support your growth. It has been structured in such a way as to enhance your skills in the way that will best suit your needs, availability and time. OPTIONAL






Individual Negotiation Profiling

A 3 Day Instructor-led Training

A 6-Week Online Advanced Negotiation Training

BNA Negotiation Community Insights, Tools & Templates

BNA Mastermind Group




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INDIVIDUAL NEGOTIATION PROFILING – Research shows that the most successful people share the common trait of self-awareness. Those who understand their natural behavioral preferences are far more likely to pursue the right opportunities, in the right way, at the right time, and get the results. You will be asked to complete three online surveys that assist us in providing you with detailed individual feedback regarding your negotiation behavior, strengths, weaknesses and areas for development.

A 3-DAY INSTRUCTOR-LED WORKSHOP – Imagine yourself in an environment where you are challenged, supported, and have opportunities to mitigate your weaknesses and develop your skills through continuous feedback from peers and the workshop leader. The 3-day workshop is packed with practical knowledge, exercises, videotaped negotiation simulations and individual coaching. Most importantly you will be walking away with your own copy of the BNA Negotiation Preparation & Engagement Checklist, fully geared up to negotiate your very next deal.

The 3-day workshop covers the following: The Negotiator’s Game Plan – Tools and Processes for Effective Negotiation Preparation & Engagement Advanced Negotiation Strategies & Techniques Negotiating for Value and Price Negotiations Negotiating the Impossible – Advanced Strategies for Dealing with Difficult People and Situations Cross-cultural Negotiations Advanced Persuasion & Social Influence Strategies Trading Strategy Planning Setting Winning Negotiation Objectives Negotiation Interests, Questioning Techniques and Decision Making BNA Tools & Templates (incl. the BNA Advanced Negotiation Toolkit)

A typical 3-day workshop agenda:





Module 1

Module 4

Module 7

Module 2

Module 5

Module 8

Module 3

Module 6

Module 9

All modules are supported by practical exercises, negotiation simulations, discussions, group and individual feedback. During these three days, you will master everything you need to know to radically shift your negotiation performance.



The Negotiator’s Game Plan – Tools & Processes for Effective Negotiation Preparation & Engagement Your negotiation results are a direct reflection of your preparation. Successful negotiations begin with effective and thorough preparation. You will be provided with the BNA Negotiation Preparation & Engagement Checklist that will enable you to anticipate and deal with any variety of eventualities during negotiations. The checklist has been designed to help you gain a good understanding of the entire negotiation landscape so you can thoroughly assess at any given time where you are and the best route towards your objectives. The Checklist serves as a roadmap for high-value, complex negotiations, and it remains invaluable for all ad hoc negotiations where you are under pressure to use limited preparation time effectively and efficiently. You will be introduced to: Tools to identify and assess the importance of all parties’ interests, negotiated items and objectives, and position those for maximum impact Techniques to take control of the negotiation agenda and negotiation process Negotiation SWOT analysis BATNA and CNA analysis Team selection and role definition framework Trading strategy framework – how to define and implement an effective trading plan. We do not teach you how to make concessions – we teach you how to exchange value effectively to achieve mutually rewarding and profitable agreements Analytical tools for a better understanding of your counterparts and their interests, and assessing the negotiation context

At the heart of our negotiation engagement methodology is the BNA Influence Exerting Model – a communication and influencing tool explicitly crafted for business negotiators and designed to implement the analysis, plans and decisions concluded during the preparation stage effectively. Here the focus is on what is done and said in negotiation (merits and value), how it is done and said (communication and interaction) and the effectiveness and results. Throughout the program, you will get access to some of the most advanced engagement techniques and scripts that include: framing and reframing techniques for maximum impact, value eliciting techniques, questioning techniques, objections handling techniques, language patterns, meta-programs, presuppositions and others.

The Negotiator’s Game Plan is the ultimate guide, with each step addressing the four major questions:

• WHAT do I want and need? • WHERE and HOW do I start? • HOW and WHEN do I move? • WHEN and HOW do I conclude? This module is not about creating an illusive or vague wish list – it’s a strategic and straightforward set of techniques that work.

Employees are now well equipped to manage scope of their contracts and have fit-forpurpose strategies and tools to deploy in negotiations. We have already achieved significant results: Cost savings for Implementation and Operations in not over delivering on the contract, revenue opportunities in SR as we will not give everything away and/or make customers pay for any delays. Significant improvements in negotiating CRs. Less concessions. Improved employee satisfaction as they are more accountable and in control. K.L. - North America VP, NGA HR



Negotiating for Value & Price Negotiations

One of the toughest challenges that business leaders and sales people face in today’s competitive market is the battle against lower-priced competitors. More than 80% of sales people and organizations make price concessions before closing a deal. The reality is that poorly managed price negotiations can destroy profitability – a decrease of 1% in average prices can bring down operating profits by 8%-10%. How you deal with price reduction demands has a significant impact on your company’s bottom line. Price is a common factor in any commercial negotiations and therefore we are giving it special attention. We look at price negotiations from both sides of the table and equip both sales people and purchasing agents with strategies and techniques to even the odds in price negotiations and achieve value for money from supply contracts. When it’s done well, price negotiation can be the key to additional profits. You’ll receive a blueprint for creating a trading environment, keeping all the pieces of a deal in context and move the conversation away from price alone.

Advanced Negotiation Strategies & Techniques

The Advanced Negotiation Program is about giving you the ability to predict and prepare for any challenges that you may face during negotiations. We know that looking at negotiation as a sequence of negotiation gambits, offers and counter offers and concessions is no longer effective. To be successful, negotiators need new tools and robust processes to optimize time, effort and money invested in making deals, maximize the value they create as they negotiate, and consequently capture that value in a transaction. You need tools to create measurable business value throughout the lifecycle of interactions with your counterparts. Our methodology is not about helping you create a temporary advantage; it is about providing you with sustainable leverage and enabling well-informed decisions in the process. We will empower you with breakthrough negotiation techniques and tools for: Moving from a tactical to a strategic, process-driven approach Building negotiation leverage and negotiating effectively from a position of weakness Generating and assessing creative solutions through negotiation analysis and behavioral decision making Developing fit-for-purpose negotiation strategies Deploying and countering commercial negotiation tactics Joint Problem Solving

Global & Cross Cultural Negotiations

Successful negotiators are culturally sensitive and understand the distinct levels at which cultural differences can be assessed. Negotiating goals, protocols, communications, risk-taking propensity, view of time, decision-making systems, and personal styles, all add to the complexity. We will help you to strengthen your competitive advantage by equipping you with strategies and a checklist for anticipating, diagnosing and determining how to deal with differences that are likely to have a significant impact on your global and cross-cultural negotiations.



Strategies for Managing Disagreements, Dealing with Difficult People, Situations and Objections

What if your counterparts don’t want to engage or use manipulative tactics and dirty tricks to put you under pressure? Difficult, aggressive counterparts, conflict, impasse, stalemates, and objections are inevitable in negotiations. What strategy works best, and how can you negotiate successfully with irrational and difficult people? What is the most effective approach when negotiations get ugly? The first step is to control your behavior and do the opposite of what your counterpart may expect from you. What’s next? How do you overcome your counterpart’s resistance? Should you even try? There is a more effective approach: it’s about helping your counterparts break through resistance themselves. It requires a simple yet powerful strategy and an easy-to-follow process that we will share with you. The process itself is not enough, though. You need to know what to say and how to say it every step of the way. Our ultimate objective is for you to become a Complete Negotiator; hence we’ll provide you with scripts and techniques to turn the tables, disarm your counterpart and move the conversation from a face-to-face confrontation to a side by side collaboration. Throughout the program, you will learn: how to recognise and defuse hard, manipulative tactics how to ask questions to which your counterpart can’t say ‘no’ how to exercise the greatest power you have as a negotiator – the power to reframe the game how to deal with impasse, deadlocks and stalemates

Advanced Persuasion and Social Influence Strategies – Your Hidden Advantage in Negotiation You want someone to do something different from what they are doing now. You want someone to say yes to you, now. How do you persuade another person to buy your product or service? What is it that makes people tick? We will look at language patterns, principles of persuasion and influence, pacing and leading techniques, and modern persuasion strategies designed to shift resistance, focus people on your goals, and generally steer conversations in any direction you want them to go in. Language patterns are one of the most pervasively useful areas of communication because anytime you speak, your choice of words makes a tremendous impact. This unique module equips you with the same techniques that many of the greatest salespeople, political leaders and executives use instinctively. The objective is to give you specific, concrete and usable skills and the bottom line is the time, money and frustration it will save you – day in and day out.

BNA Community, Insights, Tools & Templates

Extraordinary results are not achieved by willpower or mere ‘motivation’, but by using the tools and information that we will give you to obtain a competitive edge. You will be invited to join the BNA Negotiation Community, which comes with a full access to BNA negotiation tools and templates. We will continue to provide you with valuable insights, and those who wish to truly master the art of negotiation will have an opportunity to join the BNA Mastermind Group.




A 6-WEEK ONLINE ADVANCED NEGOTIATION TRAINING – The online training is designed to develop your negotiation capabilities even further, which will help you maintain momentum and re-energize your commitment to your ultimate goals. This part of the program is delivered in a video and mp3 format through our partner technology platform.

The online training commences 2 weeks after the instructor-led training and is customised to address challenges and further development areas, identified by participants during the 3-day workshop. We do not offer generic advice and recommendations, but focus solely on bringing about the desired change for our clients. The 6 training modules will be delivered over six subsequent weeks and will be 45-60 minutes in duration. By simply using the time already available to you - while you’re commuting, driving, working out etc. – you can take advantage of the small, potent distinctions and strategies that can make all the difference in producing real results.

Key Benefits Of Attending This Program It is an immersive and comprehensive program that will both empower and entertain you while you design and follow through on your plan to negotiation mastery. While you are likely to achieve rapid profit increases, our key objective is to provide you with everything you need to gain and sustain a competitive advantage long term. By using the concepts you’ll learn, you will be well equipped to confidently face and conquer any negotiation challenge in your path. Our unique approach and negotiation methodology have delivered a variety of benefits to individuals and organizations of which the most prominent include: Enhanced personal and organizational effectiveness, verbal dexterity and the ability to make better deals, and build strong working relationships with clients, suppliers and internal stakeholders Cross-functional alignment and common negotiation methodology for negotiating and managing critical deals Elimination of excessive discounting and improving margins by negotiating on value not price Savings in time, money and effort to conclude agreements in shorter negotiation cycles Cost reductions that translate into real cost savings Improved financial terms, SLA’s and contract terms

Who Should Attend

The Advanced Negotiation Program is appropriate for: Sales Professionals Purchasing Professionals Vendor Managers Pricing & Marketing Team Members Service Transition and Implementation Teams Solution Architects

Commercial Negotiators Business Owners Consultants Account Managers and Directors Operations and Service Delivery Team



What You Are Getting 15 years of experience compressed into one insightful and empowering program Powerful scripts so you could apply the techniques and strategies immediately All participants receive a copy of The BNA Negotiator’s Toolkit BNA Negotiation Tools and Templates (hard and soft copies) 12-month access to the 6-week online Advanced Negotiation Training A copy of a Personal Development Plan A copy of the BNA Negotiation Preparation & Engagement Checklist Advanced Negotiation Strategies & Techniques Strategies and Techniques for Negotiating for Value Strategies for Dealing with Difficult People, Situations, and Objections Advanced Persuasion and Social Influence Strategies

Program Registration




+44 (0) 1344 291 456




Registration fee includes: • the 3-day instructor-led training workshop • the 6 week online training (access for 12 months)

Registration fee

• negotiation profiling

£2,450 + VAT

• lunch on all days

• course materials

ABOUT US Business Negotiation Academy is a leading specialist negotiation consulting and capability development firm based in the UK. Our core competency is to instill a world-class negotiation capability within organisations and individuals. We achieve this by working collaboratively with our Clients to design and implement customised, performance improvement solutions that include: Development of functional/organizational negotiation capability Design of negotiation processes Deployment of customised negotiation skills training programs Coaching Consulting Services Negotiation Interventions – coaching, consulting and assistance on real-life deals Development of an internal Negotiation Academy portal – a best practice-based support environment

GLOBAL EXPERIENCE Michael Zieba, the Founder and CEO, has designed and delivered negotiation training and consulting solutions to a crossindustry client base across 35 countries:

Argentina Australia Bahrain Belgium Brazil Brunei Czech Republic

China Denmark Egypt Finland France Germany Greece

+44 (0) 1344 291 456

India Ireland Italy Kuwait Latvia Luxembourg Malaysia

Netherlands New Zealand Norway Poland Qatar Saudi Arabia Slovenia

Slovakia South Africa Spain Switzerland Thailand United Kingdom USA

Advanced Negotiation Training Program  

The BNA Advanced Negotiation Program is aimed at individuals and teams who want to be ahead of the game and gain a true competitive advantag...

Advanced Negotiation Training Program  

The BNA Advanced Negotiation Program is aimed at individuals and teams who want to be ahead of the game and gain a true competitive advantag...