Enhancing Negotiation and Stakeholder Engagement Skills for Sales and Marketing

Negotiation, Stakeholder Management, and Influencing – Sales and Marketing Focused

This module is designed to equip participants with essential negotiation and stakeholder management skills, particularly within the context of sales and marketing. Participants will learn the psychology behind effective stakeholder management and influencing techniques.
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Course Overview

The course will cover key topics such as negotiation strategies, positioning, securing stakeholder commitment, stakeholder mapping, effective communication, the House of Change model, Change Readiness Assessment, and an introduction to the ADKAR model. Participants will gain practical skills to assess stakeholders’ readiness for change and develop strategies for communication and engagement based on stakeholder profiles.

Course Objectives

  • Understand the psychological principles behind negotiation and stakeholder management in sales and marketing contexts.
  • Develop negotiation skills to effectively influence stakeholders and secure commitment.
  • Utilize stakeholder mapping techniques to identify and prioritize key stakeholders.
  • Apply effective communication strategies tailored to stakeholder needs and positions.
  • Conduct a Change Readiness Assessment and use the ADKAR model to guide stakeholder engagement efforts.

Course Content

Foundations of Negotiation and Influencing

  • Understanding the psychology of negotiation and its application in sales and marketing.
  • Key principles and strategies for successful negotiation and influencing.
  • Techniques for identifying and mapping stakeholders based on influence and interest.
  • Prioritizing stakeholders and tailoring engagement strategies accordingly.
  • Strategies for gaining buy-in and securing commitment from key stakeholders.
  • Building and maintaining strong relationships to support ongoing sales and marketing efforts.
  • Crafting messages that resonate with stakeholders and drive action.
  • Best practices for communicating with diverse stakeholders to foster trust and alignment.
  • Conducting Change Readiness Assessments to evaluate stakeholder positions.
  • Applying the ADKAR model (Awareness, Desire, Knowledge, Ability, Reinforcement) to support stakeholder management.

Who Should Attend

This course is ideal for sales and marketing professionals, account managers, business development managers, and anyone interested in enhancing their negotiation, stakeholder management, and influencing skills to drive business success.

Course Delivery

This course is delivered in a 3-hour session, available upon request. Participants will engage in interactive discussions, practical exercises, and real-world scenarios to develop and apply negotiation and stakeholder engagement strategies effectively.
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