Market share rarely moves because a product got better overnight - it moves because someone at the table negotiated a better deal, a longer contract, or a partnership the competition couldn't match. In commercial and marketing work, negotiation is not a side skill; it is the mechanism that decides who grows and who gets squeezed out.

This course from the Arab British Fellowship Training Academy is built around that reality. Every partnership, alliance and marketing-mix decision a company makes ultimately depends on how well it negotiates - with suppliers, with customers, and with the companies it competes against for the same market. Participants will learn how negotiation strategy directly drives growth rate and long-term profit, and how the right approach to relationship-building keeps customers coming back instead of walking to a competitor.

By the end of this course, participants will be able to master:

• The different types of negotiation used across commercial dealings.
• Negotiation strategies specific to marketing products.
• When to use confrontation techniques, and when early withdrawal is the smarter move.
• A distinguished, qualitative approach to negotiation.
• Strategies that shift the balance against a competitor's potential.
• The basic, evidence-based steps behind any solid negotiation process.
• How to recognise the moment to extract maximum value from a negotiation.

This course is designed for:

• Members and heads of negotiating teams and negotiating bodies within companies and institutions.
• Managers of negotiation and external relations branches within companies.
• Entrepreneurs and business owners.

Module 1: Negotiation Postures for Commercial and Marketing Deals

• Negotiating commercial marketing deals.
• The conditions that shape a negotiation before it even starts.

Module 2: Three Strategic Postures to Choose From

• The innovative negotiation strategy.
• The provocative negotiation strategy.
• The immunisation (defensive) negotiation strategy.

Module 3: Tactics That Make a Strategy Work

• Constructive negotiation tactics that support the chosen strategy.
• Core building blocks of any negotiation.

Module 4: From Concept to Close

• The basic concept of negotiation.
• The stages a negotiation moves through, from opening to agreement.