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SALES NEGOTIATION TRAINING

DEFEND™

Most sales reps are losing the price war, discounting when they could be differentiating. The DEFEND program equips your team with the proven frameworks to confidently defend your value, navigate tough pricing conversations, and avoid margin-killing discounts. This isn't about hard-nosed negotiation tactics. It’s about fundamentally changing how your reps position value so they can win more deals at full price.

The Buyer Isn't Fighting You on Price; They're Fighting Their Own Uncertainty

Everyone thinks negotiation is about price, but that's just a symptom. The real issue? Decision-makers lack certainty about the value they'll receive.

When 58% of buyers want to discuss price on the first call and 53% of deals involve direct competition, the traditional approach of features and benefits fails miserably. Conventional negotiation tactics only make this worse, creating an adversarial relationship that undermines trust.

The hard truth is that your customer's receptivity to your message matters more than your value proposition. Until your customer is emotionally open to your recommendation, they'll keep pushing for discounts, no matter how compelling your ROI calculations are.

53%
of businesses say their sales deals involve a competitor
58%
of buyers want to discuss price on the first phone call
41%
of sales reps admit they'll discount to close a deal, even when unnecessary

You're Trying to Protect Margins, but Your Reps Keep Discounting

Even experienced teams struggle to confidently defend value and navigate tough pricing conversations. These are the patterns we see again and again:

Price becomes the focus too early

Reps get drawn into premature price discussions before establishing value, losing leverage and setting the stage for discounting.

Competitive differentiation falls flat

When asked "what makes you different?" most reps deliver generic claims that buyers have heard before, failing to create meaningful separation from alternatives.

Value conversations lack emotional impact

ROI calculations and logical arguments don't change buying behavior because they fail to address the emotional drivers behind price sensitivity.

Reps cave under pressure

When faced with tough objections or negotiation tactics, reps lack the confidence and framework to stand firm on pricing without damaging relationships.

Eliminates Buyer & Seller Resistance

Sellers avoid tough conversations because they intuitively know they will lose. But when they understand the principles that drive receptivity and adopt a new framework for selling, resistance to tough conversations disappears. They learn to change the game and stop negotiating.

Simple & Tactical

Instead of complex negotiation theory, DEFEND provides practical frameworks your reps can immediately apply, like the Contrast + Connect + Convince formula that makes value immediately clear to decision-makers.

Customized

We build the training around your specific competitive scenarios, price objections, and value differentiators, ensuring reps can apply what they learn to real-world situations they face every day.

Tools that Transform

From Word Pictures that make value emotionally resonant to the L.E.A.D. to Why framework for addressing concerns, reps get practical tools that transform how they handle every pricing conversation.

What Makes DEFEND Different?

Change is hard, especially when it comes to pricing conversations. Most negotiation training focuses on tactics and countermoves that feel manipulative. The DEFEND program changes the game by addressing the root cause of pricing pressure and giving your team a completely different approach.

DEFEND

Eliminates Buyer & Seller Resistance
Simple & Tactical
Customized
Tools that Transform

The Impact of DEFEND

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Increased Margins

By confidently defending value rather than discounting, reps protect and even expand margins on every deal they close.

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Higher Win Rates

Reps learn to differentiate your solution in ways that matter to the customer, giving them a competitive edge even against lower-priced alternatives.

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More Confident Teams

By understanding the neuroscience behind buyer resistance and learning proven techniques to overcome it, reps approach pricing conversations with confidence instead of dread.

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Shorter Sales Cycles

When value is effectively communicated and objections are properly addressed, decision-makers move forward more quickly, reducing costly delays.

Who’s a Fit for Our Sales Negotiation Training?

ASLAN provides sales negotiation training for:

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Sales Executives

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Account Managers

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Inside Sales

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Sales Leaders

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Pre & Post Sales Tech Support

What Will Sellers Learn with DEFEND?

This one-day workshop equips your team with the strategies and skills to demonstrate value, overcome objections, and negotiate effectively

01

Enhance Receptivity

Learn the neuroscience behind why customers resist change and how to establish the foundation of influence by eliminating adversarial dynamics.

02

Discovering the Truth

Influence starts here: identifying and quantifying what the customer really wants, their decision drivers, and what's truly on their whiteboard.

03

Framework for Building Value

Master the three-step process to demonstrate value: Connect to their whiteboard, Contrast from the status quo and competition, and Convince with emotional proof points.

04

Objection Strategies

Learn effective strategies for the three types of objections, including how to surface unspoken concerns and address them head-on.

05

Other-Centered Negotiation

Traditional negotiation fosters an adversarial relationship. Learn to eliminate the game, leading to win/win outcomes that protect margins while strengthening relationships.

Want the full curriculum?

Download a complete guide to the DEFEND sales negotiation curriculum.

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Flexible Delivery Options:

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Onsite

Classroom delivery is an immersive training experience where hands-on learning is the name of the game. Role plays, group discussions, and interactive activities help reps shift their mindset and accelerate change. 

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Virtual

Working with a remote salesforce? Virtual training is delivered with a live ASLAN instructor, where participants get the same classroom experience even if they are operating globally.

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Train the Trainer

Already have internal resources in place? Our content can be packaged, and with our three-cycle certification process, your training team will be equipped to coach and drive change.

Client Spotlight: Putting Sales Negotiation Skills to Work

"Before DEFEND, our reps were discounting on almost every deal. Within 90 days of the training, we saw a 12% reduction in discounting and a 9% increase in average deal size. The framework completely transformed how our team handles pricing conversations. Most importantly, it doesn't feel like “negotiation.” It feels like better selling. Our customers are happier because they understand our value, and our margins are healthier because we're defending that value effectively.

VP of Sales, Manufacturing Technology Company

2025-Top-Sales-Training-Ribbon

Sales Excellence Redefined

Our methodology goes beyond traditional sales tactics by equipping sales professionals with the skills to create receptivity and build meaningful connections with prospects. This customer-first mindset consistently drives measurable results. It's this commitment to transforming how sales teams operate that has earned ASLAN recognition from Selling Power Magazine as one of their Top Sales Training Companies.

Sales Negotiation Training FAQ

What is sales negotiation training?

How does the DEFEND program develop sales negotiation skills?

How can better sales negotiation skills improve our business outcomes?

How does DEFEND's approach differ from traditional negotiation training?

How does the DEFEND program support long-term adoption of negotiation skills?

Can sales negotiation skills be measured?

Can DEFEND be customized for different industries or selling environments?

How long does it take to see results after implementing the DEFEND approach?

Have more questions or want to see if DEFEND is right for your team?

A Proven Path to Service Selling Excellence

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Prepare
2
Ignite
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Transform
1Prepare

ASSESS | ALIGN | CUSTOMIZE

Your organization is unique. Your people are unique. You need a rep and leadership development plan that is built specifically for you. Pre-work will be assigned so that all leaders and reps come prepared to learn, having established baseline knowledge of our process, approach, terms, and more.

Time

30-60+ days, with pre-work provided to enhance workshop efficiency

  • In this part of the ASLAN process, we assess your organization’s current competencies and evaluate the desire for change.
  • After the assessment, we will customize the program to each unique role in your company.
  • Finally, we make it a high priority to ensure alignment with senior leadership and build a sustainment plan.

Take the First Step Toward Negotiation Success

Transform your sales team's approach to pricing conversations, protect your margins, and win more deals at full value with the DEFEND sales negotiation program—your complete solution for confidently defending the value of your solution in today's competitive marketplace.

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