This high-impact, interactive masterclass is designed for business owners, sales professionals, and client-facing teams who want to improve.

This high-impact, interactive masterclass is designed for business owners, sales professionals, and client-facing teams who want to improve how they negotiate, protect margin, and confidently close deals.

It focuses on one core truth: People don’t lose deals because of price. They lose them because they don’t understand value.

By the end of the session, delegates will:

* Understand the psychology behind negotiation (why buyers push back)

* Learn how to control conversations without being pushy

* Gain practical frameworks to handle objections confidently

* Improve closing techniques without resorting to discounting

* Leave with real phrases, structure, and confidence to apply immediately

1. The Truth About Negotiation

Why most people get negotiation wrong

The difference between negotiation vs. value conversation

The biggest mistake: negotiating too early

Reframing “price objections”

Key takeaway: Negotiation starts long before price is mentioned

2. The Psychology of the Buyer

How modern buyers actually make decisions

Logic vs emotion (what they say vs what they mean)

Fear, risk, and the need for certainty

Why “I need to think about it” really happens

Interactive Exercise: Break down real-life objections from the room

3. Controlling the Conversation

How to lead without sounding like a salesperson

Asking better questions (and actually listening… rare skill, apparently)

Positioning yourself as the trusted advisor

Creating urgency without pressure

Framework: Simple questioning model to uncover real buying motives

4. Handling Objections Like a Pro

The most common objections:

“It’s too expensive”

“We’re speaking to others”

“Now’s not the right time”

What to say (and what definitely not to say)

Turning resistance into progress

Participants practise responses (this is where it clicks)

5. Closing Without Discounting

Why discounting kills your business (slowly… painfully…)

How to close naturally and confidently

Recognising buying signals

Simple closing techniques that feel human, not scripted

Key takeaway: Closing isn’t a moment. It’s a process.

6. Bringing It All Together

Real-world application

Personal action planning

What to do differently tomorrow

Key Outcomes for Attendees

Increased confidence in negotiation situations

Improved conversion rates

Stronger margin protection

Better quality client conversations

Clear structure to follow in real sales scenarios

Free flowing tea/coffee provided on the day.

DARREN NEILL - SALES GEEK

Darren Neill is an inspiring public speaker, sales strategist, and trusted growth partner for ambitious businesses. As lead Geek at Sales Geek for East, Central and West Lancashire, Darren and his team work with organisations of all sizes to unlock potential, drive consistent sales performance, and develop people into confident, capable leaders.

With a background in building and scaling high-performing sales teams, Darren brings structure, clarity, and strategic focus — but it’s his passion for people that sets him apart. His mission is simple yet powerful: to leave every person and business in a significantly better place than when he found them. Whether he’s working with a start-up or an established SME, his energy, empathy, and no-nonsense coaching style help individuals tap into strengths they didn’t know they had.

Known for his ability to inspire and empower, Darren is a sought-after speaker who delivers thought-provoking, practical sessions that stick. He specialises in sales psychology, leadership development, and building bulletproof sales processes that scale with the business

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