Sell the Value. Negotiate the Deal. Four Hours Each, Live Online.
Two live virtual workshops from the Small Business Academy — one for selling, one for negotiating. October 28 and 29, 2026. $499 per seat.
More dates coming
Additional Sales and Negotiation dates are being scheduled.
Small businesses lose money in two places: the story they tell when they sell, and the position they hold when they negotiate. Each workshop fixes one of them in an afternoon.
Credibility
RATED THE ACADEMY “TRANSFORMATIONAL FOR THE BUSINESS”
WOULD RECOMMEND TO PEERS
REPORTED A MATERIAL CONFIDENCE UPLIFT WITHIN WEEKS
Who’s it for
Founders and owners, and the people who sell and negotiate for them — sales, account management, procurement, and finance. No prior training assumed. Come with a live deal or a customer you are trying to win.
- Buyer meetings, category reviews, and distributor deals
- Co-manufacturing, ingredients, and packaging
- Rent, insurance, services, legal & contracts
- Investors, employees, and acquirers
Key Outcomes
- Sell on value instead of defending price
- Turn a customer’s real challenge into a solution they will pay for
- Protect margin when the conversation gets uncomfortable
- Walk into any negotiation with a plan instead of a hope
- Keep the business after the yes with a scorecard both sides own
Negotiation Workshop — The Four-Hour Arc
Wednesday, October 28, 2026 · 1–5pm ET · $499 per seat. Live and facilitator-led, cameras on. Every participant negotiates twice and gets feedback both times. Timings indicative.
01 — Not All Negotiations Are Alike
0:00–0:45 · What negotiation actually is, and when it starts. Assess trust and complexity to place your deal on the spectrum — Distributive, Trading, or Integrative — and choose the strategy that fits.
02 — Fundamentals + Live Negotiation #1
0:45–1:45 · Objective clarity, the walk-away point, the anchor offer, the zone of possible agreement. Then you negotiate a supplier–retailer case and debrief on where you opened and where you landed.
03 — Eight Principles, Caught on Video
1:55–2:50 · We replay your negotiation clip by clip and name what cost value and why: proposals, soft offers, strategic silence, fairness bias, home vs. away, and planning your moves.
04 — Plan, Prepare, Execute + Live Negotiation #2
2:50–3:45 · Power, leverage, and alternatives applied to the deals you actually face: contracts, investors, acquisitions. A second negotiation, then structured peer feedback. Q&A to 4:00.
How It Runs
Breakout-room negotiations, live polls, video case reviews, and planning documents you keep. No pre-reading required.
Who It Is For
Founders and owners, and the people who negotiate for them: sales, procurement, and finance. Come with a live deal in mind.
Sales Workshop — The Four-Hour Arc
Thursday, October 29, 2026 · 1–5pm ET · $499 per seat. Discover · Identify · Sell-In · Implement. Breakout exercises built on your own customers, not a textbook case. Timings indicative.
01 — Discover · Client Needs
0:00–0:50 · Selling vs. telling, and the Triple Win: a win for your brand, a win for the customer, a win for their customer. Map one live customer’s biggest challenge.
02 — Identify · Value-Based Solutions
0:50–1:45 · Build insights from the data you already have. Illustrate value in the customer’s currency — traffic, basket, margin, category growth — not case volume.
03 — Sell-In · The Selling Story
1:55–2:55 · Build a client-centric selling story, design the meeting so the buyer arrives at the answer, and handle objections without discounting. Deliver it in pairs and go again.
04 — Implement · Measurable Value for Both
2:55–3:45 · An Aligned Scorecard that turns a one-time yes into a relationship. Think, Feel, Do. Plan the next call before you leave this one. Q&A to 4:00.
How It Runs
Live and facilitator-led, cameras on. You leave with the toolkit: Relationship Assessment, Client Insight Summary, Value Selling Framework, Selling Story Outline, Meeting Plan, Aligned Scorecard.
Who It Is For
Founders and owners who sell their own product, and the people who sell for them: sales, account management, brokers. Bring one customer you are trying to win or grow.
Simple Pricing — $499 Per Seat
Four hours, live online, and built so everyone takes part and gets feedback.
Negotiation Workshop — Wednesday, October 28, 2026, 1–5pm ET.
Sales Workshop — Thursday, October 29, 2026, 1–5pm ET.
Book a seat on either workshop from the tiles at the top of this page.
Need a larger group? We’ll set up a program specifically for your team, and group discounts apply.
Negotiation Workshop
Wednesday, October 28, 2026
1:00 – 5:00pm ET · $499 per seat
Four hours. Two live negotiations. A process you will use the next time a supplier, customer, or investor puts a number on the table.
The two-page brief covers the full four-hour arc, the eight principles, how the day runs, and who it is for.