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Rule Number 12 Smile and Say ‘No!’ until Your Tongue Bleeds

Attributed to Harvey Mackay in his pithy book “Swim With The Sharks Without Being Eaten Alive”, I like this adage because it is, like many other aspects of negotiation, so counter-intuitive.In his view (and ours), you’ll be amazed how much the terms of your deals will improve when you learn to say ‘No’.

However, there is a heck of a lot more to this expression than first meets the eye.

Rule Number 11 Understand the Power of Silence in a Negotiation

We live in a world of noise where silence has almost ceased to exist. A significant majority of people are uncomfortable with it and seek to fill it even with mundane background noise. We regularly see this manifest itself in countless businesses where we see people in meetings and negotiations talking too much, tripping over themselves to ‘lead the conversation’ or to interject as soon as the other person pauses so that they can post their arguments. It is as though silence is to be avoided and immediately filled...

Rule Number 10 Be Prepared to Walk Away from the Table Without a Deal

There is nothing quite so empowering to a negotiator that knowing that they can walk away from the deal if necessary. This hugely important factor enables them to be assertive on their goals, confident that if an acceptable deal is not reached, they have an alternative option. Similarly, the other party will sense this too and will be commensurately wary of pushing too hard. Unfortunately, the opposite is true too! Having no alternative, such as in a monopoly situation, can leave you in a very vulnerable position.

Rule No. 9. “Give away nothing for Free”

When negotiating, a good mindset to adopt is the one that says everything has a value and that nothing should be given away for free.Yet, far too often well-intentioned or naïve negotiators give away items to the other party when they need not.The irony being that by giving it away too easily, its value becomes much diminished for the recipient.

Rule Number 8 "Learn to Communicate"

To negotiate people must have the ability to exchange ideas, concerns, proposals and arguments – in short, communicate effectively.

Rule Number 7 "You Will Reap That Which You Sow"

In negotiation, and in life, everything that you do has repercussions – actions have consequences. It comes back to you one way or another.

Rule Number 6 "People Buy From People – So, Understand the Three Types of Proof Used By Persuasive Speakers"

Absolutely fundamental to negotiation is our ability to persuade others to accept our view.

Rule Number 5 "All customers / suppliers have a different value to you"

“There are, of course, many ways by which sellers can categorise or segment their customers. By far the most common is size or revenue, but this is simply not adequate if you want to determine how to manage a relationship or how to negotiate with a customer. ”

Rule Number 4 "Clarify and Understand your own Value Before you start"

“Value is the extent to which a product or service is perceived by the other party to meet his or her needs or desires, measured by their willingness to pay for it. It commonly depends more on their perception of the worth of the product than its intrinsic value.”

Rule Number 3 "Know your enemy and know yourself" Sun Tz

There was no greater war leader and strategist than Chinese military general Sun Tzu. His philosophy on how to be a great leader and ensure you win in work, management, and life is often quoted – for good reason. Sun Tzu also states the “Every battle is won before it is fought” – a point we picked up in our Rule No2.

Rule Number 2 Negotiations are won in the planning, preparation and rehearsal, not at the table.

In our experience, only one third of the delegates attending our programmes spend more than one hour planning, preparing and rehearsing for a negotiation. Often this is done in a café, taxi or train en-route to a customer, or in a rushed pre-meeting, which is prone to regular interruptions, just prior to a key meeting with a supplier!

Rule Number 1 If you do not ask – You will not get!


Advanced Analytics and Advanced ...

November 2020

Quote from a Project Sourcing Manager for one of our clients, who attended Advanced Analytics and Advanced Negotiation Training in Europe (just pre pandemic), and has then been through a 6 month review 1:1 with one of the tutors via Video Conference, and has agreed a specific go forward plan for that person to grow her skills even more—a key part of the Embedding Process. "Thank you very much for the feedback but also for the overall negotiation training. I have really learned a lot and the support from you and Simon was great. The materials we got are also an excellent resource to look into again to refresh the techniques from time to time and before negotiations. There is so much that I could already implement and benefit from in my daily work and I look forward to further practice."

Persuasive Sales - Consult Searc...

August 2020

NewDawn conducted Persuasive Sales Training for Consult, Search and Selection in July 2020. The objectives were:

•To help the sales team develop and communicate a succinct, compelling, relevant, differentiating and customer-centred sales story about themselves and CSS.

•To increase the revenue value and customer lifetime value (CLV) of existing clients to CSS through cross-selling and upselling techniques.

•To learn and practise how to ask great questions to uncover a client’s real business needs.

•To understand the importance of the right attitude, behaviours and communication skills with clients.

•To understand the nature and importance of likeability and trust in relationships and how this might impact commercial outcomes

•To discuss and understand the real value of CSS for the clients in order to increase the number of retained versus contingent opportunities

Very positive feedback and reaction from the management team and delegates:

  1. "Simon was brilliant, the whole package from start to finish"
  2. "This was by far the best training I have done"
  3. "I'll start with Simon Buzza, 11 out of 10 - absolutely mental! Best person I have listened to. It was a pleasure to learn from him and the way he spoke was incredible. I am taking his lessons on persuasive selling as I attempt to break into new markets.
  4. "Extremely positive feedback company wide (even scoring a solid 11/10 on one report!) and a general consensus that the team are starting to apply techniques they learnt from your session and apply these to their everyday roles"

NewDawn support for one of the w...

July 2020

NewDawn has been working through 2020 with one of the world’s largest Sovereign Wealth Funds to help transform their procurement capability. This has included development and implementation of policy, strategy, procedures and processes. Due to the COVID-19 situation we have been forced to operate remotely from their team, which provided extra challenges for all. Their feedback shows they have been delighted with our support:

  • “You are the most professional of consultants that we have worked with”
  • “You listened to our needs and created the procedures around us, which was very good”
  • “We would not be where we are without your help & support”
  • “You have been very patient with us, and we appreciate that”

NewDawn and CIPS sign Framework ...

July 2020

Jan 2020. The Chartered Institute of Procurement and Supply (CIPS) and NewDawn have signed a Framework Agreement for the provision of services in support of the CIPS Procurement Excellence Programme.

Category Market Positioning for ...

July 2020

NewDawn led a module on Category Market Positioning for Sales Leaders in the Consalia Sales Leadership Masters Programme. The module helps the cohort delegates to understand how purchasers think and operate in order to help them manage relationships with the procurement world more effectively.

NewDawn Briefing - Negotiating d...

May 2020

NewDawn publishes advice for negotiators on how best to negotiate during the current lockdown and emergency.

Procurement Skills Development a...

February 2020

A unique skills development programme, developed in 2014 for a global manufacturer in the milking industry for the Global Sourcing teams, continued to run again in both 2018 and 2019. The latter programme was at the specific request of one of the main board who had seen significant ROI, and wanted to extend it to a number of very senior managers in other functions who have an impact on the overall value improvement programme.

Persuasive Selling and Advanced ...

December 2019

Working with a Private Equity client to upskill their Business Development Team in Complex Relationship based negotiations, with regard to the acquisition, and then improvement, of private schools. Subtle but effective processes have been successfully implemented and client is ahead of target.


We are privileged to have worked with some of the best global, regional and national companies. Here is a snap shot of some of those companies:

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