In a competitive environment with long-term relationships and mutual dependencies, it can be very difficult to reconcile opposing interests and propositions – especially if one of the parties has a stronger position. The only way out of such a situation is through structured and balanced negotiation. The Masterclass Advanced Negotiation will teach you how to do this.

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In brief


2 days


2 speakers


June 4th
October 23rd







  • An ambitious professional looking to sharpen their negotiation skills to manage a full negotiation process and see through ‘dirty tricks’.
  • 5-10 years experience in commercial negotiations.
  • A solid foundation of knowledge and skills that will ensure you always enter a negotiation optimally prepared and confident about a positive result.

The Masterclass Advanced Negotiation explores the essential aspects of negotiation, including its fundamental principles, content, processes and behaviour. The lecturer takes you through the phases of commercial negotiation and provides best practices, ready-to-use concepts and proven negotiation tactics that you can use to ensure you enter every negotiation optimally prepared and confident.

Throughout the masterclass, you will continuously translate your acquired knowledge and skills into your personal negotiating style.

The investment for the 2-day Masterclass Advanced Negotiation is 1.595€. This includes a course folder (with playbook) and full catering. (Excludes 21% VAT.)

Learning Experience

Course overview

Basic principles of negotiation

  • What characterises a negotiation situation?
  • Which rational and emotional factors most strongly influence a negotiation
  • Negotiation on a substantive, process and behavioural level

Phasing of negotiations

  • Explanation of phases of commercial negotiations
  • Introductions preparation tool and negotiation playbook
  • Balancing between cooperative and competitive negotiation

The perfect preparation

  • Analysis and qualification of the negotiating context
  • Determining interests and goals
  • Determine strategy and tactics

Open effectively

  • Setting the scene
  • Starting and positioning
  • Directing the process

Concessions and influence techniques

  • Congruent, distributive and integrative bargaining
  • Creating value and claiming value
  • Working with a concession matrix

Closing the deal

  • Dealing with (price) objections and removing blockages
  • Concluding the negotiation
  • Consolidating the result

*The training programme may differ from the above outline

Core concepts

Course contents

  • Claim & create value
  • Manage complex negotiations
  • Rational & emotional impact on negotiations
  • ISAM negotiation playbook

Masterclass Advanced Negotiation

The lecturers

The Masterclass Advanced Negotiation is taught by, among others, negotiation expert mr. George van Houtem MBA and Valerie Tuytschaever.

More information

Request a brochure

To receive the ‘Masterclass Advanced Negotiation’ course brochure, fill in your details below and click ‘request’. We will also contact you to discuss the course and assess how well it aligns with your ambitions.

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    Masterclass Advanced Negotiation

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