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Business Negotiation
The power of persuasion and influence

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This complimentary masterclass is offered at ESOMAR Summer Academy 2019, for more details visit here.


This particular course - Business Negotiation: The power of persuasion – was initially designed for a team of senior international economic advisors who were looking for something different from traditional negotiation training which is based on models and theories. It has since been specially adapted to meet the needs of those from other sectors to enable them to achieve the best solutions when negotiating with external clients and contacts across a wide range of professional and personal issues.

What are the objectives?

To become more a more confident negotiator

To understand and respond to the impact of culture on international negotiations

To build a clear process for negotiations (internal/external, professional/social)

To develop practical communication techniques and skills for international negotiations

What's in it for me?

On completion of this course, participants will have:

  • A greater awareness and understanding of their own negotiation style, strengths and areas for development
  • An understanding of the impact of influence and culture on international negotiations
  • A clear process for conducting successful negotiations
  • Suggestions for understanding and adapting their approaches to their negotiation partners
  • New communication techniques and negotiation skills

Who should attend?

This course will benefit agency and especially, client-side researchers, operations team members or other professionals whose role requires them to negotiate regularly with internal stakeholders. It is also relevant for those negotiating to achieve the best solutions with external clients and contacts across a wide range of professional and personal issues.

If you would like to become a more confident negotiator and ensure your negotiations (professional and personal) are more successful, then this course is for you. You will develop your own negotiation style, learn how to interpret the cultural nuances affecting negotiation and practice tried and tested as well as new negotiation skills and tactics.

The course is interactive with lectures, discussions and activities, providing a balance of peer learning and input from the trainer, based on her own experience of building business in the research industry.

Level of learning?

Intermediate / Advanced

In thinking whether this course is suitable for you, please consider the following questions:

  • Why are some people easier to negotiate with than others?
  • What in particular has worked well to date when negotiating with internal partners (stakeholders) or other contacts?
  • Where there have been difficulties, what has been tricky about these situations and how have you handled them?
  • What has been the outcome to date?

Maximal number of attendees



  • 9.00 – start
    • Welcome, introductions and objectives
    • Understanding successful negotiation:
      - Setting the scene and defining negotiation
      - Exploring your own style
    • The Importance of Influence:
      - Persuasion vs enforcing
      - Push vs pull examples
  • 10.30 to 10.45 – coffee
    • Overcoming cross cultural barriers:
      - Factors affecting successful negotiations
  • 12.30 – 13.30 – lunch
    • Preparing for a successful negotiation:
      - Exploring the key drivers of negotiation partners
      - Good practice in preparation
    • Communication strategy for effective negotiations:
      - Positive language and open questions
      - Negotiation stages in a meeting
  • 15.15 – 15.30 – coffee
    • Negotiation role play
    • Action planning and Q&A
  • 17.30 – close

Workshop leader

Barbara Wilmot

Barbara Wilmot

BW Consulting

Barbara Wilmot is a business consultant and trainer with over 20 years' experience in the market research and professional services sectors. Her work encompasses marketing and communications, business and account development, plus research. As a French and Italian speaker, Barbara is sensitive to the cultural issues and needs of non-native as well as native speakers of English, who all need to communicate effectively today with ever diversifying audiences in an international business environment.

Before establishing her own consultancy in September, 2001, for over 10 years Barbara was a researcher herself and developed commercial opportunities for the then TNS group. Today, in addition to consultancy work, Barbara Wilmot designs and delivers bespoke training courses to meet the objectives of individual organisations. These courses are based on her own, hands-on, practical experience of building business and leveraging client relationships.

Barbara Wilmot has been a business skills trainer for the UK’s Market Research Society since 2006. Her research clients include: BMRB, Ipsos-MORI, FreshMinds, Millward Brown, GfK, Winkle, Opinium Research, Kantar Operations, Lucid, NatCen, MMR Research, FlyResearch, BDRC-Continental, Breaking Blue, Acumen Fieldwork, Accent Research. Other clients include: London School of International Communications, Mathys & Squire, Gingerbread, Skills Development Scotland, Cartus Corporation, Benedictine Institute.