WHY YOU SHOULD ATTEND
In today’s highly competitive and volatile business environment, organizations face increasing pricing pressure, complex stakeholder ecosystems,
supply chain disruptions, and internal coordination challenges. Traditional sales techniques are no longer sufficient to secure sustainable growth
and protect margins.
The Advanced Sales & Negotiation Certificate is designed to equip professionals with value-based sales thinking, advanced negotiation skills,
and disciplined commercial execution. The program blends strategic sales concepts with real-world negotiation simulations, enabling participants
to navigate customer, supplier, and internal negotiations with confidence and clarity.
BY ATTENDING THIS CERTIFICATE, PARTICIPANTS WILL:
- Shift sales conversations from price-driven to value-driven logic
- Strengthen negotiation effectiveness in high-pressure B2B contexts
- Improve internal alignment to support external commercial success
- Build structured, repeatable sales and negotiation behaviors
- Apply immediately actionable tools to real commercial challenges
INSTRUCTIONAL LEARNING OBJECTIVES (ILOS)
By the end of the course, participants will be able to:
- Execute value-based sales strategies that reduce price sensitivity
- Apply advanced negotiation frameworks in complex, multi-stakeholder settings
- Manage internal and external negotiations with discipline and clarity
- Strengthen commercial judgment and decision-making under pressure
- Build customer-centric sales and negotiation practices that support growth
TARGETED AUDIENCE
This certificate is designed for:
- Sales managers and sales executives
- Key Account Managers
- Business development and commercial professionals
- Entrepreneurs and SME owners
- Professionals involved in B2B sales, procurement, or negotiations
The program targets participants with professional experience in commercial, sales, or negotiation-related roles, while remaining accessible
to a broad executive audience.
COMPETENCIES DEVELOPED THROUGH THE PROGRAM
In this section, the course designer pinpoints the various technical and behavioral competencies that will be developed through the course material,
including its exercises and activities.
- Ability to design and apply AI-powered workflows in business operations.
- Skill in using AI tools (Gemini, ChatGPT, Sheets) to generate insights and automate processes.
- Improved data literacy for forecasting, reporting, and decision-making.
- Enhanced capability to personalize customer and employee communication with AI.
- Responsible AI mindset with awareness of bias, risk, and governance.
LANGUAGE OF INSTRUCTION
English
COURSE DETAILS (MODULES & HOUR DISTRIBUTION)
Total Contact Hours: 18 hours
Each module corresponds directly to the Instructional Learning Objectives and is delivered through interactive lectures, case discussions,
simulations, and applied exercises.
MODULE 1: VALUE-BASED SELLING
& NEGOTIATION FOUNDATIONS
Duration: 6 contact hours
What is covered
- Market realities in competitive B2B environments
- Understanding customer value perception
- Differentiating “value” from technical features
- Price vs. value logic and the Cost of Ownership (TCO)
- Why pricing pressure occurs and how to neutralize it
How it is delivered
- Interactive discussions and executive-level examples
- Negotiation Bingo (engagement exercise)
- Reality Wall: mapping real customer & pricing challenges
- Case-based simulations on pricing pressure and LPC negotiations
Related ILOs: 1, 2
MODULE 2: INTERNAL NEGOTIATIONS, SUPPLIER
NEGOTIATIONS & ORGANIZATIONAL ALIGNMENT
Duration: 6 contact hours
What is covered
- Internal negotiations as a driver of external success
- Cross-functional misalignment and its commercial cost
- Supplier and logistics negotiation basics
- Decision-making bottlenecks in organizations
How it is delivered
- Reverse Pitch exercise (Why NOT choose our company?)
- Root-cause analysis using the 5 Whys
- Application of London(?) Organizational Alignment Pyramid
- Negotiation Toolkit: BATNA, Anchoring, ZOPA, Smart concessions…
Related ILOs: 2, 3, 4
MODULE 3: CUSTOMER ACQUISITION, STORYTELLING
FOR INFLUENCE & GROWTH STRATEGY
Duration: 6 contact hours
What is covered
- Customer acquisition and pipeline discipline
- Ideal Customer Profile (ICP) and opportunity prioritization
- Sales funnel management
- Storytelling as a negotiation and influence tool
- Market expansion and export decision frameworks
How it is delivered
- Customer acquisition playbook exercise
- Opportunity Scoring Matrix application
- Storytelling framework: Situation → Challenge → Solution → Impact
- Export Market Attractiveness Matrix
- Negotiation Toolkit: MSLP, Nibble, Silence…
- Final commitment-to-action exercise (30-day execution plan)
Related ILOs: 1, 4, 5
CERTIFICATE DURATION AND METHOD OF DELIVERY
Total duration: 18 contact hours
Program length: 3 weeks
Weekly frequency: 2 sessions per week
Days: Tuesdays & Thursdays (TTH)
Session duration: 3 hours
Time: 5:00 PM – 8:00 PM
Method of delivery: Online (live, interactive executive sessions)
TESTING AND CERTIFICATES
As the program is less than 24 contact hours, no formal examination is required. Participants who attend the sessions will receive
a Certificate of Attendance.
CERTIFICATE DELIVERABLES
Every participant receives:
- Official Certificate of Completion (Advanced Sales & Negotiation Certificate)
- Full Training Materials Package
- All slide decks (customized for each company)
- Worksheets, templates, and negotiation playbooks
- Export strategy tools
- 30-day execution roadmap
PROGRAM CUSTOMIZATION OPTIONS
The certificate can be tailored to the specific needs of an organization:
- Industry (industrial, manufacturing, FMCG, telecom, pharma, B2B services…)
- Sales structure (field sales, KAM, inside sales, hybrid…)
- Strategy (local expansion, export, distributor network…)
- Negotiation pressure points (pricing, credit terms, delivery, supplier relationships…)
Custom modules can include:
- Distributor management
- Key account planning
- Technical vs commercial alignment
- Pricing governance
- Sales forecasting discipline
- Crisis negotiation (currency fluctuations, supply disruptions)
THE PROGRAM IN ONE SENTENCE
A high-impact certificate elevating sales teams from transactional negotiation to strategic commercial leadership.
FACILITATORS
Dr. Omaya Kuran
Short Bio
Academic Education & Expertise
Dr. Kuran holds a Doctorate in Business Administration (DBA) from Université Jean Moulin Lyon 3 and an MBA from the Lebanese American University.
She currently serves as Associate Professor, Chairperson, and Director of the DBA Program at the University of Balamand’s Faculty of Business and Management.
Professional Experience
With over two decades of experience in higher education and consulting, Dr. Kuran is a recognized subject matter expert in organizational development.
She has served as an extensive trainer for SMEs and youth, spearheading initiatives in business development, advocacy, and financial literacy for projects
founded by USAID, the EU, and the UN. A prolific researcher, her work is widely published in international journals, focusing on entrepreneurship and organizational change.
Dr. Layal Omran
Short Bio
Academic Education & Expertise
Dr. Omran holds a Doctorate in Business Administration (DBA) and specializes in bridging academic theory with high-impact corporate strategy.
She currently serves as the Business Development Manager and a Lecturer in Management and Marketing at the University of Balamand Faculty of Business and Management.
Professional Experience
Dr. Omran began her career in the commercial banking sector, specializing in relationship management and customer service excellence.
Transitioning into corporate training, she has empowered diverse teams through workshops on negotiation, communication, and business solutions.
Beyond the classroom, she is an international intervention researcher, collaborating with global organizations to drive structural transformation and enhance operational performance.