Advanced Business Negotiations

November 13-15, 2023 | 09:00 – 17:00
SSE Riga, Strēlnieku 4a
EUR 1490 + VAT 


Negotiation is vital in business for individuals and organizations, particularly in management roles such as sales, account management, purchasing, human resources, corporate finance, production, supply chain, and leadership. eaders often negotiate the approaches to implement strategies and their associated budgets and resources and the expectations of a variety of jobs in their organizations. This programme provides practical exercises and simulations to transform participants' perspectives and negotiation techniques from a strategic and tactical standpoint.



This programme is contextualised in business negotiation and is designed drawing on the experience of dozens of negotiation processes and from developing more than 4,000 executives. The programme blends powerful conceptual frameworks with experiential methods to bring about insights that are immediately applicable and transformational. 

In the programme, we will address different types of negotiation in various settings. However, the emphasis will be on integrative approaches to negotiation, where parties aim to reach mutually satisfactory agreements and create mutual value in business contexts.

The programme is:

Integrated - it combines methods and approaches to develop both individuals’ negotiation skills as well as team and organisational capabilities to enable the design and execution of effective negotiation agreements.

Holistic - addressing the cognitive, behavioural and emotional aspects of negotiation

Grounded - emphasising the negotiation outcomes that matter most to you: whether profitability in commercial negotiations, fairness in employee relations or long-term sustainability of political and diplomatic agreements.

High impact - this course will help you maximise value for you if you are engaged in distributive negotiations and for all arties if your context is one where integrative approaches will result in better overall outcomes. 



Javier Marcos Cuevas is visiting faculty at SSE Riga and a Professor of Strategic Sales Management and Negotiation at Cranfield School of Management (UK). He is the Director of Learning for Performance Ltd., a boutique sales and negotiation training practice. He is regarded as an inspiring management educator, researcher and consultant and has 25 years of experience working in academia, consultancy and in multinational corporations. He has delivered negotiation programmes for small and medium-sized businesses as well as for large corporations globally such as Bosch-Siemens, Khuene and Nagel, Unilever.

Marcos also has expertise in negotiation programmes for public entities such as the Department of International Trade, the Cabinet Office, and the Treasury in the UK and for business schools in Europe and the US. He was the Director of Custom Programmes, Executive Education, and Senior Faculty at the University of Cambridge, Judge Business School.  Before his career in academia, he worked for Unilever and Novartis.  

Who should attend

This programme is designed for executives and business leaders working in a number of roles including but not restricted to:

•    Sales and business develoment
•    Operations management
•    Finance and commercial
•    Human resources and talent development


The course addresses three fundamental dimensions of business:

1. Negotiation Processes

  • Structuring an end-to-end negotiation process from planning & preparation, exploration, statement of proposals, through to exchanging concessions and reaching agreements.
  • Defining the approach to identify genuine latent and explicit interests.
  • Consider the appropriateness of distributive, competitive bargaining and the distinct benefits of value-enhancing and relationship-building of integrative negotiation.
  • Employ the core determinants that underpin principled, value-maximizing negotiation.

2. Negotiation Results

  • Critically evaluating the expected negotiation results in business deals.
  • Calculating the importance and cost of concessions offered to the other party.
  • Identifying enablers and barriers to mutually satisfactory deals.

3. Professional Negotiation Competence

  •  Identifying effective negotiation behaviours and the emotional and cognitive underpinnings of these behaviours.
  • The selection and adoption of tactics for influencing others.
  • Developing the ability to self-control under pressure, keeping focus and motivation in the expected results of the negotiation.
  • Raising the awareness of the importance of verbal and non-verbal communication for establishing a certain negotiation climate.

Benefits for the participants

  • An in-depth understanding of the psychological factors underpinning negotiation styles, further enabling the delegate to control those preferences to better suit the context in which she/he negotiates. 
  • Enhanced self-confidence and performance dealing with challenging people, and with his or her own messages and attitudes. 
  • Confidence that results from engaging in deliberate practice in carefully designed negotiation scenarios.

Benefits for the company

  • The ability to formulate and to effectively execute negotiation strategies.
  • Increased organisational capability to create sustainable negotiation outcomes. 
  • Higher profitability as a result of developing ability to claim value for your business in commercial negotiation.
  • Higher level of effectiveness in price increases.

Participation fee

EUR 1490 + VAT

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Laine Vītola
Executive Education Open Programme Manager. Read More
+371 67015820