Communications and Marketing
There are no prerequisites.

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Self-Study Video


Course Description

While many people fear competitive negotiations, they actually require much less preparation than a collaborative approach. When using a competitive strategy, you only need to know your own needs, premeditate the tactics you will use, and anticipate the tactics of the other side. This dynamic and practical course teaches you:

  • How to recognize when competitive negotiations are appropriate
  • Rules of engagement for deploying a competitive strategy
  • How to protect yourself from the tactics being used by your competitive opponent
  • How to anticipate and address option concerns or push-backs from the other side
  • The role of trust and credibility when competing

The person with the best preparation and the most expansive set of tactics is the one most likely to succeed in a win-lose negotiation. Build your toolbox with the strategies presented in this course and you'll see an improvement in your results.


Don Hutson, CSP, CPAE

After becoming the most successful salesperson in a national training organization, Don Hutson, CSP, CPAE, established his own training firm and was soon in demand as a professional speaker. Don is a member of the prestigious Speakers Roundtable and was elected by his peers to the presidency of the National Speakers Association (NSA). He received the NSA’s coveted Cavett Award in 1986 and was also inducted into the NSA’s CPAE Speaker Hall of Fame.

Don is the CEO of U.S. Learning, LLC, and the chairman of Executive Books. Don is the author or coauthor of 12 books, including best sellers The Sale, The One Minute Entrepreneur, and The One Minute Negotiator. In addition, he’s been featured on both PBS and Fox News.

George Lucas

George Lucas, PhD, has been a valued resource to organizations as a speaker, trainer, consultant, and coach for over 30 years. He’s the author and coauthor of several successful books, including The One Minute Negotiator: Simple Steps to Reach Better Agreements, a New York Times and Wall Street Journal international best seller he coauthored with Don Hutson (foreword by Ken Blanchard). This widely acclaimed, entertaining, and informative parable-style book has already been translated into over 20 languages.

George held field sales positions with both American Hospital Supply Corporation and Pitney Bowes. He received his MBA and PhD in business administration from the University of Missouri, and subsequently held faculty positions at Texas A&M and the University of Memphis. During his time at Texas A&M, he was a founding faculty member of the internationally acclaimed Center for Retail Studies. He was recognized as a top professor in executive and international MBA programs. While at the University of Memphis, George was a lead faculty member on the development of the first MBA-level B2B negotiation skills course in the United States.

George is currently the director of Coaching and Learning at Schul Baker Partners in Dallas, Texas, and a member of the board of directors for U.S. Learning, Inc., headquartered in Memphis, Tennessee. His vast list of clients includes top firms in the risk/insurance, agribusiness, manufacturing, and distribution industries. In addition, George writes self-study courses for Western CPE.

Course Specifics

Communications and Marketing
Feb 17, 2017
There are no prerequisites.

Compliance Information

Qualifies for CA Fraud: No

Learning Objectives

Upon successful completion of this course, participants will be able to:

Section 1

  • Prepare for business negotiations by building an arsenal of different competitive negotiation tactics.
  • Recognize which tactics may be used by the other side in a negotiation in order to prepare counter-measures.

Section 2

  • Understand the advantages and disadvantages of using a team in the negotiation and, if used, prepare each member by providing training and practicing prior to the meeting.
  • Keep your emotions in check while deploying defensive, fortifying tactics during competitive negotiations.

Section 3

  • Successfully defend your positions in a competitive negotiation by using counter-tactics in response to attacks from the other side.
  • Address the concerns of the other side when engaging in competitive negotiations, in such a way that they feel satisfied with your effort to do so.

Section 4

  • Build and sustain credibility and trust during competitive negotiation.
  • Debrief and evaluate each competitive negotiation session in order to improve future performance and spot opportunities for a move to collaborative negotiations with the client.

Choose Your Preferred Format

Online Access

Get immediate access to a robust collection of learning and reference materials, allowing you to dive deep into the information you need. Our self-study materials are authored by top-quality, industry experts who focus on helping you grasp concepts quickly using real-life examples. Download your CPE to any device, and take it with you so you can learn when and wherever you want. Complete your CPE with an online exam, and enjoy instant grading with the option to print your certificate immediately upon passing.

online access
Hard Copy

Our self-study materials are authored by top-quality, industry experts. You’ll receive a bound notebook of all the course materials, shipped to you within one business day. In addition, you’ll also have full online access. Each self-study package includes a robust collection of learning and reference materials to help you cover the information efficiently and put it into practice immediately.

hard copy
Self-Study Video

Experience high-quality instruction with our Self-Study Videos, available to you 24/7. With more than 80+ videos currently in the Western CPE Self-Study Video library, you can see and hear our expert instructors deliver the information you need in a dynamic way that allows you to immediately apply your learning. Unlike a live course or webcast, you can complete the course on your own time, playing and pausing as needed. Self-Study Videos allow you to complete your CPE requirements on your own time.

hard copy

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