MKT-310 builds on the professional selling process by focusing specifically on negotiation — the give-and-take stage where a salesperson and customer work toward terms both sides can accept, without either sacrificing the relationship or the deal's value.
Negotiation as a distinct sales skill
The course treats negotiation as its own skill within the broader sales process, distinct from prospecting or initial presentation — it's specifically about resolving the gap between what a customer wants and what a business can offer.
Preserving the relationship while protecting value
MKT-310 covers negotiating in a way that protects the deal's value for the business while preserving the trust and relationship built earlier in the sales process, avoiding negotiation tactics that win a single deal at the cost of future business.
Key topics in MKT310
- Negotiation strategy within the sales process
- Balancing customer needs with deal value
- Common negotiation tactics and countertactics
- Preserving trust through the negotiation stage
- Handling price objections in negotiation
- Closing negotiated agreements professionally
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Worked example: negotiating without eroding trust
- Aggressive tactic: Pressuring a customer into unfavorable terms just to close the deal faster
- Relationship-preserving negotiation: Finding genuine common ground that protects deal value while leaving the customer feeling fairly treated
- Lesson: MKT-310 teaches that negotiation tactics that win short-term but damage trust undermine the very relationship-based selling approach taught earlier in the sales curriculum
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Frequently asked questions
Prospecting, presenting, and identifying customer needs are about building understanding and interest, while negotiation is specifically about resolving a genuine gap between what a customer initially wants and what a business can profitably offer — a different kind of skill involving trade-offs, concessions, and finding mutually acceptable terms. MKT-310 separates negotiation out because it requires distinct tactics and judgment that the earlier relationship-building stages of selling don't fully prepare a salesperson for on their own.
A negotiation tactic that pressures a customer into terms they later feel were unfair can win the immediate deal but damage the trust and relationship that relationship-based selling depends on for repeat business and referrals, meaning the short-term win can come at a real long-term cost. MKT-310 covers this trade-off because sales negotiation, done well, has to protect the deal's value for the business without undermining the very relationship that made the sale possible in the first place.