★★★★★ Trusted by 300+ B2B Negotiators in the Last 30 Days
Get Certified Today!
Every deal you don't close, every deal you don't maximize, and every concession you give away, is money out of YOUR pocket.
Whether you work for yourself or someone else, if you aren't maximizing every single negotiation, your take-home pay is less than it should be.
The Complete B2B Mastery Course is based on $3B+ in real deals negotiated. It's structured so you can maximize every deal you negotiate.
100+ lessons addressing negotiation fundamentals, psychology, framing, power/leverage, and dozens of tactics to help you in every B2B deal you conduct.
Add the verifiable Certified B2B Negotiator credential to your resume, LinkedIn profile, or digital brand demonstrating B2B negotiation competence in the areas of negotiation psychology, framing, power and leverage, and dozens of tactics you can apply in your negotiations immediately.
Introductory Offer
Course: $299
Certification: $99
Plus, you also get:
10 FREE CREDITS to the ABN Deal Analyzer tool ($39.99 value for FREE)
The Complete ABN Digital Library - 7 eBooks covering the full breadth of the negotiation lifecycle ($90 value for FREE)
2 months FREE Access to the ABN Insiders Club - the weekly newsletter and community focused on developing the best B2B negotiators in the industry ($29.98 - FREE)
Get $160 of additional value when you enroll today!
One better deal will pay for this course many times over - and you will get many, many better deals from your certification.
Secure checkout. Course access details will be sent after purchase.
STOP Negotiating Without a Framework
Or worse - neglecting your negotiations entirely. That gets expensive.
Most business negotiations are lost before the meeting starts.
Not because the other side is smarter.
Because one side shows up without enough information, without clear targets,
without tradeable value, and without a strategy.
The problem is not that people are "bad" negotiators.
The problem is that most people were never taught a practical B2B negotiation system.
This Course Gives You the System.
The Complete B2B Negotiation Mastery course is built around the Academy of Business Negotiations framework - a practical, operator-tested approach to negotiating real business deals.
In the course you will learn:
The fundamentals of business negotiations
The psychology of negotiation management
How to set and achieve targets with real value to move the needle for your business
How to quantify every deal in terms of P&L impact
How to build offers around value, not just price.
Proper framing to set the stage for a successful negotiation
How to use offensive negotiating tactics to move your business forward
How to use defensive negotiating tactics to protect your business economics
And much more!
This is not theory born in a classroom.
It is negotiation training for people who have revenue, margin, vendors, customers, budgets, and real consequences on the line.
Course Curriculum
Here's what you'll get when you enroll:
Introduction & Overview - 10 Lessons
Negotiating Fundamentals - 13 Lessons
Negotiating Psychology - 17 Lessons
Power & Leverage - 8 Lessons
Negotiating to the Profit & Loss (P&L) Statement - 8 Lessons
Framing the Deal - 9 Lessons
Daily Negotiating Tactics - 10 Lessons
Offensive Negotiating Tactics - 18 Lessons
Defensive Negotiating Tactics - 14 Lessons
That's 107 lessons covering everything you need to know to conduct successful B2B negotiations!
Taught from Real B2B Deal Experience.
$3B Worth
Ken Trent has negotiated more than $3B in business deals, driving more than $100M in net profits, both for and against major brands:
Amazon
eBay
Walmart
Bandai-Namco
Box.com
Razor Scooters
Total Gym
Bowflex
Yeti
Spinmaster Toys
Funko
And hundreds more
His experience includes vendor negotiations, retail partnerships, marketplace strategy, supplier agreements, payment terms, promotional funding, cost reductions, inventory issues, and complex commercial deals.
The course is built from what actually works when both sides have pressure, targets, constraints, and something to lose.
Who This is for
This course is for people who negotiate business outcomes.
The Complete B2B Mastery Course is built for:
Business owners
Founders
Sales leaders
Account executives
Buyers and procurement teams
Vendor managers
Category managers
Operators
Consultants
Agency owners
Partnership leaders
ANYONE responsible for pricing, terms, margin, contracts, or commercial agreements
If you negotiate deals where the outcome affects revenue, margin, cash flow, inventory, growth, or risk, this course was built for YOU.
Who this is NOT for
This is NOT for people looking for cheap tricks.
This course is not about bullying the other side.
It is not about manipulation.
It is not about memorizing one-liners from a negotiation book and figuring out how to use them.
The best B2B negotiations are built on preparation, information, value, trust, leverage, and deal structure.
If you want a practical system for that, you are in the right place.
Better Tools, Better Outcomes
After completing the course, you should be able to walk into ANY business negotiation with specific tools to drive measurably better outcomes.
You will know:
What you're targeting
How to learn what the other side values
How to extract value from your counterpart while protecting your bottom line
How to ask for more without damaging the relationship
How to frame trajectory-changing asks to get your counterpart on board
How drive better performance across multiple counterparts
How to get good business relationships to become great business relationships
Learning to negotiate really is one of THE BEST ROIs in business
One good deal will pay for this course MANY TIMES OVER in return
It's the Best ROI In Business - Enroll Now
Get access to the complete course and learn the practical system behind stronger B2B negotiations
Here's what's included:
Full B2B Mastery Course content - videos, text, worksheets, and concept 1-pagers
Real-world B2B examples from Ken's own experience
Preparation and strategy guidance
Tactics you can apply in live deals TODAY
All of the negotiating concepts and principles derived from $3B+ in deal experience
10 FREE credits to the ABN Deal Analyzer tool - a $39.99 value!
Is this course only for salespeople?
No. Salespeople will benefit from it, but the course is broader than sales. It is for anyone negotiating B2B outcomes - buyers, founders, operators, account managers, consultants, vendor managers, and business leader
Is this about aggressive negotiation tactics?
No. The course teaches practical negotiation strategy. The goal is not to beat up the other side. The goal is to understand needs, create leverage, structure value, and improve business outcomes.
Do I need negotiation experience?
No. The course is useful if you are new to negotiation, but it is also built for experienced operators who want a clearer system.
Will this help with pricing and margin negotiations?
Yes. Pricing, margin, terms, concessions, payment structure, promotional support, volume, risk, and deal economics are all core parts of B2B negotiation.
How quickly can I use this?
Immediately. The course is designed around practical concepts you can apply to your next vendor call, customer negotiation, renewal, pricing discussion, or partnership conversation.
What is the ABN Deal Analyzer Tool?
The ABN Deal Analyzer tool uses AI to analyze an actual deal that you're working on, using the foundational principles of the Complete B2B Mastery Course. It gives you real feedback, including an assessment of your power and leverage, red flags to watch out for, specific tactics to consider applying, an anchoring strategy, an executive summary, and deep research on your counterpart and their business so you can make informed negotiation decisions.
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