Deal Negotiations: B2B and B2G

Deal Negotiations: B2B and B2G

From Interest to Signed Contracts

Successful negotiations are not about who speaks better, who has the strongest argument, or who offers the lowest price. They are about understanding the human being sitting across the table.

I help founders, business leaders, and commercial teams develop the behavioural awareness and negotiation skills needed to navigate complex B2B (business-to-business) and B2G (business-to-government) deals.

Drawing on my experience in international business, government negotiations, and market expansion across Europe and the Middle East, I focus on the human side of closing deals.

What will you learn?

• Understand the human behind the title: Recognise motivations, fears, pressures, and interests that influence decisions.

• Master tactical empathy: Understand your counterpart’s perspective without necessarily agreeing with it.

• Identify the real decision-makers: Distinguish between influencers, champions, blockers, and those who can actually sign.

• Communicate your value: Move the conversation beyond price and demonstrate why your solution matters.

• Navigate cultural differences: Adapt your negotiation approach when dealing with international businesses and government organisations.

• Break negotiation deadlocks: Recognise why conversations stall and how to move them towards a decision.

My approach

I don’t teach negotiation scripts or manipulation techniques. I challenge how you observe, listen, think, and react when dealing with people.

Through practical examples and real international negotiation experiences, I demonstrate how understanding human behaviour can change the outcome of a commercial conversation.

The outcome

You will leave with a different perspective on negotiation, practical techniques you can apply immediately, and a clearer understanding of how to turn commercial interest into commitment.

Because people don’t sign contracts. People decide to sign contracts.