BECOME A NEGOTIATION HERO: IN SALES & PROCUREMENT
The Negotiation Story Book! Coming Summer 2025!
Transform your negotiation performance with groundbreaking concepts embedded in powerful storytelling.
Author: Sean Sidney
Illustrator: Ibrahim Emre Sipahi
Become a Negotiation Hero turns negotiation learning into an adventure. Told in a groundbreaking story book format, this bold, story-driven guide follows Anika: a rising star in sales, as she navigates high-stakes deals, tough customers, and internal pressure. Alongside expert negotiators, she learns how to ask better questions, read body language, and turn tension into opportunity.
You don’t just watch Anika grow, you grow with her. Each chapter is based around a powerful, easy-to-use concept that sticks, brought to life through sharp storytelling, humour, and visual learning. You’ll walk away with tools you can apply immediately, not just theory to file away.
Written for both procurement and sales professionals, the book includes practical preparation guides for each side of the table, plus access to AI tools that help you embed and apply the ideas in real negotiations.
For salespeople, it offers a rare look inside the procurement mindset. For procurement, it sharpens strategy with proven tactics.
Become a Negotiation Hero isn’t just a book, it’s your shortcut to better deals, stronger influence, and standout results.
SNEAK PEEK INSIDE THE BOOK: BECOME A NEGOTIATION HERO
BOOK CHARACTERS
ANIKA
Anika works in sales in Chicago. She’s sharp, ambitious, and out of her depth. Then she’s handed a book that rewires how she thinks. Follow her journey from nervous rookie to negotiation hero. And learn alongside her.
ANGELA
In procurement at BANH Chicago, Angela is tough, kind, and quietly influential, she’s the one who sparks Anika’s journey. With just the right push, and the right book, Angela shows how one person can change everything.
ALEX
Alex works in procurement at BANH Amsterdam. Calm, analytical, and haunted by negotiation dreams. But those dreams become her secret weapon. As she reflects and learns, so do we. Her stories bring lessons to life.
ALFONSO
Alfonso leads procurement at BANH HQ in London. Seasoned, sharp, and refreshingly honest, he’s made the mistakes, so you don’t have to. Through candid stories and hard-won lessons, Alfonso becomes the mentor every negotiator wishes they had.
ADAM
Based in Singapore with BANH, Adam is a top negotiator with a side hustle in bad stand-up. But he’s brilliant where it counts. He teaches negotiation with clarity, heart, and humour. His stories stick, and his lessons land.
BECOME A NEGOTIATIN HERO: THE TRAINING
Our negotiation trainings are rated 'excellent' by the vast majority of our 8,000+ participants, with 100% engagement scores. This is training people enjoy. Frequently described as the best professional development experience.
This new course, based on the book of the same name, includes many new and unique concepts and frameworks.
WHY NEGOTIATION TRAINING MATTERS
Build Negotiation Capability
Equip your team with the mindset, skills, and language of high-stakes negotiation. Turn reactive conversations into proactive strategy, and build long-term capability that delivers results more successful deals.
Win the Win-Win
Go beyond compromise. Learn how to trade value, deploy strategic concessions, and build outcomes that create more for both sides, while capturing a fair share for your own.
Strategic Preparation
Master structured preparation using clear templates and AI-supported tools that streamline research, sharpen strategy, and simulate scenarios. Make every negotiation smarter, faster, and more effective.
Push the Boundaries
Understand your counterpart, read the room, and push with precision. Learn how to challenge effectively, securing stronger outcomes while preserving, even enhancing, the long-term relationship.
Influence with Intelligence
Use data, psychology, and strategy to shift decisions. Learn how to blend logic, emotion, anchoring, and information control to influence outcomes without manipulation.
Apply Pressure Like a Pro
Stay cool in the heat of the moment. Learn how to manage tension, handle conflict, and apply just the right amount of pressure, all while keeping the tone constructive and professional.
SNEAK PEEK INSIDE THE TRAINING: BECOME A NEGOTIATION HERO
One of the most popular concepts from our training course is the Persuasion Sandwich: our unique, game-changing strategy that turns pressure into progress, without damaging relationships. Participants consistently rate it as their most valuable negotiation tool.
The Persuasion Sandwich is a six-step method built around a core threat, a clear consequence if they don’t improve their offer. But threats alone often fail. People resist pressure unless it feels both acceptable and believable. That’s why we begin and end with emotion: to build rapport and maintain the relationship. In between, we layer logic to make the threat feel real and justified and that’s where our Logic Levers-3 method comes in.
We teach a unique method for laying out logic called Logic Levers-3. It’s all about making the other side believe three key things:
Us: We’re a valuable customer, worth keeping.
Others: There’s real competition, strong alternatives are available to us.
Them: They’re not a perfect fit, what we value most isn’t their strongest advantage.
By framing the logic this way, we shift their mindset. They start seeing why they need to move, without us even asking.
Mastering this approach gives you control without confrontation. It’s why so many participants leave our training saying: “This changed how I negotiate.” The results speak. The relationships stay. The deals improve.
This is just one of many powerful techniques we teach. To unlock the full playbook, we invite corporate teams to level up their sales and procurement game and see the ROI in your very next negotiation.
HOW WE TRAIN BETTER
Fully Engaged Learning
People learn best when they’re energised, involved, and having fun. Our sessions are 100% live and hands-on, no slide decks, no lectures, no passivity. Just energy, interaction, and smart, real-world challenges.
Clear Concepts, Strong Foundations
We break down complex ideas into clear, actionable frameworks. Then we build confidence through structured learning and hands-on application, helping participants bridge the gap between theory and results.
Progressive Simulations
Each round of our progressive simulation introduces and tests new concepts. Participants apply fresh thinking in increasingly realistic scenarios, turning insight into habit and knowledge into skill.
Exclusive Tools & Frameworks
Participants gain access to powerful frameworks developed exclusively for Become a Negotiation Hero, including the Persuasion Sandwich, Anchoring-7, Emotions-3, Logic-3, Power-3, Fake Walkaway, Showables and Hideables, and our proven Preparation Framework.
Individualised Feedback
After each simulation, guided debriefs help participants reflect, sharpen their instincts, and strengthen technique. Every learner receives targeted input designed to boost their real-world performance.
Continued Growth
Learning doesn’t end when the session does. Participants leave with follow-up tools, exercises, and practical habits to keep growing, and keep applying what they’ve learned where it matters most.
SEAN SIDNEY IS THE TRAINER, NEGOTIATOR AND THE STORYTELLER.
For over 20 years, Sean Sidney has helped teams around the world transform how they negotiate. His sessions are practical, powerful, and built for impact, combining sharp insight, real-world application, and 100% engagement.
Before becoming a full-time trainer, Sean spent a decade in procurement across three multinationals. That lived experience shapes the no-fluff, commercially grounded approach he brings to every room.
Sean is the creator of Become a Negotiation Hero, the suite of original tools including Anchoring-7, Persuasion Sandwich, Logic-3, Power-3, Emotions-3, Fake Walkaway, and Showables and Hideables. Developed through negotiation science and tested with over 8,000 professionals, these methods help teams negotiate better, faster, and with more confidence.
His training goes beyond explanation, it builds real, transferable skill. Whether you're stepping into your first deal or leading global strategy, Sean will help you and your team perform at a higher level.
His upcoming book, Become a Negotiation Hero: In Sales & Procurement, brings strategy to life through bold storytelling and a comic-style format, making complex ideas simple, memorable, and actionable.
Sean’s mission is simple: deliver negotiation training that’s energising, effective, and genuinely career-changing.
Ready to raise your team’s negotiation game?
Book a quick intro call and let’s make it happen.
CONTACT SEAN AND HAVE A CHAT
