It’s a valuable skill in today’s competitive marketplace because many customers know what deals are, especially in the Internet age, which has given customers access to mountains of information. When a customer comes to you quoting a competitor’s lower price for a similar service, responding to that effect is a challenge for anyone. That’s one of many reasons why it’s essential to know how to prepare for a sales negotiating session, control your emotions when you think the client is being unreasonable, and close a deal to benefit everyone involved. Effective sales negotiation training will teach you all these skills and more.