Sales and negotiation skills


The ability to communicate effectively is perhaps the most fundamental skill for any professional. To achieve the desired goals there must be a flow of information in several directions: vertical and horizontal. The more effective communication is, the better the overall performance and the greater the level of achievement of goals.

Motivate, delegate, organize, solve problems and learn are the specific skills to management based on the ability to establish good contact with the other members of the company; that is on the skills and interpersonal communication techniques.

It is necessary then, that the business managers ensure that communication flows in both directions and aim to achieve positive and satisfying results.

In addition to communications skills, this course aims to introduce the participant in the art of negotiation, which is an essential part corresponding to the sale, but we want to go further, with reflections and examples of conflict negotiation, to which, unfortunately, leads more than one operation wrongly closed fringed with loose ends, and that, assuming good faith and lawful interest of the parties, because in case of malicious intent, the conflict will chair the negotiations from the beginning .

We will insist on the need to adequate preparation, controlled development and in a close, if possible with a gain for both speakers, the only way to continue relationships, reliable and robust.


Goals and Student Profile


After completing the course the participant will be able to:

  • Building a personal and professional image appropriate to each particular context by controlling the voice and prosody, gestures, posture and body movements and dress.
  • Develop persuasive and effective messages for any occasion.
  • Manage interpersonal relationships in all aspects of the interaction
  • Master the communication resources at various levels (personal, professional and social) as well as specific areas and activities of commercial communication
  • Provide companies and institutions with trained professional and technical soundness humanistic foundations to meet the communication challenges that modern society imposes
  • To be excellent spokespeople of the corporative image of the company, even in times of crisis, to provide a favourable view of the organization to which they belong.
  • To improve the negotiating capacity of the participants in the commercial field
  • Know, by a first approximation, the strengths and weaknesses of each, to be aware of them and to apply the appropriate correction filters in the process.
  • Prepare ideally to undertake interviews effectively, develop them through careful listening, and using the arguments advisable in each case. For this purpose, we recommend develop a list of arguments usable by the entire sales force in order to unify criteria, with the logic flexibility in every interview.
  • Manage psychologically barriers of your own and the ones from you opponent, to negotiate conflicts, not to mention toxic personality situations.

Student Profile

ENAE Business School is very conscious of the fact that every teaching institution is built by all and must be very careful about participant selection right from the very start by analysing their CV, qualification certificates, admission exam and through a personal interview of the student by the program director. Depending on the program, ENAE Business School carries out tests to evaluate language competence.

Most of our students come from the business world about 80% of ENAE’s students are graduate professionals and executives who wish to update their knowledge and improve their skills. These students come from different academic backgrounds mostly engeneering, business, law, economics, communication and humanities.
We encourage young and talented graduates with entrepreneur spirit to be involved in our programs as a fast track to achieve their goals in the business World.



1.            Fundamentals of interpersonal communication in the company

1.1           The communication process applied to the business environment

1.2           Consequences of poor communication

1.3           Barriers and filters of communication: how to overcome

1.4           Communication styles

1.5           Communication and Psychology

2.            Face to face communication

2.1           Principles of interpersonal communication

2.2           Receptive skills

2.2.1    Active listening

2.3           Expressive skills

2.3.1    Language information: transmit objective messages

2.3.2    Develop of persuasive and effective messages

3.            Communication techniques

3.1           Effective techniques for public speaking

3.2           The speaker: gestures and body language

3.3           The auditorium, its importance. Type of audience and management

3.4           Preparation of discourse structure, initiation, development and closure

3.5           In public: ways to overcome stage fright

4.            Effective communication: management tool

4.1           Giving and receiving feedback

4.2           Preventing and resolving conflict

4.3           Aspects that enhance empathy, attention, recognition …

4.4           Conducting meetings

4.5           Plans and defend positions

5.            Channels and communication strategies in the enterprise

5.1           Internal communication within the company

5.1.1    Descending to inform and persuade

5.1.2    Ascending to report and give opinion

5.1.3    Horizontal: inform , persuade and give cohesion

5.2           Channels

5.3           Media policies



1.            Concept of emotional intelligence

1.1         Factors for the definition

1.2         Main emotions

1.3         Development of the brain

1.4         Emotional and rational responses to stimuli

2.            Personal and social emotional competencies

2.1         Personal

2.1.1  Emotional awareness

2.1.2  Self  assessment

2.1.3  Self confidence

2.1.4  Adaptability

2.1.5  Initiative

2.1.6  Innovation

2.2         Social

2.2.1  Empathy

2.2.2  Ability to relate

2.2.3  Communication

2.2.4  Organizational awareness

3.            Negotiation: art and skill

3.1         Preparation

3.1.1  Issues and interest to negotiate

3.1.2  Creative ideas

3.1.3  Terms of reference

3.2         Development

3.3         Phases

3.3.1  Guidance

3.3.2  Positioning

3.3.3  Finding solutions

3.3.4  Crisis

3.3.5  Settlement

3.3.6  Ratification

3.3.7  Supervision

3.4         Closing

3.4.1  Verification

3.4.2  Analysis of compliance; what, how, when

3.4.3  Focus on the fringes

3.4.4  Preparation and caution in drafting the document

3.5         Negotiating behaviours

3.5.1  recommendations and guidelines for negotiation

3.6         Prices

3.6.1  Vendor emotional reaction to the price

3.6.2  Fixing on a cost , market segment, brand, competition …

3.6.3  Criteria for concessions deal


Professor at ENAE Business School. Ph.D. in Spanish Philology and Degree in Arts (Spanish Philology), Complutense University of Madrid.
More details
Senior Technical Communication, Protocol and Public Relations. Professor at the University Alfonso X El Sabio, Faculty of Applied Languages since 1996. Organizational Communication Consultant (internal) and companies Protocol (IFEMA, Telefónica, Visa, Servired, INECO,AENA, RENFE, MAPFRE, INESME... ) and institutions (Centre for Commercial Studies, National Heritage, Boards Andalucía, Castilla- Leon, Extremadura, Balearic Government, CSIC, Murcia Foundation University-Enterprise,etc. ) IIR Training Consultant, Adecco and other consulting. Vice ACORP (Association of Communication and Public Relations). C2L Communication Director, Communication and Logistics Consulting. Professor at the Chamber of Commerce of Valladolid in the Master of Marketing Communication. Professor of the Master of Equality, Faculty of Sociology UCM. Coordinator and lecturer at the Complutense courses of The Art of Public Speaking, Faculty of Philology of the UCM. Master Teacher of Teachers Training Spanish L - E of the Complutense University.

Specified time period and Place

Specified time period:  This course has and extension of 25 contact ours at ENAE premises.

Timetable: This course is delivered on Wednesday and Thursday from 16:30 h. to 21:30h.

Place and Address:
Edif. ENAE. Campus Universitario de Espinardo 30100 Espinardo Murcia- Spain

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Terms of Payment and Scholarships

Are you interested? Obtain the following benefits:

Price: 450 €

ENAE Business School offers the following discounts:

Partner companies of FUERM, their workers, and the members of Asociacion de Antiguos Alumnos of ENAE Business School will obtain a 10% of discount.

See if your company is a member of FUERM and ENAE


If the amount of the program is paid by your company through the credit offered by the Tripartite Foundation you may recover all or part of the amount of the program in ENAE Business School, discounting the amount to be credited for the payment of social insurance.

Part of the amount paid of our training programs, in-person and In Company, could be recovered through the Tripartite Foundation (only Spanish companies).

Ask us for more information. We make the process for obtaining the discounts to all those students who request it, at no additional cost to your training.

Admission Process

This program is part of a Master that has limited availability. Taking this course will provide you great oportunities for expanding your professional networks. Final admission decision is reserved to ENAE Business School on the basis of prerequisites established for the course, room availability and specific group profile required.


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