AWARD-WINNING NEGOTIATION TRAINING AND CONSULTING
YOUR TEAM IS LEAVING MONEY ON THE TABLE. EVERY SINGLE DEAL.
TRUSTED BY PROFESSIONALS FROM
The PROBLEM:
Most Organisations Are Negotiating Blind.
Your procurement team knows their categories inside out. Your sales team can build a relationship with anyone. Your leaders are commercially sharp.
But when the pressure is on - when a supplier pushes back, a buyer plays hardball, or a high-stakes deal is on the line - most teams revert to instinct.
They concede too early. They discount when they don't need to. They accept terms they should have challenged.
Not because they lack intelligence. Because they've never been given a system.
The result?
→ Procurement teams overpaying suppliers year after year
→ Sales teams winning deals at margins that barely make sense
→ Millions of pounds in value lost - silently, every quarter
That ends here.
WHY Business negotiation academy
20 years
10,000+
40 COUNTRIES
The SOLUTION:
Introducing the BNA Negotiation Matrix™
The only end-to-end negotiation system built specifically for high-stakes B2B negotiations.
Most negotiation training gives you tactics. The BNA Negotiation Matrix™ gives you a complete operating system - covering every phase, pressure point, and pivot a commercial negotiation can throw at you.
It's the difference between:
- Hoping your instincts hold up under pressure
- Walking into every negotiation with a precise, proven game plan
What makes it different:
- Category-agnostic - works across procurement, sales, CAPEX, services, software, logistics, and beyond
- Leverage Point Analysis - surfaces the 10–30 leverage points in every negotiation most teams never see - and shows you how to activate them
- Battle-tested - used by professionals across 40 countries, in negotiations worth millions
- Structured for action - before, during, and after every negotiation. Not just tips for the room.
"One of the few really excellent training programmes I've experienced. A well-balanced combination of theory, structure, and practical techniques." — T.I., Procurement Officer, KBC Group
WHO WE HELP
We Work With Three Types of Organisations
Procurement Teams
Your suppliers have negotiation training. Your team should too.
We help procurement professionals, category managers, and CPOs negotiate better supplier agreements, recover cost savings, and build strategic supplier relationships - using the BNA Negotiation Matrix™.
Sales Teams & Business Development
Stop discounting. Start winning on value.
We help sales professionals, sales directors, consultants, and business owners close more deals at better margins - by shifting the conversation from price to value and handling professional buyer tactics with confidence.
Leadership & Strategic Negotiations
The highest-stakes negotiations deserve the highest-level preparation.
We work with senior leaders, executives, and organisations navigating complex, multi-stakeholder, high-value negotiations where the outcome defines the future of the business.
BNA Named Negotiation Training Provider of the Year - Twice in 2025 & 2026
Four Independent Awards. One consistent result: measurable negotiation outcomes for every client we work with, and One Mission. Transforming Negotiation Across Industries.
Michael Zieba - The Negotiator's Negotiator
Michael Zieba is one of the world's leading negotiation experts.
With over 20 years of experience, he has trained more than 10,000 professionals across 40 countries - working with blue-chip organisations including Ecolab, Vodafone, Adidas, KBC Group, Pfizer, Takeda, Network Rail, NGA HR, and many others.
He is the creator of the **BNA Negotiation Matrix™** - an award-winning proprietary methodology now used by procurement and sales teams globally as their go-to negotiation operating system.
In 2025 and 2026, BNA was named **Negotiation Training Provider of the Year** - 4 times - recognising the measurable, real-world impact of Michael's approach.
His mission is simple: To give every professional the system, skills, and confidence to negotiate better deals - and never leave value on the table again.
Success Stories
What Happens When Teams Stop Winging It.
“Thank you for the marvelous training!”
"Thank you for the marvelous training! The program is superb! One of the few really excellent training programs I've experienced. It represents well - balanced combination of theory and structure regarding the negotiation process and of practical techniques and tactics. The profile & style assessments were very eye-opening. The last day dedicated to the software market was very much straight to the point and connecting the program even more to our job. Congratulations for this excellent training course and big thanks!"
“Michael made the course very interactive and used a variety of different approaches in his teaching”
"I have just completed Michael's Practical Negotiation course. Michael made the course very interactive and used a variety of different approaches in his teaching. He is clearly very knowledgeable with regard to negotiation. I used to run internal training courses for several years after receiving extensive training to do so. As a result, I am tough to impress. However, I thoroughly enjoyed the session and gained a lot of valuable learning."
“After attending, I applied the learned techniques in a tough negotiation with a client and managed to secure favourable terms.”
"Michael Zieba’s training at Business Negotiation Academy was incredibly impactful. After attending, I applied the learned techniques in a tough negotiation with a client and managed to secure favourable terms that helped us improve margins and secure 31 additional days of work (new service orders, and >$10,000 in revenue) The training has not only improved my negotiation skills but also my overall approach to communication in business. I’m grateful for the experience and highly recommend it."
BNA Services
Choose the Level of Support That's Right for You
Negotiation Training
Bespoke, customised training programmes for procurement, sales, and leadership teams. Delivered virtually or face-to-face. Built around your categories, your deals, your challenges.
Negotiation Consulting
Strategic advice and deal-specific support for high-stakes negotiations. We work alongside your team - before, during, and after the negotiation - to maximise outcomes.
Negotiation Coaching
One-to-one and group coaching for professionals who want to build negotiation capability for the long term. Deal-specific game plans. Real situations. Measurable results.
Negotiation Playbooks
Practical, ready-to-use negotiation playbooks for procurement and sales professionals. Immediate impact. No wait time.
Negotiation Strategies to Gain the Edge
Get the Edge Before Your Next Negotiation.
Psychology is a key factor in any negotiation, whether you're discussing pricing, requesting a raise, or closing a deal. Successful negotiation relies on understanding how people make decisions, what drives them to take risks, and what prompts them to avoid losses. This ebook introduces scientifically-backed strategies, such as leveraging loss aversion, using framing techniques, and applying the power of anchoring, to help you craft more persuasive arguments and achieve better results. Whether you're negotiating corporate contracts, selling a property, or discussing compensation, these techniques will enhance your ability to influence and secure agreements. This book offers invaluable insights to elevate your negotiation skills and drive better business outcomes, no matter if you're in sales, procurement, or leadership.
Download the free eBook: *Negotiation Strategies to Gain the Edge* - science-backed strategies used by world-class negotiators, including anchoring, framing, and loss aversion techniques.
No fluff. No generic tips. Just the strategies that actually work in real B2B negotiations.
Michael Kowalski, CEO, Frantech.
Free Articles & Resources
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