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Book Format: Marketing II: Negotiation Techniques (0512) New

Course Description

Course Description

Real estate transactions permit and require more negotiation than most other exchanges of goods and services, and, as a result, much of a real estate salesperson’s job involves trying to craft mutually acceptable deals for the various parties involved in them. Additionally, salespersons must not only negotiate with those with which they wish to gain some advantage or another, but also sometimes with their own clients. Because real estate practice involves so much negotiating, virtually any salesperson can benefit from improving his or her negotiation skills, and this course is designed to teach just such methods of improvement.

There are five sections or modules to this course and their learning objectives are listed below.

  1. Effective Communication
    • Explain the difference between “artistic” and “inartistic” information and the order in which they should appear in a well – structured argument.
    • Define the three different approaches (ethos, pathos and logos) used to present persuasively artistic information.
    • Define “rhetoric” as the act of identifying and utilizing the means of persuasion available in a given situation.
    • Use and present effectively inartistic information, or data.
    • Present himself or herself as a respectable professional whom people will trust.
    • Produce and manage emotions in a negotiation session.
    • Utilize logic, emotion and the appearance of ethical character as persuasive tools.
    • Identify the common persuasive tools that other people may attempt to utilize.
  2. Emotional Intelligence
    • Describe the development of emotional intelligence.
    • Define emotional intelligence.
    • Explain the relationship between cognitive and emotional intelligence.
    • Develop his or her emotional intelligence.
    • Utilize emotionally intelligent strategies to encourage successful negotiation sessions.
    • Maintain a mutually beneficial mindset during negotiation sessions.
    • Handle real estate transactions better by acting in an emotionally intelligent manner.
  3. General Negotiations
    • Explain why conflict is a common event in human life, and be able to describe common responses to conflict.
    • Apply his understanding of conflict reactions to make judgments about which response is appropriate in a particular conflict.
    • Describe the central role of concessions and commitments in negotiation.
    • Discover and evaluate her best alternative to a negotiated agreement.
    • Know how to rank his alternatives in terms of preference, and be able to explain how these preferences determine the scope of negotiation.
    • Name and apply some basic strategies for evaluating the offers made during negotiation.
    • Recognize the basic considerations she must explore to prepare for negotiation.
    • Distinguish between the two common styles of negotiation, and make judgments about which style is appropriate for a particular conflict.
    • Outline the central strategies of these negotiation methods, as well as the demands each approach places on negotiators.
    • Spell out the purpose of high – pressure negotiating tactics, and give examples of both the tactics themselves and strategies for managing the high – pressure negotiator.
    • Apply his ethical standard in negotiations, and be able to explain why unethical behavior is a potential problem in negotiation.
    • State the common cognitive errors and psychological tendencies that are the primary pitfalls of the negotiation process, and give details about the problems these issues pose for negotiators.
  4. Reading People
    • Identify whether a person is lying, frustrated, happy, depressed, etc. from body language exhibited.
    • Distinguish between the different types of nonverbal communication.
    • Recognize behaviors in both familiar and unfamiliar acquaintances from verbal and nonverbal cues, including vocal traits, habits and physical traits.
    • Comprehend the motivations that keep people from seeing objectively.
    • Apply techniques to improve communication and aid understanding.
    • Discern aspects of personality from environmental context, including office, home, social and geographic environments.
    • Recognize hidden communications in conversation.
  5. Real Estate Negotiations
    • Describe the liability concerns facing all real estate salespeople, and outline how these affect the general negotiation process.
    • Explain the basic conflicts common to real estate negotiation.
    • Recognize general strategies that can help to minimize conflict in any negotiation.
    • Explain why alternatives are important in real estate negotiation.
    • Identify the problems created by deciding too much too early in the negotiation process, and the difficulties that result from adopting an overly competitive stance.
    • Apply a clear method for determining which issues present problems in a given negotiation, and rank them according to the amount of negotiation it will take to resolve them.
    • Describe the basic steps of successful communication.
    • Outline the basic steps and purpose of active listening.
    • Recognize the role that effective use of language plays in successful real estate negotiation.
    • Distinguish the needs, wants and desires of the parties involved in a real estate transaction.
    • State the way raw needs, wants and desires are translated into the benefits of a particular property.
    • Use benefits to build the framework of a mutually acceptable deal.
    • Identify and apply several general strategies for dealing with objections.
    • Recognize the signs of concealed objections.
    • Distinguish and explain general strategies that help a salesperson manage the offer – counter offer process effectively.
    • Determine what kind of preparatory strategies are needed before attempting to close a deal.
    • Describe three basic closing methods, and identify what features of a deal would make it appropriate to choose one particular method.
    • Recognize when and how it is appropriate to use the purchase agreement as a negotiation tool.

Regulatory Requirement

Our staff works diligently to provide you with an analysis of current mandates and legislation that affects you the licensee. All information pertaining to the Mandatory Continuing Education requirements can be found on the State Requirements page. You can find the link to this page on the upper Navigation bar on the Course Catalog.

Course Completion

Any applicable completion certificates or affidavits can be printed after completing the course and final exam.


Quizzes – There is a quiz at the end of each lesson to test comprehension of the subject matter.

Final Exam – Passing Grade 70%. You can take the final three times.

About The Subject Matter Expert

This course is created and brought to you by 360Training, a leading provider of accredited e – learning courses to working professionals through today’s leading schools, associations and corporations. 360Training’s high quality e – learning courses assist thousands of working professionals each month in a wide range of disciplines to succeed in today’s marketplace, renew licenses, acquire certification or prepare for a new profession.


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