NEG 101, selling
Negotiation 101
How to negotiate anything
Buying a car, asking for a raise or closing a major deal: the mechanics are the same.
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That isn't negotiating. That's discounting.
Someone says your price is too high. You ask what they would pay. That is not a negotiation — it is a discount with extra steps, and it teaches everyone that asking is enough.
Master Business Coach Dan Creed once walked into one of the largest advertising agencies in the world. The buyer looked at his proposal and said the price was too high. He said, “I'm sorry, I guess we can't do business” — and she stopped him on the spot.
The agency had researched it. Over ninety percent of salespeople drop their rate the instant it is challenged, with no conversation at all. So every buyer was trained to open with exactly that line. She told him she would probably buy from him — precisely because he had stood behind his number.
Negotiation is the process of achieving agreement through discussion. This course is how that is actually done.
Twelve rules, four episodes.
- Episode 1Everything is a negotiationThe three phases and the four preparation steps. Never accept a no from someone who cannot say yes. And how to read whether you are dealing with a driver, an expressive, a steady or an analytical — because approach them wrong and you never earn the right to negotiate at all.
- Episode 2Information is leveragePrice is rarely the real issue. Write it down, set it aside, and ask what else. The first negotiation is rarely the only negotiation — and whoever has the most information controls the room.
- Episode 3Trading and concessionsNegotiate the little things first, lowest priority to highest. Know what you will give up before you sit down. Never lower anything without asking for something back. And why the walls have ears.
- Episode 4Knowing how it endsYour exit strategy and your walk-away point, both decided in advance. Then the four possible outcomes — and why only one of them is worth accepting.
- PlusKnowledge checks & downloadsA knowledge check after every episode, plus three printable resources including the preparation worksheet you fill in before you walk in.
Everything you take with you.
Four full episodes
All twelve rules taught in order, with the stories behind them — the advertising agency, the appliance showroom, and the elevator with the listening device.
The 12 Rules cheat sheet
Every rule on one printable reference, plus the three phases and the four possible outcomes. Review it before anything that matters.
The prep worksheet
The four preparation steps as a page you fill in before you walk in — their priorities, your goals, what you will trade, and your walk-away point.
Companion workbook
The scripts written out word for word, plus exercises that walk you through your own next negotiation one episode at a time.
Master Business Coach Dan Creed
Master Business Coach Dan Creed has negotiated deals in eighteen and nineteen countries, with billion-dollar companies and with startups, across nearly two decades of coaching business owners and leaders. He is also Dean of GSDU.
He has been on both sides of it — including the day he walked back from the restroom mid-negotiation, glanced into the room next door, and found the entire opposing team gathered around a speaker listening to his own team talk.
His rule has not changed in all that time: do not do deals with people who do not want to work with you. If it is not win-win, walk.
Frequently asked
I'm not in sales. Is this for me?
Yes. Most of us negotiate constantly without ever calling it that — a raise, a contract, a car, a house, a dispute, or getting your kids home by midnight. The rules are foundational, which means they scale in both directions.
Isn't negotiating just haggling?
No — and that confusion is what this course exists to fix. Haggling is two people moving a number. Negotiating is achieving agreement through discussion, where both sides give something and both sides would work together again.
How long does it take?
Four episodes you can finish in an afternoon. The preparation worksheet is usable in the very next negotiation you walk into.
Do I need another GSDU course first?
No, it stands on its own. It does pair naturally with The Art and Power of Questions — that course is the questioning that gets you to the table with the information you need, and rule five here is that whoever has the most information controls the negotiation.
How long do I have access?
Lifetime. Come back to it before every deal that matters, for as long as you like.
Do we have a deal?
Great deals are available all day long if you are willing to make them great deals. Life is too short to fight about the price of something — and it is a game that starts with a conversation.
More in selling
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People buy with emotion, then justify it afterward.
This mini-course gives you a fast, practical understanding of the eight emotional triggers that drive every buying decision. You'll learn how to create trust, reduce hesitation, and communicate with more confidence: skills you can apply immediately in sales, coaching, and leadership conversations.
Master Business Coach Dan Creed breaks down how buyers use technology to narrow choices, but make final decisions emotionally. Through clear, real-world insights, he shows how confidence, tone, body language, listening, hope, passion, and accountability shape how others perceive you, and why mastering these triggers is the first step to becoming a trusted advisor.
- Create trust in the first few minutes
- Reduce hesitation and perceived risk
- Move conversations forward without pressure
- Communicate value more clearly
- Guide decision-makers with confidence
Free. No card required.
Downloadable
The quick-reference field guide
A downloadable PDF to keep beside you on your next call.
Also included
Two preview episodes
Two episodes from the Emotional Triggers series, plus an introduction to Master Business Coach Dan Creed and the GSDU approach.
Get the free courseThe difference between hoping for a yes and earning one.
Start here. If it lands, the full library is waiting.
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Most deals aren't lost. They're talked to death.
You know the feeling. The conversation was going well. They were nodding. And then somewhere in the next ten minutes it slipped away, and you still couldn't tell you exactly where.
Two things usually did it. You were pitching the same way to everyone, without knowing who was actually across from you. And when the yes finally arrived, you kept selling straight through it.
Closing isn't a personality trait and it isn't a trick. It's a sequence you can learn, and it works the same whether you're pitching a client, asking for a raise, or getting a teenager to agree to something before midnight.
Two parts. Fifteen minutes each.
- IntroductionCourse introWhat this actually is, what you'll walk away with, and how to use it. Watch the two parts in order, then take the toolkit into a real conversation this week. The reps are the point.
- Module 1Read the roomBefore you can sell anyone anything, you have to know who you're talking to. The sales psychology that separates closers from talkers, and the DISC framework in plain English so you can read any buyer in about sixty seconds and adapt on the fly.
- Module 2Get the yesThe Stacking Bricks method — five micro-yeses that turn the final ask into the next logical step instead of a leap. Plus a library of trial closes in your own voice, and the discipline to stop selling and let the deal close itself.
- ResourcesCheat sheet & workbookA printable cheat sheet for before the call, and a fillable workbook for the reps that follow. Both yours to keep.
Half an hour. Whole career.
Printable
The cheat sheet
One printable page for before the call — the buyer types, the stacking sequence, and the trial closes worth memorizing.
Fillable
The fillable workbook
Where you build your own trial closes in your own words, so they sound like you and not like a script.
Also included
Two video parts
Fifteen minutes each, watched in order. Short enough to finish in a lunch break and yours for life to come back to.
Knowledge checks
A short self-graded quiz after each part, so the sequence sticks before you take it into a room with someone.
Master Business Coach Dan Creed
Dan Creed has spent 19 years as a professional business coach, building a seven-figure coaching company from the ground up — without ever giving an elevator pitch.
He's coached thousands of coaches across every discipline — life, business, executive, performance — and the number one issue he sees, everywhere in the world, is the same: brilliant coaches who can't make a living because they don't know how to sell.
Nothing in this course is theoretical. It's been tested on the phone, in the boardroom and across the kitchen table, alongside people like Brian Tracy. It's the shortest thing GSDU teaches and the one you'll use the soonest.
Frequently asked
Who is this course for?
Anyone who has to get another person to agree to something. Master Coach Dan is explicit that the framework is the same whether you're pitching a client, negotiating a raise, or trying to get your kid to bed without a war.
How long does it take?
About thirty minutes to watch — two parts, fifteen minutes each. Then download the toolkit and use it on a real conversation this week, even a small one. The reps are the point.
Do I need a sales background?
No. It's taught as plain mechanics rather than sales jargon, and the DISC framework is explained from scratch. If anything it lands harder on people who've never thought of themselves as sellers.
How is this different from Selling Coaching?
This is the thirty-minute version of one specific skill: closing. Selling Coaching is the full system for building a coaching practice — 26 episodes, live group calls, the whole thing. Start here if you want the closing framework on its own.
How long do I have access?
For life. One payment, and both parts plus the cheat sheet and workbook stay in your GSDU library.
How do I get in after I buy?
You'll get a welcome email straight after checkout with your login and a link. Everything lives in your GSDU library and you can start Part One within a minute of enrolling.
Enroll for $49The deal was never lost. You just kept talking.
Thirty minutes from now you'll know how to read the person in front of you, build the yes one brick at a time, and recognize the moment to stop. Use it on your very next call.
Explore this course
You know how to coach. You don't know how to sell it.
You've got the credentials. You've got the experience. You've helped people change their businesses, their habits, their lives. But none of that matters if nobody's paying you to do it.
Most coaching programs teach you how to coach. Almost none of them teach you how to sell coaching — how to start a conversation, keep it going, and close it without ever feeling like a salesperson.
That's exactly what this course does. No scripts. No elevator pitches. No sleazy tactics. Just a proven system for turning conversations into clients, built by a coach who's done it for 19 years and built a seven-figure practice doing it.
Learn it alone, or learn it with Dan.
The twenty-six episodes teach you the system. What changes a practice is having the man who built it look at your situation and tell you what he would do. There are two ways to get that, and you choose how much you want.
Inner Circle & Cohort Intensive
Monthly hot-seat coaching sessions
One hour with Dan and your peers, every month for a year. You send your question or your situation in beforehand, and a set number are picked for Dan to work through live on the call. Each session also sets aside twelve to fifteen minutes for one member to take the hot seat and role-play a real challenge with Dan while everyone else watches and takes notes.
Cohort Intensive only
The ten-week live cohort
One hour a week for ten weeks, Dan takes your cohort through the whole system in order — teaching it live, not recapping the videos. You ask as you go, you interrupt, you bring the prospect you could not close last week. Ten coaches to a cohort. That cap is the point: at ten there is room for every person to speak every week, and Dan knows what you are working on by week three.
The Course
$997
The complete course, on demand, yours for life.
- All 26 episodes and 13 modules
- Workbook, cheat sheet and Blueprint reference
- Lifetime access, at your own pace
Most popular
The Inner Circle
$1,497
The course plus twelve months of live monthly coaching with Dan.
- Everything in The Course
- 12 months of live monthly hot-seat sessions
- Submit your situation for Dan to work on live
- Every session recorded, replays yours to keep
The Cohort Intensive
$2,497
Ten weeks of live teaching with Dan, in a cohort capped at ten coaches.
- Everything in The Inner Circle
- 10 weekly live sessions, taught in order
- Bring real prospects; Dan works them in the room
- Capped at 10 coaches per cohort
Per seat. Closes when the cohort fills.
Enroll for $2,497Every tier includes lifetime access to the on-demand course. Cohorts are capped at ten coaches and enrollment closes when a cohort fills.
13 modules. 26 episodes. One complete system.
- Module 1Welcome to Selling CoachingWhy great coaches fail to make a living, and the one skill that changes everything — turning a pitch into a conversation.
- Module 2The 13 Secrets of SellingThe foundational principles that underpin every successful selling conversation — from understanding needs to mastering communication.
- Module 3The 8 Emotional Buying TriggersWhy people really buy — from confidence to accountability — and how to activate each trigger without manipulation.
- Modules 4–6Intangibles, mindset & goalsSelling something people can't hold, ditching the “I'm not a salesperson” mindset, and treating your practice as the business it is.
- Module 7The Powerful Marketing MessageKill the elevator pitch for good. Build a PMM that explains why you do what you do — so prospects want to hear more.
- Modules 8–9Niche & persistenceStop chasing a niche and let it find you. And the law most coaches break — quitting one conversation too soon.
- Module 10The art of listeningAsk. Listen. Verify. The three-step formula that turns you into the person everyone wants to talk to — and hire.
- Module 11The Champions Referral NetworkBuild a referral pyramid that eliminates the fear of selling — for you and your prospects — by letting trust do the work.
- Module 12The Sales Communication BlueprintFour field-tested blueprints in one place: how to get the appointment, run the discovery conversation, handle any objection that comes your way, and the 11 foundational rules of negotiating the deal.
- Module 13Wrap-up & next stepsThe whole system pulled back together, with the key phrases and the one conversation script you'll use in every meeting from here on.
Everything you need to start closing.
Fillable
Companion workbook
Fillable exercises for every module — the 13 Secrets self-audit, the PMM builder, the Champions Pyramid template, the Listening Audit, and more.
Quick reference
Sales Communication Blueprint
A quick reference for four field-tested blueprints: how to get the appointment, run the discovery conversation, handle any objection, and negotiate the deal.
Field guide
The quick-reference cheat sheet
The 13 Secrets of Selling, the 8 Emotional Buying Triggers, the listening formula and the Champions Referral Pyramid, all in one place.
Also included
26 video episodes
Bite-sized lessons (~10 minutes each) covering every aspect of selling coaching, from mindset to the Champions Referral Network. Watch at your own pace, lifetime access.
Knowledge checks
Quick self-graded quizzes after every module to make sure the material sticks before you move on.
1-on-1 upgrade available
Want private time with Dan? A 30-minute strategy session is available as a separate add-on for course members — your practice, your questions, Dan's full attention.
Master Business Coach Dan Creed
Dan Creed has spent 19 years as a professional business coach, building a seven-figure coaching company from the ground up — without ever giving an elevator pitch.
He's coached thousands of coaches across every discipline — life, business, executive, performance — and the number one issue he sees, everywhere in the world, is the same: brilliant coaches who can't make a living because they don't know how to sell.
This course is his complete system for fixing that. Not theory. Not motivation. The actual mechanics of turning a conversation into a coaching client, taught by someone who's done it thousands of times.
Frequently asked
Who is this course for?
Any coach — life, business, executive, performance, or otherwise — who is good at coaching but struggles to sell their services. It is also for coaches who are selling but doing it in a way that feels uncomfortable, scripted, or pushy.
Which tier should I choose?
If you are disciplined and want the system at your own pace, take The Course. If what you really want is Dan looking at your situation, take the Inner Circle — a year of monthly sessions is where most coaches get unstuck. If you want to be taught rather than to teach yourself, and you want Dan to know your practice by name, take the Cohort Intensive.
Can I upgrade later?
Yes. Email professordan@gsducourses.com and we will credit what you have already paid against the higher tier.
How long do I have access?
The course content is yours for life at every tier. The monthly hot-seat sessions run for twelve months from the first session after you enroll. Cohort session replays stay on your cohort page.
What happens on the monthly hot-seat sessions?
One hour a month with Master Coach Dan and your peers. You submit your question or situation ahead of time and a set number are chosen for Dan to work through on the call, and each session sets aside twelve to fifteen minutes for one member to take the hot seat and role-play a real challenge live. The full schedule and the join link are on your Hot-Seat Coaching page the moment you enroll.
What actually happens in the ten weekly cohort sessions?
Dan teaches that week's material live — not a recap of the videos, the live version, with the stories and the detail that only come out in a room. Then the floor opens and he works on whatever the cohort brings. You watch that week's episodes beforehand so the hour can go deeper instead of covering old ground.
How big is a cohort, and when does the next one start?
Ten coaches, no more. That cap is what makes it work — at ten there is room for every person to speak every week. The $2,497 price is for one seat. Cohorts open on a rolling basis and close as soon as they fill, so if the seat is available on this page it is available today. Your cohort's ten dates are published on your Live Cohort page as soon as you enroll.
What if I miss a session?
Every session is recorded and posted, usually within a day. Watch the replay, bring your questions to the next one, and you will not fall behind. A cohort runs start to finish together though, so you cannot move between cohorts partway through.
What is the 1-on-1 upgrade?
A separate 30-minute private session with Master Coach Dan, available for $497 to course members who want dedicated attention on their specific practice. Spots are limited by Dan's calendar.
Do I need sales experience to start?
None at all. This course is built specifically for coaches who have never sold comfortably — or never sold at all. Dan starts with the mindset and the fundamentals, then builds you up to a complete, repeatable system, one episode at a time.
Is there a refund policy?
Because every tier gives you access to Master Coach Dan — and the Cohort Intensive reserves one of only ten seats — all sales are final. If you have questions before enrolling, reach out and we will make sure this is right for you.
You already know how to coach. Now learn how to sell it.
The difference between a great coach and a great coaching business is one skill. This course teaches it — on your own, alongside Dan every month, or with Dan in the room every week.