The Best ROI in Business
Courses, tools, principles, and frameworks to give you the best chance of negotiating the best deal in business.
The Best ROI in Business
Courses, tools, and frameworks from a B2B negotiation consultant who’s done it at the highest levels — Amazon, Fortune 500 retailers, CPG giants, and beyond.
Backed by $3B+ in Negotiations
Real-world experience at the highest levels of B2B commerce.
$100M+ in Net Profits Added
Proven frameworks that move the bottom line, not just percentages.
More Than 10 Years at the Table
Amazon, Walmart, eBay, Spinmaster, Cold Steel Knives, and hundreds more.
Welcome to the Inside
The ABN Insiders Club
Join the community focused on maximizing every B2B negotiation at every stage, among world-class negotiators.
Inside, you’ll get:
- Daily insights and tips, with summaries emailed each week
- Members helping members
- Direct deal feedback on YOUR deals
- Industry-specific chat groups
- Live events, hosted by Ken, focusing on tricky topics and community Q&A
- Ongoing education
- 5 FREE credits every month for the ABN Deal Analyzer
Join the ABN Insiders Club Today
The Complete B2B Mastery Course
The only negotiation course built on real $3B+ deal-making experience, not academic theory or hypothesis.
Most negotiation training teaches you what professors study in a classroom or from analyzing negotiations after the fact. Ken Trent teaches you what actually works – because he’s used it to close hundreds of millions in deals across Amazon, Walmart, Target, eBay, Spreetail, hundreds of large brands across a decade of large contract negotiations for CPG, retail, and eCommerce.
The B2B Mastery course covers every stage of a negotiation:
The Fundamentals of Business Negotiations
The mindset and principles that separate average negotiators from exceptional ones,
Psychology
How to read, influence, and work with the person across the table
Power & Leverage
How to identify your real leverage and use it without burning the relationship
The P&L
Why financial fluency is the most underrated negotiation skill
Daily Tactics
The in-the-moment tools that give you an edge in every conversation
Offensive Tactics
Specific moves to create and extract the most value from the negotiation
Defensive Tactics
Techniques to use specifically to protect your position under pressure
And more!
Each module is built around real experience spent at the negotiating table – the $12M Funko deal, the $30M Spin Master relationship, the Cold Steel 10x turnaround and many others – so you learn principles through the lens of deals that actually happened.
ABN Deal Analyzer
AI Negotiation Strategy — Built on $3B+ in Real Deals. Get a complete, personalized negotiation playbook for your specific deal in under 60 seconds.
The ABN Deal Analyzer applies the full B2B Mastery Course framework from the Academy of Business Negotiations to your exact scenario — in real time, before you walk into the room.
Describe your deal. Get back:
- A Power & Leverage Assessment
- A Counterpart Needs Analysis
- A Recommended Anchoring Strategy
- Tactical playbook
- Intelligence checklist
- Red flags
- Live research on your counterpart and their company
- Financial signals
- Recent news
- Hiring Patterns
- Top revenue drivers
- Public statements
- And more!
After your analysis is delivered, ask follow up questions to add details, get additional guidance, or provide more recent details so you know exactly what to do, when to do it, and how to go about it.
It’s like having a Master B2B Negotiator sitting in the room with you.
Go Deeper with Guides, Frameworks, and Tools for Serious Negotiators
Practical resources you can put to work immediately.
Whether you’re prepping for an annual supplier review, closing a software contract, or navigating a real estate deal, the ABN Resource Library has frameworks built for the moment you’re in.
Explore our digital library, including:
The 5 Laws of B2B Negotiations
10 Supplier Tactics (And How to Counter Them)
Your First $1M Negotiation: A Prep Framework
And More!
Companies Ken Has Negotiated With
Funko
Spin Master
Razor
Bandai Namco
Total Gym
Nautilus
Sterilite
Cold Steel
Box.com
Curt Group
Conair
Yeti
Newell Brands
Boost Oxygen…and hundreds moreFunkoSpin MasterRazorBandai NamcoTotal GymNautilusSteriliteCold SteelBox.comCurt GroupConairYetiNewell BrandsBoost Oxygen…and hundreds more