APB is a Global Speaker, Celebrity & Entertainment Agency
Tony  Perzow

Tony Perzow

Negotiation Expert & Entrepreneur

Tony Perzow

Negotiation Expert & Entrepreneur


A former negotiation trainer at the Karrass Organization and Vice President of negotiation training at Strategic Pricing Associates, Tony’s mission is to help others be insanely successful. His keynote presentations shatter the myths and misconceptions that prevent most companies and individuals from negotiating effectively. He blends the 30,000-foot view with in-the-trenches experience and practical tools to create immediate and lasting change. Your audience will never think about leaving money on the table the same way again. And they will leave with concrete actions, ideas, and techniques they can use to negotiate bigger and more profitable outcomes.

A polished and engaging speaker, Tony has trained top executives from many of the leading Fortune 500 companies. His upcoming book, You Suck at Negotiating – But You Don’t Have To goes beyond the theory of negotiating by providing practical, action-oriented information. Before his career as a negotiation trainer, Tony was a top sales performer, procurement specialist and entrepreneur. He’s been a buyer and seller of some of the world’s largest closeouts, negotiating with such companies as Walmart, Amazon, and Costco. He’s also been a successful restaurateur, real-estate developer, and award-winning film producer.

Most speakers strive for applause. Tony aims for getting you the results you need to win at the game of negotiation. He will help you get clear on winning, figure out how to get there, and get it done!

Speaker Videos

The Golden Rule Of Negotiation | Tony Perzow Speaking At Weblink Summit

Win Win Negotiating is Not a Warm and Fuzzy Feeling When You Shake Hands

Why Do We Suck At Negotiating

#1 Rated Negotiation Keynote Speaker & Trainer explains a sales negotiation tactic you MUST use!

Negotiation Skill Tips | The Most Important Word Your Prospect Can Say

Bob Becker (AA-ISP Founder) Interviews Tony Perzow

#1 Rated Negotiation Keynote Speaker And Trainer Explains His "WHY"

Ep. 22 - Using the 3 Pillars of Persuasion to Create Sales-Marketing Synergy

Stay away from email and the phone (yes, the phone!)

Secrets for Negotiation with Tony Perzow | Sales Expert Insight Series

Tony Perzow's negotiation keynote for construction company

Panel Discussion: Negotiation - The Neglected Sales Skill - SalesPOP!

Speech Topics

You Suck At Negotiating: The Secret Sauce Of Negotiation

In this eye-opening keynote, Tony Perzow will have your audience participate in an exciting negotiation simulation. Through his experience of training over 10,000 professionals, Tony learned that negotiation excellence is a skillset that is best attained through practice rather than lecture. Once the simulation concludes, Tony will thoroughly critique everyone’s negotiation by putting a figurative spotlight on the choices that led to money being left on the table. Ineffective choices made during Tony’s negotiation simulations are often the same choices that professionals are making unconsciously in the real world. Tony will conclude the presentation with the SECRET SAUCE of negotiation, the one thing that’ll transform the way you negotiate forever. This is one talk audiences can’t afford to miss.

  • Why do I suck at negotiating and how do I get better?
  • What are the most common mistakes that I’m making when negotiating and what are the quick fixes?
  • What is the one thing that I MUST learn to up my game?

You Suck At Being Prepared: How To Plan & Prepare For A Negotiation

In this “need-to-know” keynote, Tony Perzow demonstrates a highly effective planning and preparation process that’s backed by the latest AI data. In every negotiation, there’s always a buyer and seller – even when your job title doesn’t include the words sales or procurement. You see, when negotiating you’re either selling your point of view or buying someone else’s point of view. One of the biggest hindrances to negotiation success is negotiating before you’ve had a chance to sell your position. If you can sell your position successfully early on, a lot of the negotiation issues will disappear. However, for this to happen, an effective planning and preparation process will need to be implemented. We’ve all heard the expression “You’ll do better in life if you do your homework,” but how are you supposed to do your homework in a negotiation if you don’t know what the assignment is? Well, your audience is in luck, Tony will deliver the assignment in this presentation.

  • What steps must I take before talking numbers?
  • How do I determine whether I should be offering up discounts?
  • How should I be approaching my conversations with prospects and/or clients?

You Suck At Playing Hardball: How To Win Using Hard-Nosed Negotiation Tactics

In this “crowd-pleasing” keynote, Tony demonstrates the importance of looking at negotiation as a game. And like all games, there are rules that one must abide. For example, in baseball, there are rules for how an offense can score points (i.e. home run) and of course rules for how a defense can prevent points (i.e. double play.) Negotiation has these same parameters; there are tactics (offense) and counter tactics (defense). To play the “game” of negotiation successfully, one must use tactics to get a bigger slice of the proverbial pie as well as counter tactics to protect the slices they already have.

  • What are the best negotiation tactics that I can use to maximize profits?
  • How can I protect myself from manipulative tactics being used on me?
  • How can I be tougher without impacting my relationships in a negative way?

You Suck At Negotiating Price: How To Bargain Like A Pro

In this illuminative keynote, Tony will explain the imperative fundamentals of negotiating price. All transactional negotiations are competitive in nature. Both parties are trying to get the best deal possible for themselves and their organization. Even in the most collaborative of negotiations, there is still an aspect where both parties involved are trying to protect their own interests. If you don’t know how to play the competitive “game” of negotiation, you will NEVER be successful no matter how win/win you try to be. Not only will Tony teach you the rules of competitive price negotiating in this module, but will also provide evidence of his principles through an entertaining negotiation simulation and critique.

  • How much should I ask for and/or what should I offer?
  • What are best-practices when conceding on price?
  • Who should talk price first?

You Suck At Negotiating A Salary: How To Negotiate Your Way To A Dream Job And Salary

In this information-packed keynote, Tony will discuss how to approach the application, interview, and salary negotiation process strategically. He will reveal proven persuasion and negotiation concepts that will not only help you stand-out from other applicants but ensure you get the best deal possible for yourself. What you must understand is that nobody gets what they deserve in a salary negotiation, they only get what they negotiate. This module will completely change your perspective on how to navigate the interview and salary negotiation process. You will leave with all the necessary tools needed to effectively sell yourself and maximize your own value.

  • How can I get my foot in the door for an interview?
  • How should I approach the interview process?
  • How do I determine the salary I should ask for?

You Suck At Relationships: How To Negotiate With Business Relationships That Matter

In this more advanced keynote, Tony will discuss how to strategically approach negotiations with important work and business relationships. You see, a negotiation is a conversation on steroids. The difference between a leisurely conversation and a conversation on steroids comes down to one word…pressure! In a negotiation, both sides are under pressure to achieve some sort of goal. So, the path to negotiation excellence is really about learning how to be in relation to another when under pressure. A negotiation simulation will be used in this module to exploit the many choices we make on an unconscious level that sabotage our success with important relationships. Tony will not only help you become aware of these ego-driven choices but he’ll also equip you with practical strategies that will begin producing results immediately.

  • How can I be tougher in my negotiations without causing friction with my clients or colleagues?
  • What strategies can I employ that’ll protect my negotiations from conflict?
  • How do I approach negotiations with aggressive people?

You Suck At Win/win: How To Creatively And Collaboratively Negotiate Bigger And Better Deals

In this revelatory keynote, Tony will define the true definition of win/win and provide a roadmap on how to creatively and collaboratively find win/win possibilities in every negotiation. You see, win/win has become an overly used cliché statement that is often misunderstood. Most would define win/win as a process where both parties leave the negotiation satisfied, however, that couldn’t be further from the truth. Win/win is NOT a warm and fuzzy feeling you have when you shake hands, it’s a complex process that requires work, discovery, risk-taking, and a healthy dose of creativity. A complex service-contract simulation will be negotiated as part of Tony’s presentation. Audience members will be forced out of their comfort zone and challenged to think outside the box in order to find a bigger and better outcome for all involved.

  • What is win/win negotiating and how do I do it?
  • What are some win/win tactics and strategies that I can employ when I negotiate?
  • How do I approach a negotiation once it has become deadlocked?