iMA for Negotiating
Win More Deals.
Protect Your Margins.
Speak Your Buyer’s Language.
A negotiation strategy that works flawlessly on one client might completely alienate another.
Master the iMA framework to predict your prospect’s behavioural style in real time, eliminate communication friction, and close high-stakes deals on terms that make everyone win.
Why traditional negotiation training fails 75% of the time
Most sales and negotiation courses teach a single, “proven” methodology. But human beings aren’t uniform.
Butilisingng iMA (Identify, Modify, Adapt), we recognise that the global business market is divided into four distinct communication wavelengths. You are only naturally aligned with 25% of the people you negotiate with. The remaining 75% speak a completely different behavioural dialect.
When your sales or bid team uses a one-size-fits-all approach, they face predictable tension, prolonged deal cycles, and lost revenue.
iMA provides the exact toolkit required to close that 75% gap.
iMA Training
To know how to use iMA in schools, set up an iMA training course with Ashley Boroda. Two half-day sessions for up to 24 people which take place six weeks apart. For more information and dates, email ashley@ashleyboroda.com
The tactical advantage of iMA in business deals
Real-Time Profiling
Learn to actively read a prospect’s body language, word choices, emails, and speech pacing within the first two minutes of a meeting to accurately identify their colour profile.
Depersonalising Conflict
Negotiation stalemates rarely happen because of numbers; they happen because of personality clashes.
iMA strips away personal static so both parties can focus entirely on commercial alignment.
Tailored Value Propositions
Frame your terms around what the buyer actually values.
- Negotiating with a High Red? Focus entirely on speed, efficiency, and bottom-line ROI.
- Negotiating with a High Green? Provide flawless data, systematic proof, and clear risk mitigation.
Navigating objections by colour
Close the deal on their wavelength
Handling objections smoothly requires matching the buyer’s internal comfort zone:
Handling a red objection:
Handling a yellow objection:
Handling a green objection:
Provide written documentation, historical case studies, and exact metrics. Give them space to process; do not try to force a rushed close.
Handling a blue objection:
Bring iMA negotiation training to your team.
The framework:
The interval strategy:
Sessions are strategically spaced six weeks apart.
This ensures your team applies the principles to real-world pipeline deals, returning for session two to refine their execution based on live results.
Advanced add-ons:
Stop guessing.
Start connecting.
The secret to maximising profit and building unbreakable client relationships is simple: stop treating prospects how you want to be treated and start treating them how they wish to be treated.
Schedule a brief, 30-minute diagnostic call with Ashley Boroda to discuss your current sales or procurement challenges and build a tailored iMA workshop for your organisation.