Becoming a Sales Professional: An Apprentice’s Diary
Hi, I’m Maria Amparan.
I used to think negotiation was about being persuasive: saying the right thing at the right time. However, after sitting down with Sales Specialist, Yvonne Breen, Partnership Director at Royal Mail, I realised it’s not about being polished, it’s about being present.
She didn’t give me a script, she gave me a mindset. One that sees negotiation as a conversation, not a contest; it reminded me of something someone once told me: “Be curious, Maria.”
That advice changed everything. It shifted how I approach conversations. I stopped trying to impress and started trying to understand. That’s when things began to flow.
I also realised it’s okay not to know the answer: if you’re honest about it, take it with you, find out, and come back with something useful.
Here are three insights that reshaped how I approach negotiation, and how I’m using them every day:
1. It’s not just what they want, it’s what they value
Yvonne didn’t just talk about offers, she talked about people: what they care about, what they fear, what they’re willing to trade. That’s not just sales, it’s emotional awareness.
What I took away:
“Negotiation starts way before the pitch: it starts with listening.”
Now, before every call, I try to figure out what really matters to them by preparing, researching and trying to understand the prospect, not just what they say they want. I even track emotional cues in my notes as it helps me show up better.
2. Ask to understand, not just to confirm
Yvonne said something simple but powerful: the best questions aren’t clever, they’re clear. They show you’re listening and invite the other person to shape the solution with you.
People like to talk about what matters to them. So ask questions, even if you think they sound silly! It shows you care and builds trust.
What I took away:
“Asking good questions isn’t a weakness, it’s how you find the real opportunity.”
Now I ask things like:
- “What is important for you?”
- “What’s missing from your current setup?”
- “What is important to your customers?”
These questions open the conversation and build trust.
3. Start early, stay present
One of the biggest lessons? Don’t wait for the contract to be up. Yvonne said the real work starts months before that, which is when the trust is built.
What I took away:
“Negotiation is a long game; be there before they need you.”
Now I track renewal dates and plan soft check-ins, just to stay visible and helpful. I want to be seen as a partner, not a pitch. Following up with updates or useful information shows you honour the relationship and it positions you as an advisor.
How I’m using this at Royal Mail & Parcelforce
- I understood the need to track for contract timelines and emotional signals
- I prep with questions, not just offers
- After every call, I ask myself: did I really listen?
- I plan follows ups and started updating my customers with information or changes.
Final thought
Yvonne taught me that negotiation isn’t about winning, it’s about understanding. When you lead with that, the results take care of themselves.
Try never to say “no” to a customer straight away. Whatever the request is, first find out the reason behind it. Take it with you, explore it, and see if there’s anything you can do to help. Don’t be afraid to reach out across departments or roles.
When you come back with an outcome, you’ll have two possible results:
- A negative one, which still shows the customer you tried. If you point them toward help or offer useful information, you’re still adding value.
- A positive one, which strengthens the relationship, and gives you something to negotiate with in return.
Personal reflection: From pressure to presence
There was a time I thought I had to have all the answers; that being good at sales meant being quick, polished, and persuasive.
Curiosity gave me permission to slow down, to ask questions, admit when I didn’t know something, and to go find out. It helped me realise that negotiation isn’t about control, it’s about connection.
Meeting with Yvonne Breen reminded me of that: she didn’t just talk about deals, she talked about people. That’s what I want to carry forward in every conversation: the courage to listen, the confidence to ask, and the curiosity to keep learning.
I’m still growing. Still figuring it out, but I now know that being present is more powerful than being perfect.
“Stay curious, listen deeply, act with purpose, and never be afraid to say: ‘I don’t know yet.’“
Royal Mail Sales Executive/ Sales Apprentice