What The Lowry Group does

The Lowry Group, LLC is a Nashville-based negotiation training and coaching professional services firm founded in 1996 and led by founder John Lowry. The company delivers a methodology branded 'Negotiation Made Simple' to executive leaders, attorneys, insurance claims professionals, sales teams, entrepreneurs, and government/public-sector buyers, with named enterprise engagements including UPS, Colliers, healthcare organizations, Fortune 500 companies, and universities. Its product portfolio spans a 2023 HarperCollins-published book, a self-paced online course hosted on Teachable, open-enrollment live workshops (next scheduled May 5-6, 2026), fully customized private in-house workshops, executive coaching and consulting, and a keynote-speaking practice. Supporting content assets include the 'Negotiation Made Simple' podcast distributed on 10 platforms, the free 'Everyday Negotiator' video series, and the weekly 'Negotiation Table' newsletter. The firm does not operate a proprietary technology platform; its offering is human-delivered training and content, not software.

Revenue is generated through five streams: custom-quoted enterprise in-house training, private workshops, and live public workshops; per-session or program executive coaching and consulting; keynote speaking fees; one-time book retail; and a recurring online-course subscription. Pricing for services is uniformly quote-based, with private workshops, in-house training, and coaching sold under multi-year enterprise contracts to executive buyers, requiring a consultative sales process initiated through 'Talk to Our Team' and 'Schedule a Call' CTAs. Self-serve digital channels (Teachable course, Amazon/Barnes & Noble/Christian Book/Thrift Books book retail) supplement the sales-led motion with a top-of-funnel content strategy anchored on a podcast, free video series, weekly newsletter, and active LinkedIn/Facebook/Instagram/YouTube presence, plus a distribution partnership with Donald Miller's Business Made Simple University. The firm has trained 75,000+ professionals over nearly three decades and operates with a 1-10 person team, retaining a founder-owned, bootstrapped profile with no disclosed external funding.

Name

The Lowry Group

Legal name

The Lowry Group, LLC

Website

https://lowrygroup.net

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

1–10 employees

Short description

The Lowry Group is a Nashville-based negotiation training and coaching firm founded in 1996 by John Lowry. It serves executive leaders, attorneys, insurance claims professionals, sales teams, and government buyers through in-house workshops, public workshops, keynote speaking, executive coaching, and a HarperCollins-published book.

Ownership category

akta.pro rank

Headquarters

HQ city

Nashville

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Professional Training Services: In-house training, private workshops, and live workshop programs delivered to corporate clients and individuals. Revenue generated through program fees for customized negotiation training for organizations.
2. Coaching and Consulting: Personalized executive coaching and consulting services for individuals and teams facing critical negotiations. Sold on a per-session or program basis.
3. Keynote Speaking: John Lowry delivers keynote speeches at conferences and corporate events on negotiation, leadership, conflict management, and sales topics.
4. Online Course: Self-paced online course on negotiation available through their Teachable platform. Part of Business Made Simple University.
5. Book Sales: Sales of 'Negotiation Made Simple' published by HarperCollins (2023), available through Amazon, Barnes & Noble, Christian Book, Thrift Books, and HarperCollins Leadership.
6. Podcast: The 'Negotiation Made Simple' podcast is distributed across 10 major platforms including Spotify, Apple Podcasts, and Amazon Music. Serves as a marketing channel and potential revenue through audience growth.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels10 records

Core offering

The Lowry Group delivers negotiation and conflict management training to professionals and organizations through customized in-house training, private workshops, open-enrollment live workshops, and one-on-one executive coaching. Founder Dr. John Lowry leads the firm's engagements, supported by a HarperCollins-published book, an online course on Teachable, a multi-platform podcast, and a free video series, serving executive leaders, attorneys, insurance claims professionals, sales teams, entrepreneurs, and government entities.

Product overview

The Lowry Group offers a comprehensive suite of negotiation training products and services centered around its core methodology "Negotiation Made Simple." The portfolio includes a bestselling HarperCollins book, online courses on Teachable, public live workshops (May 5-6, 2026), customized private in-house workshops, keynote speaking engagements, and personalized coaching/consulting services. Supporting products include the free Everyday Negotiator video series, the Negotiation Made Simple podcast (available on 10 major platforms), and the weekly "The Negotiation Table" newsletter. The company has trained over 75,000 professionals worldwide and serves executive leaders, attorneys, insurance claims professionals, sales teams, entrepreneurs, and government/public sector clients.

Differentiator

Problem solved

Functional benefit

Brands

• Negotiation Made Simple: A practical guide book published by HarperCollins in 2023, providing a step-by-step roadmap for negotiation skills.
• Negotiation Made Simple Podcast
• Everyday Negotiator Video Series
• The Negotiation Table Newsletter

Products and services

• Negotiation Made Simple (Book) A top-selling practical guide published by HarperCollins in 2023, providing a step-by-step roadmap for becoming a skilled negotiator. Covers preparation, opening strong, managing concessions, and closing deals with confidence. Aimed at professionals, executives, and business owners across industries.
• Online Course Self-paced digital course providing foundational negotiation skills training, accessible through the Teachable platform and featured within Business Made Simple University. Designed for individual learners seeking flexible, on-demand access to the Negotiation Made Simple methodology.
• Live Negotiation Workshop Open-enrollment structured live workshops with interactive exercises, role-playing, and real-world case studies. Scheduled for May 5-6, 2026, covering strategic planning, effective communication, conflict resolution, and decision-making tools. Available to individuals and organizations.
• Private Negotiation Workshop Fully customized in-house training tailored to an organization's unique challenges and goals. Includes advanced negotiation techniques, hands-on practice, and team-specific scenarios. Ideal for executive leaders, attorneys, insurance claims professionals, sales teams, and corporate executives.
• Keynote Speaking Motivational speaking engagements by John Lowry covering negotiation, leadership, conflict management, and sales topics for conferences, corporate events, and executive team audiences.
• Coaching & Consulting Personalized coaching sessions for executives and teams facing critical negotiations. Services include contract talks, conflict resolution, objective clarification, and strategic approach design. Nearly 30 years of experience serving corporate executives, lawyers, and business leaders.
• Everyday Negotiator Video Series Free 5-video series designed to enhance professional growth with actionable tips for improving negotiation skills in life relationships and business. Accessible via email signup.
• Negotiation Made Simple Podcast Weekly podcast hosted by John Lowry providing practical negotiation advice, Q&As, interviews, and live coaching. Available on 10 major platforms including Spotify and Apple Podcasts.

Quantifiable outcome

• Sales teams achieved 19% increase in average order value and 25% reduction in discount percentage after training
• +2 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Business Made Simple University / Donald MillercoreGTM or Marketing PartnerThe Lowry Group's online course 'Negotiation Made Simple' is featured as part of Donald Miller's Business Made Simple University, a world-class business education platform. This partnership provides distribution through Miller's audience and marketing infrastructure.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Huthwaite International: Research-based sales and negotiation training firm built on behavioral analysis (SPIN Selling heritage), offering enterprise sales and negotiation skill programs. Comparable in delivering outcome-focused sales negotiation training to corporate buyers.
• Vantage Partners: Specialized negotiation and influence advisory firm providing consulting, coaching, and training to Fortune 500 corporate clients. Comparable to The Lowry Group's executive coaching and consulting services for high-stakes business negotiations.
• Black Swan Group: Founded by former FBI negotiator Chris Voss, Black Swan Group delivers corporate negotiation training, keynotes, and coaching built around the 'Never Split the Difference' methodology. It is the most directly comparable negotiation training competitor to The Lowry Group in terms of offering, target audience (executives, sales teams, Fortune 500), and content-led marketing model.
• Shapiro Negotiations Institute: Long-established negotiation training firm offering customized workshops, certification programs, and consulting to corporations, government agencies, and law firms. Directly comparable to The Lowry Group's in-house training, coaching, and public workshop offerings.
• Karrass: Pioneering negotiation training company founded by Chester Karrass, offering in-house seminars and consulting for Fortune 500 sales, procurement, and management teams. Directly comparable as a long-tenured, founder-led negotiation training firm serving enterprise customers.
• VitalSmarts: Creator of the 'Crucial Conversations' and 'Crucial Influence' training programs, VitalSmarts provides corporate training in high-stakes conversations, conflict management, and influence — overlapping with The Lowry Group's negotiation and conflict resolution methodology and enterprise buyer base.

Others

• Business Made Simple University: Donald Miller's online business education platform that distributes The Lowry Group's negotiation course. While not a direct competitor, it is an ecosystem partner with overlapping business-training audiences and content-led distribution.

Broad incumbents

• Program on Negotiation at Harvard Law School: Harvard-affiliated academic program offering executive education, negotiation training, master's-level courses, and publications through a much broader institutional platform. Comparable training methodology and customer overlap, but operates at a larger scale and academic positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@NegotiationMadeSimple
• Facebookfacebook.com/LowryGroup
• LinkedInlinkedin.com/company/the-lowry-group-llc
• Instagraminstagram.com/negotiationmadesimple

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Lowry Group