Headquartered in Tikkakoski, Jyväskylä, Tikka Spikes Oy is one of the world’s largest producers of tire studs. Known for its uncompromising quality, Tikka Spikes is also the most experienced player in the field. Founded more than 60 years ago, the company is the oldest tire stud manufacturer in the world.
For many years, Tikka Spikes was part of the German tire giant Continental AG, but in March 2024, Tikka Spikes’ management bought the business back. Today, the company sells tire studs designed for demanding conditions to customers around the world, including its former parent company, Continental, as well as its competitors.
While Tikka Spikes is known for its products, its leadership has also earned a reputation for strong negotiation skills – thanks in part to Aalto EE’s Negotiation Skills program. When David Houghton and Anastasiya Huhtala joined the company’s international sales team soon after the management buyout, they were encouraged to attend the program without delay.
“I’d only been working at Tikka Spikes for a week or two when our Head of HR suggested that Anastasiya and I should take part in Aalto EE’s Negotiation Skills training. I thought, why not, maybe I’d pick up a few useful tips. The training turned out to be far better and more valuable than I ever could have imagined,” David says.
The entire Tikka Spikes leadership team and a majority of its sales professionals have participated in the program. All of them apply its principles in negotiations with international clients.
“After the training, I felt that Anastasiya and I truly fit in with the Tikka Spikes sales team. We shared the same deep understanding of negotiation and the same effective methods as our colleagues,” David reflects.
“During the course, many things we’d heard at work suddenly had context and explanations. I realized why our manager always emphasizes: ‘Never assume – ask!’ That’s one of the core pillars of good negotiation we learned in the training,” Anastasiya says.
An intensive and hands-on program
Over the course of two and a half days, participants learn about the dynamics of interaction, as well as negotiation strategies and tactics that lead to the best possible outcomes. The hands-on training includes numerous negotiation exercises.
“The instructor, Gopal RajGuru, was extremely knowledgeable and inspiring. He has an impressive background as a negotiator and so many interesting, real-world examples that really enriched the learning experience,” Anastasiya highlights.
“Gopal’s teaching methods were excellent. The training was very intensive, but so well structured that we were able to absorb a tremendous amount of new information,” David says.
“We learned step by step: Gopal first fed us a few key principles and methods, then we had hands-on group exercises, followed by more learning and more exercises. There was constant feedback. The course materials were fantastic, too. Everything was based on real negotiation situations that Gopal had been part of, just like the practical exercises,” David adds.
Careful preparation is the basis for a successful negotiation
The training teaches participants to use a structured process when preparing for negotiations. This ensures that each team member understands their role and has the tools to play it effectively.
“Negotiation is a team sport – especially in global sales. Everyone needs to understand their role,” David says. “Otherwise, you risk talking over each other or sending mixed messages. Everyone needs to know exactly what their task is before they walk into the room: what to say, when to say it, and when to stay silent.”
Anastasiya and David both emphasize that the goal of negotiation isn’t always to reach an agreement.
“Tikka Spikes is a very dynamic work environment. You’re constantly learning something new. We negotiate with major global clients, and no two days are the same. As relatively new employees, we’re both eager to succeed and prove what we can do,” Anastasiya shares.
“The Negotiation Skills program gave us a great foundation for achieving good outcomes. It also gave us a useful sense of perspective. It helped us understand that it’s much better to walk away empty-handed than agree to something you’ll regret later,” David notes.
If possible, train the entire team
Both Anastasiya Huhtala and David Houghton have international backgrounds and strong roots in Finland. Originally from the UK, David has lived in Finland since 1992. He laughs that the training has benefits beyond work as well.
“My wife is a lovely, amazing, strong-willed Finn. After this training, I think there’s a real chance I’ll get to decide what we watch on TV one week. I now understand that a ‘no’ doesn’t mean the negotiation is over – it’s the start of figuring out the conditions for a result that makes both sides happy,” he says with a smile.
If at all possible, I’d send the whole team. It’s one thing if you master these skills yourself. That’s already a big advantage. But when the whole team knows them, it’s a completely different level of competitive edge.
Anastasiya and David affirm they’re pleased to recommend Aalto EE’s Negotiation Skills program.
“It was an excellent course. I completely understand why it’s the norm rather than the exception for new salespeople at Tikka Spikes to take it. We walked away with concrete skills and a sharper understanding that makes a real difference in all kinds of negotiations, at work and in our personal lives,” Anastasiya describes.
“I absolutely recommend taking part. If at all possible, I’d send the whole team. It’s one thing if you master these skills yourself. That’s already a big advantage. But when the whole team knows them, it’s a completely different level of competitive edge. You’re much more likely to get the outcomes you want when everyone’s aligned and using the same proven techniques,” David emphasizes.