Open Courses

Influential B2B Selling



Knowing how to make contact with the decision maker, deal with competitive offerings and understand organisational buying behaviour, are all keys to success when it comes to business to business sales. The development, and effective deployment, of compelling sales strategies and techniques is more important than it has ever been. This course is conducted as a workshop covering the spectrum of tactical and transformational sales techniques. It introduces current sales thinking and best practices.

Who should attend

This programme is designed for sales executives, sales managers, major account sales managers and field executives, as well as all those involved in face-to-face selling in a B2B environment.  It will focus on utilising world-class techniques in account planning, creating and building customer value, and in maintaining profitable business relationships.

5 days

London | £3600


Organisational buying behaviour

    • The solution driven approach
    • Defining and understanding product / service
    • Researching the markets
    • Adding product value 

Sales - The buying process

    • In corporate markets (B2B)
    • Understanding and awareness of buyer needs
    • Implications of a benefits based approach

Sales - Assessing alternatives

    • Looking for the most benefits
    • Serving the sweet spot
    • Negotiating effectively

Sales - Reducing risk

    • Buyer risk
    • Making the sale
    • Post Sale behaviour

Sales - Integration and account planning

    • Key business objectives for sellers & buyers
    • Customer led drivers
    • Account planning

At the end of this programme delegates will be able to:

  • Understand how organisations reach buying decisions
  • Recognising where the customer is in the buying process
  • Appreciating the value added through consultative selling
  • Understand how to create selling opportunities
  • Understand how to help customers establish decision criteria
  • Appreciate how segmentation can improve sales effectiveness
  • Manage major accounts