B2B Sales: Negotiation, Deal Closing And Buyer Influence

via Coursera Specialization

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Provider

Coursera Specialization
Pricing

Paid Course
Languages

English
Certificate

Certificate Available
Sessions

Self-Paced
Level

Intermediate

Found in

Overview

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This Specialization equips sales professionals with the negotiation, communication and closing skills needed to manage complex buyer conversations with confidence. Across four courses, you will learn how to prepare for sales negotiations, protect value, influence buyer decisions, handle objections and guide deals towards clear commitment. You will begin by building strong negotiation foundations, including BATNA, reservation points, walk-away criteria, collaborative strategy and negotiation psychology. You will then develop the communication skills needed to build trust, listen actively, frame value persuasively and adapt your approach through body language, rapport and buyer influence. As the Specialization progresses, you will learn how to manage objections, buyer resistance and difficult conversations. You will explore how to reframe concerns, reduce tension, map stakeholder priorities and build consensus across complex buying groups. The final course focuses on closing strategies, deal commitments, CRM, customer success and long-term relationship growth. By the end, you will be able to prepare more effectively, negotiate with structure, communicate value clearly, respond to resistance professionally and close deals in ways that support lasting customer relationships.

Syllabus

Course 1: B2B Sales: Negotiation Preparation And Strategy
Course 2: B2B Sales: Communication And Buyer Influence
Course 3: B2B Sales: Objection Handling And Buyer Consensus
Course 4: B2B Sales: Deal Closing And Customer Retention

Courses

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This course develops the communication behaviours that support persuasive, trust-based negotiation. Learners explore how active listening, questioning and clarification help uncover buyer needs, concerns and decision criteria before moving into more persuasive dialogue. The course then examines influence and persuasion techniques that help professionals communicate ideas more clearly and ethically. Learners consider how credibility, message framing and audience awareness shape negotiation conversations and support stronger agreement-building. The body-language modules build a practical sequence from confidence and professional presence to rapport-building and meeting communication. Learners examine how non-verbal cues, posture, tone, mirroring and meeting behaviours affect trust, credibility and buyer engagement. , By the end of the course, learners will be able to listen more effectively, communicate with greater influence and use verbal and non-verbal skills to guide more productive negotiation conversations.
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This course helps learners close sales conversations with greater confidence while protecting long-term customer value. Learners explore practical closing techniques, coaching-led sales improvement, CRM strategy and customer-centric growth so they can move buyers towards agreement and maintain strong relationships after the deal is won. The course begins with proven sales techniques for guiding buyer conversations towards commitment. Learners then explore advanced closing, coaching and challenge-based approaches that help sales professionals improve performance, strengthen confidence and handle final-stage deal conversations more effectively. As the course progresses, learners examine how CRM systems, customer experience strategy and retention-focused selling support loyalty and sustainable growth. They also consider how clear closing plans, deal commitments and handover steps help maintain buyer confidence after agreement. By the end of the course, learners will be able to close deals more confidently, support smooth post-close transitions and use customer-centric strategies to grow long-term commercial value.
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This course introduces the foundations of structured sales negotiation and prepares learners to approach deal conversations with greater clarity, confidence and control. Learners explore the core stages, styles and variables that shape negotiation outcomes, with a focus on preparation, alternatives and relationship-led decision-making. The course then strengthens negotiation planning through a focused text-based module on BATNA, walk-away points and preparation. Learners examine how to define target outcomes, identify fallback options, assess trade-offs and prepare for conversations where value, risk and customer priorities must be balanced. As the course progresses, learners explore the psychology behind negotiation behaviour, including power dynamics, bias, emotional control and ethical judgement. They then apply collaborative negotiation strategies to sales conversations where trust, customer value and mutually beneficial outcomes matter. By the end of the course, learners will be able to prepare more effectively for sales negotiations, assess alternatives with confidence and use structured negotiation principles to support stronger customer agreements.
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This course helps learners manage buyer objections, resistance and stakeholder hesitation during sales negotiations. Learners explore why buyers raise concerns, how trust affects decision-making and how to respond when deal conversations become difficult, emotional or complex. The course begins with trust-based selling and practical objection handling before moving into difficult conversations and conflict de-escalation. Learners examine how to stay calm, listen carefully, respond with empathy and keep conversations focused on value rather than defensiveness. As the course progresses, learners explore complex B2B sales environments where multiple stakeholders influence deal outcomes. They consider how to identify decision-makers, understand competing priorities and build consensus across a buying group. By the end of the course, learners will be able to reframe objections, reduce resistance, manage difficult buyer conversations and guide stakeholders towards clearer agreement and next steps.