B2B Sales Foundations For Complex Deals

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Details

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Provider

Coursera
Pricing

Paid Course
Languages

English
Certificate

Certificate Available
Effort

11 hours 25 minutes
Sessions

Self-Paced
Level

Intermediate
Subtitles

English

Found in

Overview

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This course is designed for professionals who want to build strong foundations for selling complex products and services in modern B2B environments. It is particularly suited to sales professionals, account managers and client-facing roles who are early in their B2B sales journey or transitioning into more complex, multi-stakeholder sales contexts. In this course, you will build the core skills required to communicate value with clarity, engage buyers with confidence and navigate early-stage sales conversations that set enterprise opportunities up for success. You’ll develop strong foundations in consultative selling, trust-building and negotiation psychology, helping you understand how buyers think and make decisions across long sales cycles and multiple stakeholders. You’ll practise structured discovery and questioning techniques to uncover real customer needs, qualify opportunities effectively and avoid costly misalignment early in the sales process. The course also strengthens your ability to influence and collaborate with cross-functional stakeholders, ensuring sales conversations are supported by the right internal expertise and momentum. Throughout the course, practical frameworks and real-world examples help you translate theory into confident action. By the end of this course, you’ll be equipped to approach B2B sales conversations with greater clarity, credibility and control, creating early momentum and preparing you for more advanced enterprise-selling challenges.

Syllabus

Sales Skills: Value Creation, Buyer Confidence And Deal Momentum

In this module, you’ll develop the essential sales skills required to engage buyers confidently and create value early in the sales process. You’ll learn how to prepare for sales conversations, understand buyer motivations and communicate your value with clarity and credibility. Through practical techniques, you’ll strengthen your ability to build trust, guide discussions and maintain momentum through key stages of the deal. This module provides a strong foundation for running effective, professional sales interactions in modern selling environments.

Sales Execution: Influence, Commercial Value And Sustained Growth

In this module, you’ll focus on executing sales conversations with greater commercial impact and strategic intent. You’ll learn how to influence decision-making, manage objections and create outcomes that support long-term value and growth. By applying structured approaches to negotiation, pricing and deal progression, you’ll strengthen your ability to close effectively while protecting relationships and commercial outcomes. This module supports confident sales execution and helps you drive sustainable results across a range of sales scenarios.

Sales Skills: Learn Proven Sales Techniques To Confidently Close More Deals

This module expands your foundational skills by introducing practical, repeatable techniques you can apply during live sales conversations. You’ll learn how to guide buyers through their decision-making process, reframe resistance without pressure and use confidence-based communication to strengthen commitment. The module also focuses on behavioural techniques that increase momentum, reduce hesitation and help prospects feel secure moving forward. By building on the fundamentals from Module 1, this module equips you to handle real-time challenges and positions you for deeper trust-building work in the next stage of the course.

Business Psychology: Build Trust In Sales And Close Deals With Confidence

In this module, you’ll discover how trust functions as a psychological catalyst in sales interactions. You’ll explore techniques for building credibility, strengthening rapport and reducing perceived risk for prospects. The module also reveals why emotional intelligence, authenticity and consistent communication are essential for long-term customer relationships. By applying these principles, you’ll learn to create an environment where prospects feel understood, supported and ready to move forward. This trust-based foundation prepares you for the strategic negotiation and stakeholder-influence skills introduced in Module 4.

Business Psychology: Adopt Proven Negotiation Techniques To Get What You Want

This module introduces the core negotiation strategies needed to influence outcomes while maintaining strong professional relationships. You’ll learn how to prepare effectively, identify interests, manage tension and structure proposals in a way that benefits both sides. Through psychological principles and practical negotiation frameworks, you’ll strengthen your ability to navigate difficult conversations and secure mutually beneficial agreements. Building on the trust and communication skills from earlier modules, this section prepares you to negotiate with confidence in more complex internal and cross-functional environments.

Negotiation: Use Collaborative Strategies To Maximise Sales Success And Build Customer Relationships

In the final module, you’ll learn how to negotiate and collaborate effectively inside matrix environments where priorities, authority and incentives may be misaligned. You’ll explore strategies for building internal partnerships, influencing without formal power and navigating competing stakeholder agendas. The module also covers conflict resolution, structured decision-making and techniques for securing long-term alignment. This module brings together the full skillset developed across the course - foundational selling, trust-building and negotiation - so you can confidently drive results in complex organisational settings.