Overview

Google, IBM & Meta Certificates – 40% Off

One plan covers every Professional Certificate on Coursera.

This course helps sales professionals use brand storytelling to create more persuasive, human and memorable sales conversations. You will explore how narratives influence buyer attention, emotional connection and trust, helping customers understand not only what a brand offers but why it matters. The course begins by examining how authentic brand stories can communicate value, purpose and customer relevance. You will then explore the psychological principles that shape how buyers respond to information, evaluate choices and interpret perceived value during the decision-making process. As the course progresses, you will examine how emotional intelligence supports stronger customer relationships. You will consider how empathy, self-awareness and emotional regulation can help sales professionals respond to hesitation, build rapport and create more trusted consultative conversations. The course concludes by exploring the role of body language and nonverbal communication in sales. By the end of the course, you will be able to combine storytelling, ethical persuasion, emotional intelligence and rapport-building techniques to influence buyer decisions in a credible, brand-aligned way.

Syllabus

Strategic Marketing: Craft A Compelling And Authentic Brand Story To Win Pitches And Drive Sales

This module introduces brand storytelling as a powerful way to communicate value, create emotional connection and make sales messages more memorable. You will explore how authentic stories help customers understand what a brand stands for, why it matters and how it can solve meaningful problems. By examining the role of narrative structure, credibility and emotional engagement in sales communication, you will learn how to craft brand stories that strengthen buyer trust, support persuasive pitches and make sales conversations feel more relevant, human and commercially focused.

Business Psychology: Use Persuasion Techniques To Influence Consumer Behaviour

This module introduces the psychological principles that shape how people respond to information, evaluate value and make buying decisions. You will explore how persuasion works in real business contexts and examine the behavioural triggers that influence attention, trust and action. By understanding how consumers process choices, respond to social cues and interpret perceived value, you will learn how to communicate more effectively and influence buyer behaviour in an ethical, insight-led way.

Customer Experience: Cultivate Strong Relationships Using Emotional Intelligence To Improve Sales

This module explores how emotional intelligence helps sales professionals build stronger relationships, respond to customer needs and create more trusted conversations. You will examine how self-awareness, empathy and emotional regulation influence customer interactions and shape the way buyers experience a brand. By understanding how emotional intelligence supports rapport, credibility and customer confidence, you will learn how to create more meaningful sales conversations that strengthen relationships, improve engagement and support long-term loyalty.

Workplace Body Language: Learn Rapport-Building Techniques To Gain A Competitive Edge

This module focuses on the nonverbal communication skills that support trust, rapport and credibility in sales conversations. You will explore how body language, listening cues, facial expressions and physical presence can influence how messages are received and how relationships develop. By understanding how nonverbal signals affect buyer confidence and interpersonal connection, you will learn how to communicate brand value with greater consistency, build rapport more naturally and support more effective consultative sales interactions.