Overview

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This course develops the advanced commercial skills required to influence buying committees, navigate enterprise procurement environments and close high-value B2B deals. Building on the buyer-coaching techniques from Course 2, you will learn how to guide stakeholders through objections, uncertainty and risk as deals approach commitment. You’ll explore the dynamics of modern enterprise buying processes, including qualification frameworks, multi-threaded engagement and value engineering techniques that strengthen deal progression. The course also examines how to manage procurement expectations, collaborate with legal and compliance teams and build consensus across complex stakeholder groups. Designed for sales professionals responsible for high-stakes opportunities, this course equips you with practical frameworks for objection handling, negotiation and closing. By the end, you will be able to guide enterprise deals through final decision stages with confidence while strengthening long-term customer relationships through structured account and CRM strategies.

Syllabus

Sales Skills: Advance Your Sales Success With Powerful Coaching, Challenging and Closing Techniques

This module develops your ability to coach buyers, challenge assumptions, and guide prospects toward confident decisions. You’ll explore advanced techniques used by top-performing sales professionals, including insight-led questioning, reframing, objection navigation, and value-driven conversations. The focus is on helping customers think differently, uncover deeper needs, and make decisions with conviction. By the end, you’ll know how to lead powerful sales conversations that accelerate progress and increase your close rate.

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

This module teaches negotiation and collaboration techniques that strengthen customer relationships and support long-term success. You’ll learn how to work with buyers rather than against them, use transparency to reduce resistance, create shared value, and guide discussions toward mutually beneficial solutions. The module highlights communication, alignment, and strategic preparation as essential negotiation tools. By the end, you’ll negotiate with more confidence, empathy and effectiveness.

Sales For The Future: Redefining Roles And Strategies For Customer-Centric Growth

This module explores the future of sales in an increasingly digital, data-driven, and customer-centric world. You’ll examine evolving buyer expectations, emerging technologies, and the new capabilities required to succeed. The module helps you adapt your approach, personalise value, use data intelligently, and build modern sales practices that support long-term growth. By the end, you’ll understand how to position yourself - and your organisation - for the next generation of selling.

Customer Experience: Adopt Proven CRM Strategies To Boost Sales And Loyalty

In this module, you’ll discover how effective CRM strategies underpin stronger customer relationships and sustained sales growth. You’ll learn how to use CRM systems to manage client data, personalise communication and identify opportunities for retention and upsell. The module also covers segmentation, automation and targeted follow-up strategies that help you stay relevant throughout the customer lifecycle. By the end, you’ll understand how CRM-driven processes elevate customer experience, support consistent engagement and contribute directly to higher sales performance and long-term loyalty.

Customer Experience: Establish A Proven Framework To Increase Loyalty And Client Satisfaction

This module provides a structured approach to delivering consistent, high-quality customer experiences. You’ll learn how to map journeys, strengthen touchpoints, set service standards, and implement systems that improve satisfaction at scale. The module gives you tools for aligning teams, simplifying processes, and measuring what matters most. By the end, you’ll have a clear framework for building customer loyalty through reliability, empathy, and thoughtful design.

Customer Success: The Sales Approach To Long-Term Customer Retention

This module teaches you how to use a customer success mindset to retain, grow, and delight your client base. You’ll explore onboarding, value reinforcement, churn prevention, and proactive engagement strategies that strengthen long-term relationships. The module shows how success planning, measurement, and communication create ongoing value for your customers. By the end, you’ll know how to drive renewals, expand accounts, and build customer partnerships that last.