Sales Strategies: Mastering Complex B2B Sales

via Coursera Specialization

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Provider

Coursera Specialization
Pricing

Paid Course
Languages

English
Certificate

Certificate Available
Effort

8 weeks, 3 hours a week
Sessions

Self-Paced
Level

Intermediate

Found in

Overview

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This Specialization prepares professionals to succeed in complex B2B sales environments where deals are high value, decision cycles are long and multiple stakeholders influence outcomes. Across three courses, you’ll build the skills to qualify and progress enterprise opportunities, manage buying groups, navigate procurement processes and create long-term value through strategic account management. By the end of the Specialization, you’ll be equipped to lead complex B2B deals with greater clarity, control and commercial impact, while building trusted relationships that support sustained growth

Syllabus

Course 1: B2B Sales Foundations For Complex Deals
Course 2: Advanced B2B Sales For Enterprise Deals
Course 3: Enterprise Account Strategy And Growth

Courses

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This course is designed for B2B sales professionals who manage long, complex sales cycles and high-value opportunities involving multiple decision-makers. It is particularly suited to account executives, enterprise sales roles and experienced sales professionals who already understand sales fundamentals and want to strengthen their strategic and execution capabilities. You’ll deepen your ability to manage complex enterprise opportunities by applying insight-led selling and challenger-style reframing to shape buyer perspectives and influence decision-making. The course develops advanced qualification skills, multi-threaded engagement strategies and value engineering techniques that help you create momentum across buying groups. You’ll learn how to manage stakeholders across legal, compliance and procurement functions, navigate formal RFP processes with confidence and build structured deal plans that support clarity and control. The course also strengthens your ability to create financially credible value propositions, use inspection methods to improve forecasting accuracy and analyse sales data to identify patterns that support continuous improvement. By the end of this course, you’ll be equipped to lead enterprise-level opportunities from first engagement to final signature with greater clarity, control and commercial impact.
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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.
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This course is designed for professionals responsible for managing and growing long-term B2B client relationships. It is ideal for account managers, customer success professionals and sales leaders who want to move beyond deal execution and focus on retention, expansion and sustainable account growth. In this course, you will learn how to design and deliver customer experiences that strengthen long-term relationships, improve retention and support sustainable revenue growth. You’ll develop the skills needed to understand client needs deeply, manage complex enterprise accounts and create consistent value across customer journeys. The course explores how customer experience, account management and emotional intelligence work together in real business settings. You’ll learn how to build practical customer personas, map key touchpoints and analyse customer feedback to identify opportunities for improvement. You’ll also discover how CRM systems and customer data can be used to personalise communication, manage multi-stakeholder relationships and support informed decision-making. A strong emphasis is placed on emotional intelligence and trust-building behaviours, helping you foster stronger professional relationships and handle interactions with confidence and empathy. You’ll apply structured loyalty and account-planning frameworks to reduce churn, support renewals and identify opportunities for expansion. By the end of this course, you’ll be equipped to manage enterprise accounts more strategically, build stronger client relationships and drive long-term revenue through effective account planning and customer experience management.