B2B Sales Course

Lesson 1 • Sales Roles and Revenue Models

Outlines common B2B sales roles, quota structures, and how revenue is generated and measured. Grounds students in the professional context they will operate in.

Lesson 2 • The B2B Buying Process

Maps the stages a business buyer moves through before committing to a purchase. Connects buyer behavior to seller strategy throughout the chapter.

Lesson 3 • Core Value Proposition Concepts

Introduces how businesses articulate and quantify the value they deliver to clients. Provides the language and logic used in all later sales conversations.

Lesson 1 • Market Segmentation Strategies

Covers vertical, horizontal, and geographic segmentation approaches for B2B markets. Enables focused resource allocation across target segments.

Lesson 2 • Identifying Key Stakeholders

Explains how to map decision-makers, influencers, and blockers within a target account. Prepares students to engage the right people at the right time.

Lesson 3 • Building a Target Account List

Guides students through sourcing, scoring, and ranking accounts against the ICP. Produces a prioritized list that drives prospecting activity.

Lesson 1 • Multi-Channel Sequence Design

Combines email, phone, and social touches into a structured cadence with defined timing and steps. Synthesizes all outreach skills into an executable prospecting system.

Lesson 2 • Prospecting Mindset and Metrics

Establishes the activity discipline and key metrics that drive consistent pipeline generation. Sets the performance baseline for all outreach tactics covered next.

Lesson 3 • Cold Email Copywriting

Teaches the structure, personalization, and call-to-action principles of high-converting cold emails. Directly feeds into multi-channel sequence design.

Lesson 4 • Social Selling and LinkedIn Outreach

Applies social platforms to warm up prospects and initiate conversations before direct outreach. Integrates with email and phone for a cohesive sequence.

Lesson 1 • Discovery Call Preparation

Covers pre-call research, hypothesis formation, and agenda setting for effective discovery. Strong preparation directly improves question quality and call outcomes.

Lesson 2 • Qualifying Opportunities Rigorously

Applies qualification frameworks to assess whether an opportunity is worth pursuing. Prevents wasted effort on deals that will not close.

Lesson 3 • Questioning Frameworks

Introduces structured questioning models to surface pain, impact, and urgency in a natural conversation. Provides the core diagnostic toolkit for every sales conversation.

Lesson 4 • Documenting and Sharing Discovery Insights

Teaches how to translate discovery notes into CRM records and internal deal briefs. Connects individual discovery work to team-wide deal strategy.

Lesson 1 • Managing Presentation Dynamics

Addresses multi-stakeholder room management, Q&A handling, and virtual presentation challenges. Ensures delivery quality regardless of audience size or format.

Lesson 2 • Storytelling and Business Case Framing

Applies narrative techniques and financial framing to make the solution's value emotionally and logically compelling. Bridges feature explanation to business outcome.

Lesson 3 • Running Effective Product Demos

Teaches how to scope, script, and deliver demos that show relevant value rather than feature lists. Directly applies discovery insights to the demonstration flow.

Lesson 1 • Closing Techniques and Commitment

Teaches trial closes, assumptive closes, and next-step commitment methods appropriate for B2B. Connects negotiation resolution to a signed agreement.

Lesson 2 • Negotiation Principles for B2B Sales

Covers interest-based negotiation, anchoring, and concession strategy specific to B2B deal structures. Builds the mindset of value protection over price capitulation.

Lesson 3 • Understanding Buyer Objections

Categorizes common B2B objections by type and root cause to enable targeted responses. Reframes objections as buying signals rather than rejection.

Lesson 4 • Discounting Discipline and Approval

Establishes when and how to offer discounts without eroding deal value or setting bad precedents. Protects company margin while keeping deals moving.

Lesson 1 • Pipeline Stages and Deal Criteria

Defines each pipeline stage, entry criteria, and exit criteria to create a shared deal language. Ensures consistent pipeline hygiene across the sales team.

Lesson 2 • Prioritizing Effort Across Deals

Applies time and effort allocation principles to maximize revenue output from a finite deal portfolio. Prevents over-investment in low-probability opportunities.

Lesson 3 • Opportunity Planning and Strategy

Teaches how to build a deal plan that maps stakeholders, actions, and timelines to a close date. Converts discovery and qualification data into a winning strategy.

Lesson 4 • Sales Forecasting Fundamentals

Introduces commit, best-case, and pipeline forecast categories and how to assign deals accurately. Builds the habit of honest, data-driven revenue prediction.

Lesson 1 • Post-Sale Relationship Management

Covers handoff protocols, onboarding involvement, and early relationship-building after a deal closes. Prevents churn by establishing trust before problems arise.

Lesson 2 • Strategic Account Planning

Teaches how to build a structured account plan that maps growth opportunities, stakeholders, and goals. Transforms reactive account management into proactive revenue strategy.

Lesson 3 • Renewal Strategy and Churn Prevention

Covers renewal forecasting, risk identification, and proactive intervention to protect recurring revenue. Ensures retention is managed as a deliberate sales motion.

Lesson 4 • Upsell and Cross-Sell Execution

Applies discovery and value-framing skills to identify and close expansion revenue within accounts. Directly leverages the trust built through post-sale relationship management.