Account Executive Course

Lesson 1 • Core Metrics and Performance Standards

Introduces quota, pipeline coverage, win rate, and average deal size as primary KPIs. Connects metric literacy to daily prioritisation decisions.

Lesson 2 • The Consultative Sales Mindset

Shifts thinking from product-pushing to problem-solving as the foundation of modern selling. Establishes the buyer-centric perspective carried through all later chapters.

Lesson 3 • Professional Habits and Daily Discipline

Covers time-blocking, CRM hygiene, and pipeline reviews as non-negotiable daily practices. Links discipline directly to consistent quota attainment.

Lesson 1 • Buying Committee Structures

Identifies economic buyers, champions, influencers, and blockers within complex deals. Teaches students to map power and navigate multi-stakeholder environments.

Lesson 2 • Competitive Landscape Awareness

Teaches how buyers evaluate alternatives and how competitors position against your solution. Prepares students to handle competitive objections with confidence.

Lesson 3 • Ideal Customer Profile Development

Defines firmographic, technographic, and behavioural attributes of best-fit accounts. Enables precise targeting that improves conversion rates throughout the funnel.

Lesson 4 • Buyer Psychology and Motivation

Examines emotional and rational drivers behind B2B purchase decisions. Provides the psychological foundation for all discovery and messaging work ahead.

Lesson 1 • Inbound Lead Qualification

Converts marketing-generated leads into qualified opportunities through rapid, structured follow-up. Teaches speed-to-lead principles and initial fit assessment.

Lesson 2 • Pipeline Health and Coverage Management

Establishes pipeline coverage targets and teaches how to diagnose and repair a weak pipeline. Links prospecting volume to predictable revenue outcomes.

Lesson 3 • Social Selling and Digital Presence

Uses professional networks and content engagement to warm up cold prospects. Positions the AE as a credible resource before the first direct conversation.

Lesson 4 • Prospecting Strategy and Target Selection

Applies ICP criteria to build prioritised account lists and territory plans. Connects strategic targeting to higher conversion rates and shorter sales cycles.

Lesson 1 • Questioning Frameworks and Techniques

Introduces situation, problem, implication, and need-payoff questioning to surface deep pain. Teaches sequencing questions to guide buyers toward self-discovered urgency.

Lesson 2 • Mapping the Decision Process

Uncovers timeline, budget, authority, and evaluation criteria during discovery. Prevents late-stage surprises by surfacing process details early.

Lesson 3 • Discovery Call Debrief and Documentation

Structures post-call notes, CRM updates, and next-step commitments to preserve insights. Ensures discovery findings drive every subsequent stage of the deal.

Lesson 4 • Discovery Call Preparation

Covers pre-call research, hypothesis formation, and agenda-setting to maximise call quality. Preparation is framed as a competitive advantage, not a formality.

Lesson 1 • Value Proposition Development

Translates discovery findings into a differentiated value story tied to the buyer's specific outcomes. Moves beyond feature lists to business-impact narratives.

Lesson 2 • Proposal Structure and Design

Covers the anatomy of a winning proposal: executive summary, solution fit, ROI, and next steps. Teaches visual clarity and logical flow as persuasion tools.

Lesson 3 • Pricing Presentation and Anchoring

Teaches how to introduce pricing in context of value to minimise sticker shock. Covers anchoring, tiered options, and framing investment against cost of inaction.

Lesson 4 • Presentation Delivery Skills

Develops verbal and visual storytelling techniques for live and virtual proposal presentations. Connects delivery confidence to buyer trust and deal momentum.

Lesson 1 • Common Objections and Responses

Addresses price, timing, competitor preference, and internal priority objections with proven responses. Prepares students for the objections they will face in every deal.

Lesson 2 • Objection Handling Frameworks

Applies acknowledge-clarify-respond-confirm and similar frameworks to common objections. Builds a repeatable process that remains calm and buyer-focused under pressure.

Lesson 3 • Closing Techniques and Commitment

Introduces assumptive, summary, and trial closes as natural progressions of a well-run deal. Teaches students to ask for commitment without pressure or manipulation.

Lesson 4 • Objection Psychology and Classification

Distinguishes real objections from stalls, misunderstandings, and negotiating tactics. Teaches students to diagnose before responding to avoid wasted effort.

Lesson 1 • Mutual Action Plans and Deal Milestones

Creates shared timelines with buyers that align both parties on steps to a signed agreement. Mutual action plans reduce ghosting and accelerate decision-making.

Lesson 2 • Forecasting and Pipeline Reporting

Teaches commit, best-case, and pipeline forecast categories with supporting evidence standards. Accurate forecasting builds credibility with management and improves planning.

Lesson 3 • Opportunity Qualification and Scoring

Applies qualification criteria to score opportunities and prioritise time on winnable deals. Prevents wasted effort on deals that will never close.

Lesson 4 • Multi-Stakeholder Engagement Strategy

Develops strategies to engage, educate, and align multiple stakeholders across a buying committee. Addresses the risk of single-threaded deals and champion dependency.

Lesson 1 • Strategic Account Planning

Creates multi-year account plans that map growth opportunities, relationships, and competitive risks. Transforms reactive account management into proactive revenue strategy.

Lesson 2 • Expansion Selling and Upsell Strategy

Identifies expansion triggers and teaches upsell and cross-sell motions within existing accounts. Expansion revenue is more efficient than new logo acquisition.

Lesson 3 • Executive Relationship Development

Builds skills to engage C-suite and VP-level contacts as strategic partners, not just buyers. Executive relationships protect accounts and open new budget conversations.

Lesson 4 • Post-Sale Handoff and Onboarding Alignment

Structures the transition from AE to customer success to protect the relationship and set expectations. A clean handoff prevents churn and enables future expansion.