B2B Tech Sales Course

Lesson 1 • How B2B Differs from B2C

Contrasts B2B and B2C buying dynamics, decision timelines, and stakeholder complexity. Establishes why tech sales requires a distinct skill set from consumer selling.

Lesson 2 • The Modern B2B Buying Journey

Traces how buyers research, evaluate, and decide on tech solutions today. Grounds sellers in buyer-centric thinking from the start.

Lesson 3 • Buyer Personas in Tech Companies

Identifies the common roles that influence or approve tech purchases. Enables sellers to tailor messaging before the first conversation.

Lesson 1 • The Consultative Selling Mindset

Shifts the seller's orientation from pitching products to solving buyer problems. Anchors all subsequent technique chapters in a problem-first philosophy.

Lesson 2 • Ideal Customer Profile Development

Teaches how to define the firmographic, technographic, and behavioural traits of best-fit accounts. Prevents wasted effort on poor-fit prospects throughout the course.

Lesson 3 • Time and Territory Management

Introduces frameworks for allocating selling time across accounts and activities. Ensures sellers maximise productive hours as deal complexity grows.

Lesson 4 • CRM and Sales Tool Setup

Covers the essential configuration of a CRM and supporting tools for pipeline visibility. Builds the operational backbone sellers rely on in later pipeline chapters.

Lesson 1 • Referral and Partner-Led Prospecting

Introduces structured approaches to generating warm introductions through customers and partners. Builds the highest-converting pipeline source available to sellers.

Lesson 2 • Cold Outreach via Email and Phone

Teaches the structure and psychology of effective cold emails and cold calls. Provides repeatable templates sellers can personalise at scale.

Lesson 3 • Inbound Lead Qualification

Explains how to rapidly assess and prioritise inbound leads before investing selling time. Prevents pipeline inflation with unqualified opportunities.

Lesson 4 • Prospecting Strategy and Planning

Defines a prospecting plan aligned to the ideal customer profile built in Chapter 2. Connects strategic targeting to measurable pipeline output.

Lesson 1 • Qualifying Opportunity Fit

Applies qualification frameworks to determine whether an opportunity deserves continued investment. Prevents sellers from advancing deals that will not close.

Lesson 2 • Mapping the Buying Committee

Teaches how to identify all stakeholders involved in a purchase decision during discovery. Builds the stakeholder map used in negotiation and closing chapters.

Lesson 3 • Questioning Frameworks for B2B

Teaches structured question sequences that reveal pain, impact, and urgency. Equips sellers with the diagnostic tools needed to qualify deeply.

Lesson 4 • Active Listening and Note-Taking

Builds the listening discipline required to capture and use what buyers reveal. Connects listening quality directly to proposal accuracy later in the course.

Lesson 1 • Demo Follow-Up and Next Steps

Defines the actions that must happen immediately after a demo to maintain momentum. Bridges the demo stage to proposal and negotiation chapters.

Lesson 2 • Storytelling in Product Demonstrations

Introduces narrative techniques that make product capabilities memorable and persuasive. Connects feature presentation to the buyer's desired future state.

Lesson 3 • Multi-Stakeholder Demo Delivery

Covers how to present to rooms with mixed technical and business audiences simultaneously. Extends single-persona demo skills to complex buying committees.

Lesson 4 • Handling Questions During a Demo

Prepares sellers to manage interruptions, objections, and gaps without losing momentum. Builds confidence for live, unscripted demo situations.

Lesson 1 • Competitive Differentiation in Proposals

Shows how to position the seller's solution against alternatives without attacking competitors. Strengthens the proposal's persuasive power in contested deals.

Lesson 2 • Anatomy of a Winning B2B Proposal

Breaks down the essential components of a high-converting tech sales proposal. Gives sellers a reusable structure grounded in buyer priorities.

Lesson 3 • Pricing Presentation and Packaging

Covers how to present pricing in a way that anchors value before revealing cost. Reduces sticker shock and sets up negotiation from a position of strength.

Lesson 4 • Building a Business Case

Teaches how to quantify the financial and operational impact of the proposed solution. Equips sellers to speak the language of economic buyers and CFOs.

Lesson 1 • Negotiation Principles for Tech Sales

Introduces interest-based negotiation concepts applied to B2B tech deal structures. Shifts sellers from positional bargaining to value-expanding conversations.

Lesson 2 • Responding to Common Objections

Provides proven response frameworks for the most frequent B2B tech objections. Builds seller confidence through scripted practice and role-play.

Lesson 3 • Objection Prevention Through Discovery

Shows how thorough discovery eliminates most late-stage objections before they arise. Reinforces the discovery skills from Chapter 4 as a negotiation asset.

Lesson 4 • Protecting Margin and Deal Value

Teaches specific tactics to defend pricing and avoid unnecessary concessions. Directly impacts seller quota attainment and company profitability.

Lesson 1 • Upsell and Cross-Sell Execution

Covers how to identify and pursue expansion opportunities within the existing customer base. Applies discovery and proposal skills from earlier chapters to warm accounts.

Lesson 2 • Strategic Account Planning

Teaches how to build a structured plan for growing revenue within a key account over time. Provides the framework sellers use to prioritise expansion activities.

Lesson 3 • Renewal Strategy and Churn Prevention

Identifies the warning signs of churn and the proactive steps to secure renewals early. Protects the revenue base that expansion efforts depend on.

Lesson 4 • Customer Onboarding as a Sales Asset

Explains how a smooth onboarding experience sets the foundation for expansion and renewal. Connects post-sale success to long-term revenue growth.