Sales and Negotiation Course

Lesson 1 • The Buying and Selling Process

Maps the end-to-end journey from prospect awareness to closed deal. Connects buyer psychology to seller actions at each stage.

Lesson 2 • Ethics and Professional Standards

Establishes ethical obligations in sales and negotiation, including honesty, fairness, and confidentiality. Grounds students in conduct standards before technique training begins.

Lesson 3 • The Sales and Negotiation Mindset

Defines the professional identity of a salesperson-negotiator and contrasts transactional vs. relational approaches. Sets the mental foundation for all subsequent skill development.

Lesson 1 • Building Buyer Personas

Guides construction of detailed profiles capturing buyer goals, pain points, and decision criteria. Personas become the reference tool for tailoring pitches and proposals.

Lesson 2 • Competitive Intelligence

Covers methods for gathering and analysing competitor positioning, pricing, and strengths. Equips students to differentiate their offer and anticipate objections.

Lesson 3 • Customer Needs Analysis

Introduces structured frameworks for uncovering explicit and latent customer needs before pitching. Bridges market research to the discovery conversations covered in Chapter 3.

Lesson 1 • Lead Qualification Frameworks

Teaches structured criteria for assessing whether a prospect is worth pursuing. Prevents wasted effort and focuses resources on high-probability opportunities.

Lesson 2 • Prospecting Strategies and Channels

Surveys inbound and outbound prospecting methods including referrals, cold outreach, and social selling. Students select channel mixes aligned to their target segments.

Lesson 3 • Pipeline Stages and Metrics

Defines standard pipeline stages and the key metrics that reveal pipeline health. Students learn to diagnose bottlenecks and forecast revenue accurately.

Lesson 4 • CRM Tools and Pipeline Hygiene

Covers CRM usage for tracking opportunities, logging activities, and maintaining data accuracy. Clean pipeline data is positioned as a prerequisite for reliable forecasting.

Lesson 1 • Running an Effective Discovery Call

Integrates questioning, listening, and impact-mapping into a structured discovery call format. Students practice and receive feedback on full discovery conversations.

Lesson 2 • Active Listening and Empathy

Builds skills in reflective listening, paraphrasing, and reading nonverbal cues. Empathy is positioned as a tool for deepening need discovery and rapport.

Lesson 3 • Mapping Pain to Business Impact

Guides students to quantify the cost of a customer's problem in business terms. Connecting pain to financial or strategic impact creates urgency and justifies investment.

Lesson 4 • Questioning Techniques

Teaches open, probing, and confirming question types and when to deploy each. Structured questioning sequences guide buyers to articulate their own needs.

Lesson 1 • Structuring a Winning Pitch

Teaches proven pitch architectures that move buyers from problem recognition to solution acceptance. Structure is matched to deal complexity and audience type.

Lesson 2 • Handling Questions During Pitches

Prepares students to respond to tough questions without losing momentum or credibility. Techniques for bridging back to key messages are practiced.

Lesson 3 • Value Proposition Development

Guides construction of clear, differentiated value statements tied to specific buyer pain points. Students craft propositions that are measurable and credible.

Lesson 4 • Presentation Delivery Skills

Develops verbal and nonverbal delivery skills including pacing, eye contact, and vocal variety. Delivery quality is linked directly to buyer confidence and engagement.

Lesson 1 • Closing Techniques and Timing

Covers a range of closing methods matched to buyer readiness and deal context. Students learn to read closing signals and choose the appropriate technique.

Lesson 2 • Managing Stalled Deals

Provides strategies for re-engaging prospects who have gone silent or delayed decisions. Techniques include re-qualification, new value injection, and executive escalation.

Lesson 3 • Understanding Buyer Resistance

Distinguishes genuine objections from stalls, misunderstandings, and negotiating tactics. Accurate diagnosis determines the correct response strategy.

Lesson 4 • Common Objections and Responses

Provides response frameworks for the most frequent objections including price, timing, and competition. Students build a personal objection response library.

Lesson 1 • Tactical Moves and Counter-Moves

Covers common negotiation tactics such as anchoring, bracketing, and the good-cop/bad-cop dynamic. Students learn to recognise and neutralise adversarial moves.

Lesson 2 • Negotiation Preparation and Planning

Establishes preparation as the primary driver of negotiation outcomes. Students build negotiation plans covering goals, limits, and counterpart analysis.

Lesson 3 • Multi-Issue and Package Deals

Teaches how to negotiate across multiple variables simultaneously to create value beyond price. Packaging issues prevents single-issue deadlocks and expands the deal.

Lesson 4 • Core Negotiation Frameworks

Introduces principled negotiation, interest-based bargaining, and positional bargaining models. Students select frameworks appropriate to deal context and relationship stakes.

Lesson 1 • Transitioning from Sale to Partnership

Covers the critical post-close period where trust is built or eroded through delivery and follow-through. Positions account management as a revenue growth discipline.

Lesson 2 • Executive Relationship Management

Builds skills for engaging and maintaining relationships with senior stakeholders in key accounts. Executive access is linked to account protection and strategic influence.

Lesson 3 • Measuring Account Health and Retention

Introduces metrics and early-warning indicators that signal churn risk or growth potential. Data-driven account reviews replace reactive relationship management.

Lesson 4 • Upselling and Cross-Selling

Develops skills for identifying and pursuing expansion revenue within existing accounts. Ethical expansion is framed as delivering additional value, not pushing products.