Virtual
B2B Sales
Build stronger B2B sales conversations, connect solutions to business outcomes, handle objections and convert opportunities into long-term accounts.
A practical online training programme focused on B2B buying processes, prospecting, discovery conversations, value-based selling, objection handling, negotiation, closing and account growth.
The Programme
Programme Overview
Introduction
Course Overview
B2B selling requires a structured understanding of how organisations identify needs, evaluate options and make purchasing decisions. Success depends on identifying the right stakeholders, understanding business problems, creating relevant value propositions and maintaining momentum throughout the sales process.
This programme helps sales professionals develop a structured approach to B2B selling—from researching and prioritising accounts to starting sales conversations, uncovering customer needs, presenting measurable business value, managing objections, negotiating terms, closing opportunities and developing existing accounts.
Outcomes
What You Will Learn
- Understand how organisations identify needs, evaluate options and approve purchases.
- Identify decision-makers, influencers and end users within B2B buying processes.
- Research prospective accounts and prioritise sales opportunities.
- Understand business problems before presenting a solution.
- Build targeted prospect lists and identify relevant contacts.
- Write effective outreach emails and LinkedIn messages.
- Open discovery calls and earn the next conversation.
- Ask questions that reveal needs, priorities and buying timelines.
- Connect your offering to measurable business outcomes.
- Handle concerns around price, competition and timing.
Methodology
How We Teach
- Practical understanding of the B2B buying process and stakeholder roles.
- Account research and prospect prioritisation exercises.
- Practice in writing targeted outreach emails and LinkedIn messages.
- Discovery-call practice using questions to uncover needs and priorities.
- Scenario-based practice on value presentation and objection handling.
- Negotiation and closing exercises focused on protecting value and margins.
- Practical account-growth discussions around reviews and additional opportunities.
The Outcome
Impact & Audience
For the Organization
Organizational Impact
- Improve the quality and focus of B2B sales opportunities.
- Strengthen sales conversations by connecting solutions to measurable business outcomes.
- Improve conversion through better discovery and stakeholder engagement.
- Build greater consistency in prospecting, pipeline management and follow-up.
- Support stronger negotiation outcomes while protecting value and margins.
- Develop existing accounts through structured reviews and additional opportunities.
For the Individual
Personal Impact
- Build confidence in approaching B2B prospects and decision-makers.
- Improve account research and opportunity prioritisation skills.
- Ask better discovery questions to uncover genuine customer needs.
- Present solutions in terms of business outcomes rather than features alone.
- Handle objections around price, competition and timing more effectively.
- Strengthen negotiation, closing and account-development skills.
Audience
Who Should Attend
- B2B Sales Professionals: To strengthen prospecting, discovery, value selling, negotiation and closing skills.
- Business Development Professionals: To identify relevant accounts, engage decision-makers and create qualified opportunities.
- Key Account Managers: To strengthen existing customer relationships and identify additional opportunities.
- Sales Managers: To improve sales pipeline discipline, opportunity management and team sales practices.
- Client-Facing Professionals: To understand customer business problems and communicate relevant solutions.
- Professionals Moving into B2B Sales: To develop a structured understanding of the B2B sales cycle.
Curriculum
Course Outline
Session 1: Understanding the B2B Buying Process
- Understand how organisations identify needs and evaluate options.
- Understand how B2B purchase decisions are approved.
- Identify decision-makers, influencers and end users.
- Research prospective accounts effectively.
- Prioritise opportunities based on business potential.
- Understand customer business problems before presenting a solution.
Session 2: Prospecting and Starting Sales Conversations
- Build a targeted B2B prospect list.
- Identify and research relevant contacts.
- Write effective sales outreach emails.
- Create professional LinkedIn messages for prospecting.
- Open discovery calls and earn the next conversation.
- Ask questions that uncover needs, priorities and buying timelines.
Session 3: Presenting Value and Managing Objections
- Connect the offering to measurable business outcomes.
- Tailor proposals for different stakeholders.
- Present value in terms relevant to the customer’s business needs.
- Handle concerns related to price, competition and timing.
- Build credibility through relevant examples and supporting evidence.
- Strengthen customer confidence during solution discussions.
Session 4: Negotiating, Closing and Growing Accounts
- Manage the sales pipeline and maintain consistent follow-up.
- Negotiate terms while protecting value and margins.
- Address final concerns and move opportunities towards closure.
- Agree clearly on decisions, responsibilities and next steps.
- Strengthen existing accounts through structured reviews.
- Identify additional opportunities within existing accounts.
Faculty & Inclusions
Your Trainer
Faculty
Instructors Details
The programme is designed to be led by instructors with practical knowledge of B2B sales, account research, prospecting, discovery conversations, value-based selling, stakeholder management, objection handling, negotiation, closing and account development.
What's Included
Certificates & Inclusions
- Certificate and inclusions to be confirmed as per programme format.
- Practical B2B prospecting and discovery techniques.
- Outreach email and LinkedIn messaging practice.
- Value presentation and objection-handling scenarios.
- Negotiation, closing and account-growth practices.
Registration
Reserve Your Seat
Need assistance? Our programme advisors are here to help.
Get in TouchNeed Assistance?
Talk to a Programme Advisor
Have questions about your specific industry, or want to enquire about group discounts? Reach out to our programme coordinators directly.
Or register by e-mail
register@princetonacademy.co.inFor Teams
Corporate In-House Training
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Request a Custom In-House ProposalSchedule
Upcoming B2B Sales Sessions
20261029
Online
Questions
Frequently Asked Questions
The programme focuses on the complete B2B sales journey—from understanding the buying process and prospecting to discovery, value presentation, objection handling, negotiation, closing and account growth.
Yes. Participants learn how to build targeted prospect lists, find relevant contacts, research accounts and prioritise opportunities.
Yes. Participants practise opening discovery calls and asking questions that reveal customer needs, priorities and buying timelines.
Yes. The programme addresses concerns around price, competition and timing, along with negotiating terms while protecting value and margins.
Yes. Participants learn how to strengthen existing accounts through reviews and identify additional business opportunities.
