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B2B Sales: Manage Buying Groups and Stakeholder Decisions
New
9 students

B2B Sales: Manage Buying Groups and Stakeholder Decisions

Map buying roles, uncover stakeholder priorities and build a mutual action plan for complex sales decisions.
Created byDr. Law Payne
Last updated 11/2026
English

What you'll learn

  • Distinguish stakeholder roles, influence and decision authority.
  • Compare buying-group priorities and identify unresolved concerns.
  • Evaluate champion support and consensus using appropriate evidence.
  • Build a mutual action plan with responsibilities and review conditions.

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Course content

2 sections • 10 lectures • 1h 48m total length

  • Buying Roles and Decision Authority10:52

    Your contact says, I love it. Let's get this moving. You leave the call feeling like the deal has finally found its champion. Then security asks a question you didn't anticipate, finance challenges the cost and procurement says nobody has started its review. What happened? You understood one person's enthusiasm before you understood the organisation's decision. Today, we'll build a first buying-group map that helps you see whose contribution matters, what you actually know about it and which conversation deserves to happen next.


    I personally designed your Buying Group Evidence Map for this lesson. Download the opportunity packet, blank stakeholder map and worked interpretation from this lecture's Resources area.

  • Stakeholder Roles in Practice11:20

    A stakeholder list tells you who is involved. This lesson helps you establish what each person actually contributes. Use the Buying Roles and Decision Rights Workbook I designed for you to map six roles in the Bellmere pilot, separate authority from support, and repair labels such as “champion” or “blocker.” Open the case packet and learner worksheet in Resources, complete your map and buyer recap, then compare the worked interpretation. Test your reasoning with the ten-question quiz and separate answer key. The editable CSV helps you apply the same method to an appropriate opportunity of your own.

  • Stakeholder Priorities and Evidence11:12

    Different stakeholder priorities can support the same buying decision without becoming identical. Work through the Stakeholder Priority and Evidence Brief I designed for you: connect each concern to a decision and evidence requirement, calculate the fictional £11,520 annual planning estimate, and explain why it is not verified savings or payback. Download the case packet and learner worksheet from Resources before comparing the worked interpretation. Use the ten-question quiz, separate answer key and editable CSV to check your reasoning and adapt the brief to your own work. Finish with a buyer recap that preserves accepted contributions and unresolved conditions.

  • Consensus and Unresolved Concerns10:57

    A room full of agreement can still leave a buying decision unresolved. Use the Agreement and Open Conditions Record I designed for you to separate support, conditional agreement, unanswered questions and actual authority. Download the meeting statements, complete your learner record, then compare the worked interpretation. Keep the editable version for a real opportunity: record what each person accepted, which conditions remain open and what evidence would resolve them.

  • Foundation Buying Group Workshop10:47

    Put the buying-group foundations to work on the £12,000 Bellmere pilot. I designed this workshop so you can build a role map, compare stakeholder priorities, repair an unsupported forecast and write a buyer-facing recap. Download the evidence packet and learner brief first. Use the conversation cards to rehearse the next request, then compare your reasoning with the worked interpretation. The editable worksheet helps you transfer the method to a real opportunity without turning estimates or preliminary support into approval.

Requirements

  • No specialist qualification is required. Bring a real or hypothetical business situation and a way to complete the downloadable exercises.

Description

This course contains the use of artificial intelligence.


One enthusiastic contact does not equal an agreed buying decision. B2B purchases involve people with different priorities, responsibilities and limits. If you mistake a friendly conversation for organizational consensus, the deal can stall where you cannot see it.


B2B Sales: Manage Buying Groups and Stakeholder Decisions helps you move from knowing the terminology to making a better decision in a specific business situation. Learn to map stakeholder roles, examine competing priorities, inspect consensus, work with an internal champion and build a mutual plan. We focus on the evidence behind each person’s contribution and the decisions that still need to happen.


I’m Dr. Law Payne. My background includes a Doctor of Business Administration specializing in Organizational Leadership and Development, alongside a bachelor’s degree in Business Administration and Marketing. I bring that business and leadership perspective into the practical choices we examine together.


I created this course for b2B account executives, sales managers, consultants, founders and business development professionals working with multi-stakeholder buying decisions. You can work with the fictional cases provided and then adapt the tools to a situation from your own work.


Across ten teaching lectures in two sections, you will diagnose the decision, inspect the evidence, compare possible responses and practise an integrated application. The cases are designed to make you think: what do we know, what are we assuming, and what would justify the next step?


I personally designed the downloadable practice materials to help you put the teaching to work. Your tools include stakeholder maps, decision reviews and practical action-planning exercises. Open the relevant lesson’s Resources area, complete your own attempt, and use the worked examples to compare your reasoning. The exercises help you identify missing information, explain your choices and turn the lesson into a usable work product.


Bring a willingness to examine your assumptions. You do not need a specialist qualification, expensive software or a perfect real-world case. Pause when prompted, make the decision yourself and revisit your answer as new information appears.


If you want a practical way to approach this subject with more clarity and professional judgment, join me. Let us build a result you can use and explain.

Who this course is for:

  • B2B account executives, sales managers, consultants, founders and business development professionals working with multi-stakeholder buying decisions.

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