B2B Sales Masterclass: People-Focused Selling

Set and own personal goals in sales by distinguishing quotas from goals, defining process, product, and keystone goals, and building daily habits that drive revenue.

Develop confidence in sales by practicing on purpose, mastering knowledge of the industry and your prospect, and communicating with calm, confident tone that transfers emotion.

Address fear in sales by shifting focus to the prospect and using breathing, visualization, gratitude journaling, and meditation to reduce fight, flight, and freeze.

Learn to use math to hit sales goals by knowing key metrics—close rate, average contract value, show rate, and demos—and adjust to exceed targets.

Develop a people-focused selling mindset through 90 days of 100 percent effort and clear goals. Double your activity, take control of your sales career, and unlock money and freedom.

Explore the psychology of influence and distinguish it from manipulation in a collaborative selling process. Uncover what prospects want and why, unsell the status quo, and prove results to close.

Master tone to boost B2B selling by applying calm confidence and other intentional tones, shaping how prospects feel and respond beyond the words you say.

Use the illusion of choice by placing leads after questions to establish authority, sell without selling, and ease prospect responses, leveraging the two Cs: correct and confirm to engage effectively.

Explore how priming words and tone shape buyer behavior, using change, flexible, adapt, and innovate to plant behavioral seeds and align with the buyer's identity.

Discover why people buy by exploring 12 customer motivations, from making money and saving time to gaining comfort and popularity, and map product features to these buckets.

Learn how to use exact lines from exactly what to say, applying power words and psychology—like 'imagine', 'three types of people', and 'like me'—to move prospects toward change.

Learn to map each buyer persona with The Buyer's Matrix, detailing roles, metrics, external challenges, strategies, internal issues, change drivers, and inhibitors to tailor every sales approach.

Uncover real problems customers face and unsell them on the status quo, linking issues to your product’s solutions to create urgency for change now through discovery.

Apply the long day at work test to reveal how customers describe your product, then interview 25 customers to learn why they buy and their unspoken objections.

Learn to distinguish features from benefits with the So the F what? methodology, and map features to benefits tied to outcomes like time savings and closing deals in B2B selling.

Master discovery to uncover and agree there is a problem and why change matters. Write down key details to improve demos and close rates.

Open with bucket questions to confirm a problem and guide the demo toward solving it, distinguishing problem from desire and focusing on pipeline challenges like generating, quality, and closing.

Learn to use why questions in discovery to uncover the real business drivers behind morale and hiring, structure demos around the three why questions, and reveal end results.

Develop gap questions to reveal current problems and guide discovery and demo, enabling problem-based selling that fills the gaps between where buyers are and where they want to be.

Gain permission to sell by guiding discovery with a clear agenda and presenting how the solution solves the prospect's problems. Demonstrate the value through pricing, demos, and next steps.

Learn to run a great demo by securing agreement to change and making buyers want your solution, using the what, how, why, proof formula and storytelling.

Educate prospects by delivering tailored insights, data, and stories that reveal your unique strengths and why they matter, using the Challenger Customer approach to drive understanding and buy-in.

Learn how to demonstrate the how by guiding a live demo, sharing control, and showing how the product solves the problems prospects want to solve.

Master buy-in in every demo by using benefit-laden check-ins that elicit client-stated benefits and use how and what happens questions to move the sale forward.

Use mini closes—small agreement moments throughout your demo—to prompt change, not just sign. Build momentum by securing buy-in on retainment, and personalization that can boost open rates.

Learn that a true close is an agreement to action, not just signing a contract, and master multi-step closes, backups, and asking for referrals to move buyers toward change.

Close only buyers who want what you have by validating belief it solves their problems after discovery and a world class demo, before discussing price or next steps.

Justify the price by linking each feature to concrete results and tying price to ROI, while reinforcing value with every interaction that reminds buyers of the problems solved.

Discounting drives buyer behavior, as buyers want deals, wins, and negotiated value; raise prices to enable discounts and tie them to timing, referrals, or longer contracts.

Learn to navigate the end of the sales call and process by scheduling next steps, securing commitment, and maintaining selling momentum through effective follow-up to close more deals faster.

Identify and leverage your champion to sell through the committee, confirming they are sold, learning what the boss cares about, and aligning Bob’s concerns to trigger the domino.

Learn to align resources with the buyer's process, empower the champion, and anticipate CFO, legal, HR questions with case studies and checklists that align to personas, problems, and outcomes.

Focus on follow up that addresses the customer’s problems and discovered gaps. Use the what, how, why, proof, and end result formula to keep prospects engaged.

Learn to distinguish objections, deflections, and rejections, prevent objections through discovery and gap analysis, and use a hard fold to handle aggressive interactions.

Discover eight miling, a battle rap–style method for handling objections by saying the objection first to stay in control, keep calm confidence, and strengthen the prospect relationship toward ROI.

Learn the double A objection handling method—answer and ask—to control the conversation in b2b sales, address objections succinctly, and tie responses back to the buyer's problem using gap questions.

Leverage peer testimonials to handle objections by collecting 10 customer stories that address fears, value, and outcomes, then use 60–90 second sound bites in demos and follow-ups.

Execute on your course goals by applying the discovery process and gap questions, track results, and share value with others to elevate people-focused selling.