In this module, you will build a strong strategic foundation for selling during periods of economic uncertainty and change. You’ll explore how sales thinking has evolved, why traditional approaches often fall short and the behaviours required to succeed in modern B2B environments. Through frameworks such as the Inspiring Challenger, PEST analysis and market-force analysis, you’ll learn how to create insight, position expertise and tailor your message to customer priorities. By the end of this module, you’ll understand how strategic insight and informed challenge enable sales professionals to inspire customers, shape thinking and prepare the ground for more complex buying decisions.

In this module, you will focus on navigating customer decision-making and taking greater control of complex sales opportunities. You’ll learn how buying decisions are made across multiple stakeholders, how to map and influence decision-making networks and how to align your approach across the wider account team. The module also develops your ability to manage sales momentum, assertiveness and commitment using structured control techniques. By the end, you’ll be equipped to guide opportunities forward with confidence, strengthen deal progression and apply practical control strategies that support success in later modules on enterprise engagement and pipeline management.

This module explores the leadership-based behaviours that drive strong sales performance, including communication clarity, value-driven engagement and the ability to influence stakeholders across functions. You will learn how high-performing sales professionals inspire confidence, tailor messaging and strengthen prospect relationships throughout early-stage conversations. These foundations provide a bridge into C218, where stakeholder complexity increases and deal cycles become more strategic. By completing this module, you will be equipped to progress from initial engagement into multi-threaded enterprise-level selling.

This module develops your ability to navigate complex, long-cycle B2B opportunities using advanced frameworks that drive clarity and momentum. You’ll learn how buying committees make decisions, how to qualify effectively with MEDDICC or SPICED, and how to orchestrate multi-threaded engagement across executives, technical teams and procurement. You will also learn value engineering, risk mitigation and Mutual Action Plan techniques that strengthen deal progression and stakeholder alignment. This module acts as the central engine of Course 2, preparing you for the advanced negotiation and closing skills explored next.

Building on the strategic and enterprise-selling skills developed in earlier modules, this module teaches you how to activate social channels to generate higher-quality leads and accelerate complex deal cycles. You’ll learn how to position your expertise online, initiate meaningful prospect conversations and create content that attracts the right buying groups. These techniques support the multi-stakeholder engagement frameworks introduced in C218, ensuring your pipeline aligns with the strategic opportunities you’re now able to manage. This sets the foundation for the structured proposal and procurement work covered next.

The final module applies your advanced selling skills to formal procurement environments, where structure, clarity and alignment are essential. You will learn how to interpret RFP requirements, differentiate your solution, construct compelling proposals and collaborate effectively with decision groups. This module builds naturally on the deal-orchestration and value-engineering techniques from C218, enabling you to convert complex opportunities into winning submissions. By the end, you will know how to navigate competitive procurement cycles confidently and position your organisation as a trusted, high-value partner.