In this module, you’ll focus on executing sales conversations with greater commercial impact and strategic intent. You’ll learn how to influence decision-making, manage objections and create outcomes that support long-term value and growth. By applying structured approaches to negotiation, pricing and deal progression, you’ll strengthen your ability to close effectively while protecting relationships and commercial outcomes. This module supports confident sales execution and helps you drive sustainable results across a range of sales scenarios.

This module expands your foundational skills by introducing practical, repeatable techniques you can apply during live sales conversations. You’ll learn how to guide buyers through their decision-making process, reframe resistance without pressure and use confidence-based communication to strengthen commitment. The module also focuses on behavioural techniques that increase momentum, reduce hesitation and help prospects feel secure moving forward. By building on the fundamentals from Module 1, this module equips you to handle real-time challenges and positions you for deeper trust-building work in the next stage of the course.

This module explores the psychology behind why customers make decisions — and how ethical persuasion can shape their buying choices. You’ll examine cognitive biases, emotional triggers and behavioural patterns that influence consumer responses. Using relatable examples, you’ll learn how to apply principles such as social proof, framing, scarcity and reciprocity to enhance your marketing and sales impact while maintaining trust. By the end, you’ll understand how to motivate action and design more compelling customer experiences.

In this module, you’ll discover how trust functions as a psychological catalyst in sales interactions. You’ll explore techniques for building credibility, strengthening rapport and reducing perceived risk for prospects. The module also reveals why emotional intelligence, authenticity and consistent communication are essential for long-term customer relationships. By applying these principles, you’ll learn to create an environment where prospects feel understood, supported and ready to move forward. This trust-based foundation prepares you for strategic negotiation and stakeholder-influence skills.

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.

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 introduces the core negotiation strategies needed to influence outcomes while maintaining strong professional relationships. You’ll learn how to prepare effectively, identify interests, manage tension and structure proposals in a way that benefits both sides. Through psychological principles and practical negotiation frameworks, you’ll strengthen your ability to navigate difficult conversations and secure mutually beneficial agreements. Building on the trust and communication skills from earlier modules, this section prepares you to negotiate with confidence in more complex internal and cross-functional environments.