B2B Sales Training
Effective B2B sales training is fundamentally different from generic sales training. Selling complex solutions to other businesses involves navigating long sales cycles, engaging multiple stakeholders, and justifying high-value investments.
The skills required to succeed in this environment are specialised, and standard techniques are not enough to win consistently.
We provide practical sales training for B2B teams that addresses these unique complexities head-on. As a specialist provider of B2B sales training UK businesses trust, we equip your sellers with the advanced skills and strategic frameworks needed to win large, complex deals. Our approach moves beyond basic sales tactics to build the competencies of a true business advisor. This is a core focus of our overall Sales Training offering.
Some of the world's biggest B2B brands have benefitted from working with our team
We don’t just offer standard programmes.
We deliver sales training that works.
You’ll benefit from programmes built on the mindsets, skills and tools used by leading professionals in value-based selling. Our focus isn’t just on ‘what’ to do, we show ‘how’ to do it with practical silmulations.
All programmes can be delivered in formats that fit your team’s needs and can be blended for maximum effect:
In-person workshop sessions for high-impact learning
Remote instructor-led training for global teams
Client specific video programmes hosted in client LMS
The core challenges of modern B2B selling
The business-to-business sales landscape has changed. Buyers are more informed, buying committees are larger, and competition is fiercer than ever. Your team needs a sophisticated skill set to cut through the noise and succeed.
Navigating the Complex Buying Committee
The days of selling to a single decision-maker are over. Modern enterprise deals typically involve five or more stakeholders, and new business often requires engaging with eight to ten individuals. Your sellers must be able to build consensus across different departments and tailor their message to resonate with everyone from the CFO to the end-user.
Articulating Complex Value Propositions
It is not enough to explain what your solution does. Your sellers must be able to connect the features of your complex offering to tangible, measurable business outcomes. This means building a compelling ROI case that can stand up to financial scrutiny.
Moving from 'Vendor' to 'Trusted Partner'
B2B buyers don't want another product pitch. They are looking for partners who can bring valuable insights and help them solve their most pressing business challenges. Your team must be equipped to lead with curiosity and a consultative mindset, earning the right to advise the client.
Maintaining Momentum Over Long Sales Cycles
Complex deals take time. It is easy for an opportunity to lose momentum and stall in the pipeline. Your team needs a structured process for managing deals, maintaining urgency, and guiding the client to the next logical decision.
Our B2B Sales Training Programmes: A structured approach
Our B2B sales training programs are designed as end-to-end change initiatives that embed the skills needed to overcome these challenges.
We provide a complete system for elevating the performance of your entire team. Our approach to sales training B2B is built on a foundation of practical, real-world application.
Our programmes focus on developing key capabilities:
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Stakeholder Engagement and Consensus Building: We teach sellers how to map out the buying committee, understand the motivations of each stakeholder, and build a network of internal champions who will advocate on their behalf.
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Rigorous Qualification and Deal Management: We provide your team with proven frameworks to qualify opportunities rigorously and manage the sales process with discipline and control.
Explore the structure of our sales training programmes to see how we create lasting change.
Seller-Doers
In many professional services firms operating under the 'seller-doer' model, a significant sales challenge arises from the dual role practitioners must play. These individuals are subject matter experts first, with deep technical or professional expertise. Examples include accountants, consultants, engineers, or lawyers, where sales is often seen as a secondary, less natural responsibility.
Because their professional identity is rooted in delivery and client service, they may view sales conversations as uncomfortable, distracting, or even outside the boundaries of their role. Unlike dedicated salespeople, who are measured and incentivised purely on pipeline and revenue generation, seller-doers are typically judged by the quality and timeliness of their client work, which makes them less likely to actively invest time in sales activities that don’t have immediate billable outcomes.
Chargeability targets and utilisation metrics exacerbate this tension. Many firms tightly measure practitioners’ billable hours, incentivising them to focus almost exclusively on client delivery to maintain chargeable time at or above targets.
This creates a mindset in which sales is perceived as a ‘non-billable’ activity, competing with delivery rather than complementing it. As a result, practitioners often only think about winning new work when current projects are ending, instead of embedding sales habits into their day-to-day client interactions.
This reactive approach limits their ability to nurture long-term opportunities, restricts overall revenue growth, and reduces the consistency of pipeline development, leaving firms vulnerable to fluctuations in client demand.
Overcoming this challenge requires a cultural shift, helping practitioners to see business development not as a distraction from delivery, but as a natural extension of it.
We focus on the unique challenges of seller-doers to optimise time with clients to spot and surface new business opportunities.
Specialist B2B SaaS Sales Training
The Software-as-a-Service (SaaS) sector has its own unique set of challenges and sales motions. We offer specialist B2B SaaS sales training that is tailored to this fast-paced, recurring revenue environment.
We address the specific requirements of SaaS selling, including:
Selling on an ARR/MRR Model:
How to articulate value in the context of a subscription.
Preventing Churn:
The importance of demonstrating ongoing value to ensure customer retention.
The 'Land-and-Expand' Strategy:
Skills for winning the initial deal and then driving expansion revenue.
Selling to Tech-Savvy Buyers:
How to engage with sophisticated buyers who have already done extensive research.
Our B2B sales training courses
Our curriculum is made up of modular B2B sales training courses, each designed to build a specific competency. These can be delivered as standalone interventions to address a particular skill gap or combined into a comprehensive development path.
Our most popular courses for B2B teams include:
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Creating Opportunities: Advanced prospecting techniques for targeting high-value accounts.
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Negotiation Foundations: Skills for defending value in high-stakes negotiations.
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Effective Account Management: Frameworks for strategic account planning to drive growth in key clients.
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Discover our full range of sales training courses.
Traditional Providers vs. The Sales Coach Network
Choosing the right partner for your needs is crucial. Here's how we stand out:
​Traditional Training Providers​
Narrow approach
Focus primarily on training
Offer a broad range of services, often with limited specialisation in sales performance
Provide standard offerings with inflexible tools
Deliver generic content by trainers
The Sales Coach Network
Holistic approach
Focuses on business outcomes and embedding change
Specialises exclusively in sales performance improvement
Develops bespoke programmes and tools based on detailed needs analysis
Delivers change by practitioners with real-world experience
Why partner with The Sales Coach Network?
Led by industry expert Les Bailey, our team of real-world sales practitioners helps sales professionals win more deals, faster.
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Practical Approach
Our team consists of seasoned practitioners who actively engage in your sales processes, offering actionable advice rooted in real-world experience.
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Experienced Team
Our experts combine extensive industry knowledge with proven techniques, ensuring your team is equipped to tackle real-world challenges.
Customised Solutions
We collaborate with you to co-create programmes that seamlessly integrate into your sales culture, driving meaningful and lasting change.​
Delivery Options for UK Businesses
As a UK-based company, we have a deep understanding of the local market. We offer our B2B sales training UK wide, with flexible delivery options to suit your needs.
We regularly run in-person workshops for clients requiring B2B sales training London and in other major UK cities. For teams that are geographically dispersed across the UK or internationally, we provide highly effective online sales training that delivers the same practical impact as our face-to-face sessions.
