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Quest Training

Complex B2B Sales & Large Deal Management Training Course

Prepares sales teams to qualify large B2B opportunities, align multiple decision-makers and steer long sales cycles through negotiation to a signed deal.

B2BS · B2B Sales & Strategic SellingAll Levels#2778ClassroomEnglish , Arabic
Duration
5 Days
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Free substitution at any time · 30+ days' notice: full refund minus 10%. Cancellation policy

Sectors:Sales, Marketing & Customer ExperienceCategories:B2B Sales & Strategic Selling

Course Overview

Managing complex B2B sales and large commercial deals requires a structured approach to opportunity qualification, stakeholder alignment, solution development, commercial negotiation, and decision management. This training course equips sales professionals with the skills to navigate lengthy sales cycles, coordinate multiple decision-makers, and manage high-value opportunities while protecting profitability and strengthening customer relationships. The programme focuses on understanding customer business priorities, mapping organizational buying structures, identifying decision criteria, and building relationships with key stakeholders. Participants learn how to assess opportunity potential, uncover business challenges, develop tailored solutions, and align proposals with the strategic, operational, financial, and technical requirements of corporate customers. The course also addresses large-deal strategy, competitive positioning, value-based selling, account planning, bid and proposal management, pricing strategy, and commercial risk assessment. Participants explore how to coordinate internal sales, technical, finance, legal, and delivery teams to produce consistent proposals and manage complex approval processes. Through practical exercises and realistic B2B scenarios, participants develop a disciplined approach to forecasting, deal progression, negotiation, and closing. The programme emphasizes decision-making based on evidence, effective management of commercial risks, and the development of sustainable customer relationships that support long-term revenue growth.

Learning Objectives

  • Develop structured strategies for managing complex B2B sales opportunities and high-value deals.
  • Analyze customer business models, strategic priorities, and purchasing requirements.
  • Map buying committees, identify key decision-makers, and understand stakeholder influence.
  • Qualify sales opportunities based on business value, strategic fit, decision access, budget, and timing.
  • Develop tailored solutions aligned with customer objectives and operational requirements.
  • Build compelling value propositions that demonstrate measurable commercial benefits.
  • Coordinate cross-functional teams throughout the sales and proposal development process.
  • Manage competitive positioning, pricing decisions, and commercial risk.
  • Apply structured account planning and opportunity management methodologies.
  • Improve sales forecasting, pipeline visibility, and deal progression monitoring.
  • Negotiate complex commercial terms while protecting margins and organizational interests.
  • Develop actionable strategies for closing large deals and expanding long-term customer relationships.

Who Should Attend

This course is designed for professionals responsible for managing complex sales cycles, strategic customer accounts, and high-value commercial opportunities. It is particularly suitable for: Enterprise Sales Managers and Executives. Business Development Directors and Managers. Strategic and Key Account Managers. Sales Directors and Commercial Managers. B2B Sales Team Leaders. Solution Sales Managers and Technical Sales Consultants. Bid and Proposal Managers. Commercial and Contract Managers. Sales Operations and Revenue Operations Professionals. Relationship Managers serving large corporate clients. Consultants and service providers involved in complex solution sales. Professionals responsible for major accounts, strategic partnerships, and large commercial contracts.

Learning Outcomes

  • Assess complex B2B opportunities using structured qualification criteria.
  • Analyze customer organizations, business priorities, and purchasing processes.
  • Map stakeholder relationships and develop engagement strategies for decision-makers and influencers.
  • Identify business problems and translate them into commercially relevant solution requirements.
  • Develop differentiated value propositions supported by customer-specific business benefits.
  • Build strategic account plans and opportunity action plans for high-value deals.
  • Coordinate internal stakeholders and manage cross-functional proposal development.
  • Evaluate competitive threats, commercial risks, and deal profitability.
  • Develop realistic sales forecasts based on verified opportunity evidence and decision milestones.
  • Manage pricing discussions, commercial negotiations, and contractual considerations.
  • Identify deal progression barriers and implement appropriate corrective actions.
  • Develop closing strategies and post-sale account development plans for strategic customers.

Course Outline

Day 1

Complex B2B Sales Strategy and Opportunity Qualification

  • Characteristics of complex B2B sales and large commercial deals.
  • Differences between transactional sales and strategic enterprise selling.
  • Understanding lengthy sales cycles, multiple stakeholders, and complex purchasing decisions.
  • Analyzing customer business models, industry conditions, and strategic priorities.
  • Identifying high-value opportunities and assessing strategic alignment.
  • Applying opportunity qualification frameworks to evaluate deal potential.
  • Assessing budget availability, purchasing authority, business need, and decision timelines.
  • Identifying risks associated with weak customer access or unclear buying requirements.
  • Establishing opportunity objectives, success criteria, and qualification milestones.
  • Prioritizing sales opportunities according to commercial value, probability, and resource requirements.
  • Developing initial account and opportunity strategies.
  • Establishing criteria for continuing, restructuring, or withdrawing from an opportunity.
  • Practical Exercise: Evaluate a portfolio of B2B sales opportunities using structured qualification criteria. Identify the most promising opportunities, highlight key risks, and develop action plans for the next stage of each deal.
Day 2

Stakeholder Mapping, Customer Intelligence, and Strategic Account Planning

  • Understanding organizational buying committees and complex decision-making structures.
  • Identifying economic buyers, technical evaluators, operational users, procurement teams, and executive sponsors.
  • Mapping stakeholder influence, interests, priorities, and potential objections.
  • Developing access strategies for senior decision-makers.
  • Building relationships across customer departments without relying on a single contact.
  • Conducting customer research and gathering relevant commercial intelligence.
  • Understanding formal procurement procedures and internal approval requirements.
  • Identifying stakeholder conflicts and competing organizational priorities.
  • Developing account plans that connect customer objectives with business development opportunities.
  • Establishing engagement strategies for different stakeholder groups.
  • Maintaining account intelligence and tracking changes in customer priorities.
  • Developing communication plans to strengthen customer alignment throughout the sales cycle.
  • Practical Exercise: Create a stakeholder map and strategic account plan for a large corporate customer, identifying decision-makers, influencers, engagement priorities, relationship gaps, and the actions required to progress the opportunity.
Day 3

Solution Development, Value Propositions, and Competitive Positioning

  • Translating customer business challenges into solution requirements.
  • Conducting discovery meetings to uncover operational, financial, technical, and strategic needs.
  • Developing tailored solutions for complex customer environments.
  • Aligning proposed solutions with measurable business outcomes.
  • Constructing value propositions that differentiate the organization from competitors.
  • Quantifying potential benefits using customer data and reasonable assumptions.
  • Developing business cases and return-on-investment assessments where appropriate.
  • Evaluating solution feasibility, implementation requirements, and delivery risks.
  • Coordinating sales, technical, finance, legal, and delivery teams during solution development.
  • Managing competitive intelligence and identifying differentiating capabilities.
  • Addressing customer concerns about implementation, supplier capability, and business continuity.
  • Developing executive presentations that communicate strategic value and support purchasing decisions.
  • Practical Exercise: Develop a solution proposal for a complex B2B opportunity, including customer challenges, recommended solution, business benefits, implementation considerations, competitive differentiation, and proposed success measures.
Day 4

Large Deal Strategy, Commercial Negotiation, and Risk Management

  • Developing a commercial strategy for high-value sales opportunities.
  • Structuring deal strategies around customer priorities, competitive conditions, and business objectives.
  • Establishing pricing approaches that reflect value, cost, risk, and market considerations.
  • Managing discount requests and evaluating their effect on profitability.
  • Negotiating scope, service levels, payment terms, delivery commitments, and contractual conditions.
  • Identifying commercial, contractual, operational, and delivery risks.
  • Assessing customer credit considerations and payment-related exposure where relevant.
  • Managing internal approval processes for pricing and non-standard commercial terms.
  • Coordinating bid and proposal reviews before submission.
  • Responding to competitor offers and procurement-driven negotiation tactics.
  • Developing contingency plans for delays, changing requirements, and stakeholder resistance.
  • Establishing clear negotiation boundaries and acceptable deal outcomes.
  • Practical Exercise: Develop a negotiation strategy for a high-value contract involving competitive pressure, pricing constraints, multiple decision-makers, and delivery risks. Prepare alternative commercial options that protect profitability while addressing customer requirements.
Day 5

Sales Forecasting, Deal Progression, Closing, and Account Growth

  • Managing large opportunities through defined sales stages and decision milestones.
  • Establishing objective criteria for evaluating deal progression.
  • Developing sales forecasts based on customer evidence, stakeholder engagement, and confirmed next steps.
  • Identifying stalled opportunities and diagnosing the reasons for limited progress.
  • Monitoring pipeline health, deal velocity, conversion rates, and forecast accuracy.
  • Coordinating executive engagement and internal resources during critical sales stages.
  • Preparing final proposals, presentations, and commercial documentation.
  • Addressing final objections and confirming purchasing requirements.
  • Developing closing strategies aligned with customer decision processes.
  • Managing the transition from commercial agreement to contract execution and delivery.
  • Establishing post-sale reviews and monitoring customer satisfaction.
  • Identifying account expansion, cross-selling, and long-term partnership opportunities.
  • Practical Exercise: Prepare an integrated large-deal management plan covering opportunity qualification, stakeholder engagement, solution strategy, commercial risks, negotiation priorities, forecast assumptions, closing milestones, and post-sale account development.

Upcoming Dates

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Rome · 21 – 25 Dec 2026 · Classroom

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14 – 18 Dec 2026€4,200€3,780until 23 Nov
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21 – 25 Dec 2026€5,800€5,220until 30 Nov
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