Business-to-Business (B2B) Sales and Trade Marketing Training Course

This course equips participants with practical skills to win and grow business customers through B2B sales and trade marketing. It focuses on B2B buying behavior, prospecting, solution selling, negotiation, channel and trade marketing, key account planning, and sales performance management.

Target Groups

• B2B sales executives and managers
• Trade marketing and channel managers
• Distributor and reseller managers
• Business development officers
• Marketing and brand managers
• Entrepreneurs and SME owners
• Managers and supervisors seeking to strengthen organizational practice in this field
• Consultants and professionals supporting related organizations

Course Objectives

By the end of this course, participants will be able to:

• Explain the dynamics of B2B markets and buying processes
• Identify and qualify B2B prospects
• Apply consultative and solution selling techniques
• Prepare and deliver persuasive sales presentations and proposals
• Negotiate terms and handle objections
• Plan and execute trade marketing programs
• Manage distributors, retailers, and channel partners
• Use sales data and CRM to manage the pipeline
• Set sales targets and measure performance
• Build long-term business customer relationships

Course Modules

Module 1: B2B Markets and Buying Behavior

• Characteristics of B2B markets
• Buying centers and decision-makers
• B2B buying process
• Value drivers for business customers
• Market segmentation

Module 2: Prospecting and Lead Generation

• Ideal customer profiles
• Prospecting channels
• Digital and social selling
• Lead qualification
• Cold and warm outreach

Module 3: Consultative and Solution Selling

• Needs discovery
• Questioning techniques
• Value proposition
• Solution framing
• Selling to multiple stakeholders

Module 4: Presentations and Proposals

• Presentation structure
• Handling questions
• Tender and proposal writing
• Pricing presentation
• Demonstrating return on investment

Module 5: Negotiation and Closing

• Negotiation preparation
• Handling objections
• Concessions and trade-offs
• Closing techniques
• Contract basics

Module 6: Trade Marketing Fundamentals

• Role of trade marketing
• Shopper and retailer insights
• Channel strategy
• Category management basics
• Trade promotions

Module 7: Channel and Distributor Management

• Channel structures
• Selecting and onboarding partners
• Trade terms and incentives
• Distributor performance
• Conflict management

Module 8: Sales Management, CRM, and Forecasting

• Sales process and pipeline
• CRM use
• Forecasting
• Territory and account planning
• Sales performance management

Module 9: Customer Retention and Growth

• Account development
• Cross-selling and upselling
• Customer success
• Handling churn
• Measuring customer lifetime value

Module 10: Practical Exercises and Capstone Project

• Building a B2B prospect profile and outreach plan
• Role-playing discovery and negotiation
• Designing a trade marketing promotion
• Preparing a sales pipeline and forecast
• Presenting a B2B sales and trade marketing plan