training
This training is held in German.
Buying decisions in B2B are often the result of a collective process involving multiple people - the buying center. Salespeople who do not understand this buying center run the risk of failing in their sales efforts. In this training , you will learn how to sell more successfully by making targeted use of the dynamics of a buying center. Based on the latest findings from sales research and business psychology, we will show you how to systematically penetrate multi-stage procurement processes and optimally adapt your sales strategy to them. This will improve the quality of your business relationships and increase your chances of success in closing sales.
Contents
Penetrating customer organizations
- Recognize and evaluate external influences on customer organizations.
- Analyze factors influencing procurement decisions.
- Identify players in procurement processes and interpret their role in them.
- Carrying out a multi-person needs analysis.
- Uncover hierarchies, networks and communication channels in customer organizations.
Analyze procurement processes
- Understand, analyze and outline procurement processes.
- Align your own sales process with the procurement process of the target customer.
- Recognize potential deal breakers and prevent them through applied risk management.
- Correctly classify dynamics between competitors, selling center and customer organization.
- Understanding the psychological characteristics of multi-person procurement processes.
Deriving the optimal sales strategy
- Tactical handling of different needs and objectives.
- Derive effective sales strategies.
- Express product features in objectively measurable customer benefits.
- Identify competitive advantages and unique selling points.
- Integrate the Selling Center as a resource in the sales process.
- Use networks and hierarchies in the customer organization.
Learning environment
Once you have registered, you will find useful information, downloads and extra services relating to this training course in your online learning environment.
Your benefit
- You will learn to systematically unravel even complex customer organizations.
- You will be able to identify the relevant drivers of procurement decisions.
- You will understand what motivates the various players in the client company and how you can convince them.
- You will learn how to identify potential deal-breakers and how to prevent them through skillful risk management.
- They develop an understanding of social dynamics in procurement processes.
- You will learn how to develop effective sales strategies and convince purchasing committees.
- By building up your analytical skills, you will ask the right questions and be perceived as a competent contact person.
Methods
You will train in a practical way using concrete case studies. Elements of design thinking will enable you to visualize complex relationships in a simple way and discuss them with customers and/or colleagues and superiors. Through individual and group work, case studies, trainer input and interactive exchange, you will delve into the depths of buying center and procurement process analysis and understand how to apply it to different customer organizations and sales situations. During the training, you will have the opportunity to work on real sales projects from your professional practice and receive direct feedback that will take you further!
Recommended for
All current and future sales and marketing executives, sales managers, sales managers, heads of sales, (junior) business development managers, heads of business development, (junior) key account managers, heads of key account management, sales managers, sales managers, account managers:(junior) sales controllers, (junior) sales analysts, portfolio and partner managers, new customer acquisition specialists, freelancers and managing directors who need the necessary knowledge and skills to develop an analytically sound sales strategy when dealing with their target customers.
Further recommendations for "Buying-Center: The key to B2B sales success"
On-site training together
Booking number
35289
35289
€ 1.540,-
plus VAT
2 days
in 3 locations
3 Events
German
Joint online training
Start dates and details
22.09.2025
Cologne
Booking number:
35289
€ 1.540,- plus VAT.
€ 1,832.60 incl. VAT.
Days & Times
2 days
Limited number of participants
Monday, 22.09.2025
09:00 am - 5:00 pm
Tuesday, 23.09.2025
09:00 am - 5:00 pm
Fee includes
The participation fee includes
- one joint lunch per full seminar day,
- Catering during breaks and
- extensive working documents.
18.12.2025
Hamburg
Booking number:
35289
€ 1.540,- plus VAT.
€ 1,832.60 incl. VAT.
Days & Times
2 days
Limited number of participants
Thursday, 18.12.2025
09:00 am - 5:00 pm
Friday, 19.12.2025
09:00 am - 5:00 pm
Fee includes
The participation fee includes
- one joint lunch per full seminar day,
- Catering during breaks and
- extensive working documents.
09.03.2026
Munich
Booking number:
35289
€ 1.540,- plus VAT.
€ 1,832.60 incl. VAT.
Days & Times
2 days
Limited number of participants
Monday, 09.03.2026
09:00 am - 5:00 pm
Tuesday, 10.03.2026
09:00 am - 5:00 pm
Fee includes
The participation fee includes
- one joint lunch per full seminar day,
- Catering during breaks and
- extensive working documents.
Booking number:
35289
€ 1.540,- plus VAT.
€ 1,832.60 incl. VAT.
Details
2 days
Limited number of participants
Fee includes
The participation fee includes
- one joint lunch per full seminar day,
- Catering during breaks and
- extensive working documents.
Booking number:
35518
€ 1.540,- plus VAT.
€ 1,832.60 incl. VAT.
Details
2 days
Limited number of participants
No suitable date?
You are welcome to be notified by e-mail as soon as new dates are released.
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