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Selling Skills: Business to Business

  • Level(s) of Study: Professional / Short course
  • Course Fee:

    Available at no cost to eligible individuals (see criteria below).

  • Start Date(s): 15 February 2024.
  • Duration: 15 February - 21 March 2024, Thursdays 2 - 5pm, six weeks
  • Study Mode(s): Short course
  • Campus:
  • Entry Requirements:
    More information


Please note: This course is delivered through the Enterprising Ashfield project, which is funded by the Government's Towns Fund. Nottingham Trent University (NTU) is pleased to offer free (fully funded) places on this course to support individuals and employees of businesses that are based in the towns of Kirkby-in-Ashfield and Sutton-in-Ashfield.

The standard fee would normally be £295.

Does selling to other businesses make you feel excited or exasperated?

If you’re unsure where to start or feel you could improve your selling skills, this course will develop your approach to sales and ensure you have maximum impact when selling B2B (business to business).

On this course you’ll practice everything from negotiating and asking leading questions to handling objections and winning over that client.

It’s ideal for sales professionals involved in selling to other businesses and equally beneficial for small business owners who need to sell to thrive in their industry.

What you’ll study

What you'll study:

On this course you will learn the essentials of ‘partnering skills’ to develop a collaborative mindset and improve your sales.

From understanding your value to generating new leads, you’ll be encouraged to implement what you’ve learnt between sessions and apply the techniques with real life customers, so you’ll see results quickly.

You’ll define and creative objectives for your business’ sales growth whilst building your own sales tactics that feel comfortable to your style of selling.

During this course you will:

  • identify sales ‘best practice’ that is relevant today
  • understand the best sales tactics to use
  • consider and profile businesses worth spending your time with
  • consider market changes as potential for new business
  • develop questioning skills to facilitate better discussions
  • learn how to provide insight and perspective to help customers think
  • understand the tools and techniques to sell virtually
  • consider how to handle objections elegantly
  • practice the principles of negotiation
  • develop a contact plan to strengthen relationships with your current customers
  • implement your sales skills to win over your audience.

What will I gain?

By the end of the course you will leave with an understanding of the key techniques in business to business sales.

You’ll have conducted an analysis of your current sales and leave with a plan of actions to implement in your business.

You’ll also be able to demonstrate a confidence in how you can be more effective at selling collaboratively.

On successful completion of the course you will receive a certificate of attendance, which will further enhance your CV.

How you’re taught

In-person from the Summit Centre in Kirkby-in-Ashfield.

Contact hours

15 February - 21 March 2024, Thursdays 2 - 5pm, six weeks

Tutor profile: Fred Copestake

Fred Copestake is the founder of Brindis, a sales training consultancy.

Over the last 22 years he has travelled round the world 14 times visiting 36 countries working with 10,000 salespeople.

Using this to understand the challenges salespeople face, he has taken what really makes a difference in modern selling and used these in his book 'Selling Through Partnering Skills’.

These ideas form the basis of his work with sales professionals involved in complex B2B sales to develop their approach and ensure it is up to date and has maximum impact.

Aware of the unprecedented speed of change in the world of selling he has also addressed how salespeople can adapt and evolve their approach to avoid becoming irrelevant in his second book ‘Hybrid Selling’ that quickly went to number one on Amazon after it’s launch.

He has a strong belief that people can get better through learning and sharing, and that with better collaboration we can all really make a difference.

With his unique style and pragmatic approach, Fred has delivered projects that range from implementing a European academy for a leading beer brand, developing sales skills in the Middle East for global healthcare companies, and introducing account development and sales leadership models in Latin America and Europe for IT and engineering multinationals.

Always focusing on the desired outcomes, Fred’s approach sees him work with his clients to discover new and more powerful ways of how they can do business, build mutually beneficial relationships with their customers and increase revenue.

Entry requirements

No previous experience is necessary. You must be over the age of 18 in order to attend this course.

To be eligible for a place, you must live or work in the towns of Kirkby-in-Ashfield or Sutton-in-Ashfield. To check if your home or work postcode is eligible visit the Enterprising Ashfield postcode checker page.

Fees and funding

This course is available at no cost to eligible participants.

How to apply

Click to here apply

If you have any questions about this course, you can email or call us at +44 (0)115 848 2813.