Key stats:

Lessons

Study Mode

100% Online

Speed

Self-Paced

Location

UK Institution

About this programme

Closing enterprise B2B sales requires a structured approach to mapping multi-buyer corporate hierarchies and managing complex procurement tender timelines. This Professional Certificate provides account executives with the systematic sales methodologies needed to identify high-value opportunities, manage sales pipelines, and secure premium service agreements.

Participants study commercial account management, focusing on buyer qualification models, technical RFP design, and value-based contract pricing. The course helps professionals build predictable sales pipelines that shorten multi-month sales cycles.

What will you learn

Map multi-buyer corporate hierarchies to find primary purchase directors
Construct competitive RFP responses matching corporate procurement standards
Design master services agreements with clear performance delivery bounds
Formulate systematic expansion plans to cross-sell tiers within active accounts

Programme lessons

Foundations of Strategic B2B Sales Contrasting transactional selling with complex, value-driven enterprise sales engineering.
Account Discovery & Qualification Using qualifying frameworks to grade opportunities and avoid unviable sales pursuits.
Mapping Corporate Buying Committees Identifying technical champions, economic buyers, and procurement gatekeepers inside accounts.
Engineering the Technical Solution Aligning product features with client technical needs and documenting clear business values.
Procurement and Contract Closing Navigating commercial legal reviews, liability terms, and pricing concessions safely.
Strategic Account Expansion Paths Conducting executive business reviews to secure contract renewals and new cross-department sales.

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About this programme What will you learn Programme lessons

Your instructor

Dr. Bari Courts Executive Leadership Advisor Dr. Bari Courts spent twenty-four years leading large organisations across the logistics, financial services, and professional services sectors. He has guided businesses through periods of rapid growth, organisational restructuring, post-merger integration, and crisis, while serving on the boards of three organisations. He speaks with the perspective of someone who has made difficult, often unpopular decisions and accepted their consequencesâ€”calm, grounded, and quietly candid about what leadership truly demands.

Begin Your Programme

Enterprise Account Profiling Blueprints
B2B Sales Discovery Questionnaire Frameworks
RFP Response Response Document Planners
Contract Concession Evaluation Matrices
CRM Opportunity Pipeline Health Trackers

Enrol in this program

Managing multi-million dollar business opportunities requires a thorough mapping of political structures and technical gatekeepers inside client companies. This module details how to find primary decision-makers, handle buyer objections, and align proposals with client business goals.

We examine procurement workflows, exploring contract design, liability limitations, and service level agreement (SLA) choices. Candidates learn to structure master services agreements that protect margins while providing clear delivery metrics for clients.

The curriculum highlights account expansion strategies, detailing how to cross-sell additional product tiers and build long-term retention tracks within existing enterprise accounts. Professionals learn to track health metrics to address customer churn risks early.

Through live contract simulations, participants practice running competitive sales presentations. This gives sales teams the pipeline tracking discipline needed to manage complex opportunities using CRM platforms like Salesforce.

This program ensures you exit with an enterprise sales playbook, a custom client discovery framework, and the tactical skills needed to expand contract pipelines and hit predictable B2B sales targets.

From our students

Dr. Naalim Mihlar

Global DBA in Doctoral Thesis Architecture and Proposal Defense

"Pursuing my DBA at RBC Royale Business College was a highly valuable experience that enhanced my research skills, strategic thinking, and professional capabilities. The programme provided a strong academic foundation while maintaining a practical focus on real-world business challenges. The...

Executive Education for Global Business Leaders

Enterprise Sales Engineering & Account Management

Managing Complex B2B Sales Tenders, Client Pipelines, and Contract Architecture