Selling today is no longer about pushing products and services—it’s about helping buyers buy. With more stakeholders involved in every decision, each with their own priorities, concerns about risk, and feelings about change, sellers must go beyond opportunity management. No wonder only 47% of forecasted deals actually close. Sellers need a process that aligns with how buyers truly make decisions.
That’s the focus of Buyer-Centered Selling®. This training equips sales professionals with a systematic, repeatable framework for creating strategies that resonate with buyers by answering the three questions every buyer must know:
Why change?
Why change now?
Who will do it best?
At the heart of the program are 16 modular learning units and a buyer-centric opportunity worksheet. Some sales leaders choose to roll out the full program; others create a customized training path by selecting only the modules that address their team’s most urgent needs.
Unlike generic sales training that stops at theory, our programs are 100% customizable and practical. We don’t just explain what to do—we give your team the tools, coaching, and reinforcement to apply it in real buyer conversations. That’s why organizations across healthcare, B2B, and professional services choose Strategic Dynamics for Sales Training, Everything DiSC® Workshops, and PXT Select® Hiring Assessments.
Our Buyer-Centered Selling® program gives sellers a systematic, repeatable framework to align with buyers and co-create solutions that deliver measurable outcomes. The core is our Standard Opportunity Management Program—but every organization is different. You can add or remove modules to create a training experience that fits your team’s priorities and challenges.
See below for *optional modules.
1. Understand the Customers Buying Process
2. Using Discovery to Build a Case for Change and a Cost of Inaction
3. Define the Buyer’s Options & Your Sale Opportunity
4. Why Creating a Mutual Action Plan is Essential
*5. Understand the Modern Buyer
*6. The Power of Insight Driven Conversations
5. Identifying the Buying Committee & Mobilizer
6. Understand Each Stakeholder’s Behavioral Style & Why It Matters
7. Determine Each Stakeholder’s Urgency to Change, Influence & Access
8. How Neuroscience Affects Buying Decisions
9. Using Storytelling to Change Attitudes With Logic & Emotion
10. Demonstrate Differentiation & Why You!
11. Creating Value Messages That Differentiate you
12. Mitigating Concerns to Change & Risk
13. Building Consensus Amongst Buyers
14. Determine Stakeholder Preference & Your Position
*15. Planning & Executing Buyer Centric Conversations
*16. Surviving & Winning Beauty Contests (RFPs)
*17. Getting Past the Gatekeeper
15. Selling to a Committee
16. The Pathway to the PO
*17. Selling to a Committee
*18. Managing Price Demands
*19. Handling Routing Customer Objections
*20. The Pathway to Cross Selling
Optional Learning Modules Buyer Centered Selling: Winning the Complex Sale. A Series Of Optional Independent Learning Modules “Chosen By You” To Meet to Your Unique Selling Milieu & Requirements To Improve Sales
We view sales training as an ongoing process—not a one-time event. To drive measurable results, learning must be applied, reinforced, and sustained. Our Buyer-Centered Selling® approach includes:
Customization – Every program is tailored to your organization, industry, and executive priorities to ensure relevance and real-world application.
Spaced Learning – For virtual delivery, we offer flexible 1–2 hour sessions scheduled at intervals you define (monthly, quarterly, etc.), making training easier to absorb and apply.
Practical Worksheets – Easy-to-use tools that sellers can apply individually or in team settings. Many organizations use them in deal reviews or QBRs to strengthen skills and ensure accountability.
Adult & Experiential Learning – Interactive workshops (individual, partner, and group) based on your team’s live sales opportunities, so the training connects directly to your pipeline.
Reinforcement – We offer a structured reinforcement program to measure progress and sustain skills over time. See the Reinforcement Strategy below for available options.
This workshop is designed for teams involved in winning large, complex B2B sales opportunities, including:
Sales professionals responsible for driving new business and growing key accounts
Sales leaders and managers who coach, review deals, and set strategy
Sales enablement and operations teams who support the sales process
Product specialists, marketing personnel, and implementation teams who play a role in shaping solutions and supporting buyers
Other interested company personnel are also welcome to attend.
We offer flexible delivery options so your organization can choose the format that works best for your team:
On-Site Training – Tailored, instructor-led programs delivered at your location.
Virtual Training – Live, interactive sessions in small groups, led by an experienced facilitator.
Train-the-Trainer – License our content and equip your internal personnel to deliver Buyer-Centered Selling® across the organization.
Our standard Buyer-Centered Selling® training is delivered over two days. We can adapt the format—shorter sessions, extended learning, or virtual delivery—to match your team’s schedule and learning style.
Training only creates lasting impact if it’s reinforced. Without a clear follow-up process, new skills fade and sellers revert to old habits. To drive measurable results, sales training must be practiced, applied, and sustained over time.
Our recommended approach for reinforcing Buyer-Centered Selling® is outlined below.
| Activity | Purpose | Platform | Matrics | Timing |
|---|---|---|---|---|
| Audience Satisfaction | Determine the value of the training content | Face-to-Face Training: Instructor Led | Survey Conversations/Interviews Proactive Feedback | Immediately After (Program Delivery) |
| Knowledge Transfer | Did they learn it? | Gamification | Points earned Ranking | Post Training for 12-26 Months |
| Adoption | Do they use the training? | Use of Worksheets and Tools | Direct Observation Review of Worksheet & Tools by FLSM | Post Training and On-Going |
| Competency | Determine the Business Impact. Did the Training work? | Virtual Videos Guided Practice | Verification by FLSM that Skills Were Learned, Remembered & Being Applied Correctly | On-Going |
| Results | Determine the ROI. Was the Training Worth it? | | Improved Pipeline Improved Win Rates | On-Going |
