MADRAS MANAGEMENT ASSOCIATION

Presents

Two days Workshop on 

INTEGRATED TWO-DAYS ADVANCED B2B SALES MASTERY PROGRAM

DAY 1 — From Product Seller to Trusted Advisor

Mastering Buyer Psychology, Discovery, Value Conversations & Differentiation

9:00 – 9:30 | Welcome & Context Setting

Theme: Buying has changed — selling must too.

• Today’s B2B buyers: risk-averse, ROI-driven, multi-stakeholder, information-rich.
• Common mistakes experienced reps make:
• Over-reliance on relationships
• Feature dumping
• Talking too early, questioning too late
• Weak differentiation against incumbents
• Why consultative sellers win more and lose less.

9:30 – 10:30 | Mapping the Complex Buying Centre (Industrial + B2B)

• Identify specifiers, users, influencers, finance, IT, procurement & leadership.
• Map formal vs informal power & buying motives.
• Buying journey stages: Awareness → Evaluation → Validation → Procurement → Renewal.
• Exercise: Map a real client’s DMU + decision path.

10:30 – 10:45 | Tea Break

10:45 – 12:15 | Advanced Consultative Selling

Deep-dive discovery using layered questions:

• Operational pains
• Financial pains
• Risk pains
• Compliance/safety/productivity issues
• Strategic business outcomes

Frameworks:

• SPIN + Challenger + Insight Questioning
• Converting features → measurable business impact
• Value levers in manufacturing/B2B: uptime, cost savings, efficiency, yield, energy, TCO

12:15 – 13:15 | Turning Discovery into Value Conversations

• Moving from “product specs” → “business impact”
• Building credibility through industry insights
• How to reframe buyer assumptions
• The 3 parts of a powerful value conversation:
  Pain → Impact → Financial Justification

13:15 – 14:00 | Lunch

14:00 – 15:15 | Sales Conversations & Role-Plays

Scenario-based practice:

• Plant visit conversations
• Procurement review meeting
• Stakeholder conflict handling
• Multi-level questioning
• Linking insights to business outcomes

Checklist: Listening, probing, reframing, clarity, linking to impact.

15:15 – 16:30 | Differentiation & ROI Storytelling

• Competing beyond price
• Showing ROI without complex spreadsheets
• The 4-step ROI storytelling structure:
1. Current situation
2. Cost of inaction
3. Your differentiated value
4. Financial & strategic outcome

Activity: Build a Value Story for your product/solution.

16:30 – 17:00 | Reflection & Action Notes

• 3 behaviours to start/stop/continue
• Collect real negotiation cases for Day 2

DAY 2 — Key Accounts, Negotiation & Technology-Enabled Sales Performance

Opportunity Management • Margin Protection • CRM Excellence • Playbook Creation

9:00 – 9:30 | Day 1 Recap & Insight Sharing

• Participant-led discussion
• Link to Day 2:
• Growing key accounts
• Protecting margins
• Winning long-cycle, multi-stakeholder deal

9:30 – 10:30 | Strategic & Key Account Management

• From vendor → strategic partner
• Cross-sell, upsell & share-of-wallet growth
• White space analysis
• Competitive mapping (incumbent strengths & weaknesses)
• 12-month account planning framework

Outcome: A ready-to-use Account Plan Template.

10:30 – 10:45 | Tea Break

10:45 – 12:15 | Value-Based Negotiation in B2B/Industrial Selling

Challenges in industrial/B2B negotiation:

• Rate contracts
• Reverse auctions
• Payment terms
• Price pressure
• Procurement tactics (anchoring, silent treatment, leverage tactics)

Techniques:

• BATNA & ZOPA
• Trading variables (terms, installation, service, delivery, training)
• Defending value using quantified impact
• Managing procurement-driven conversations without losing margins

12:15 – 13:15 | Negotiation Simulation

Team-based simulation:

• Buyer team: procurement + technical + finance
• Seller team: account manager + product expert
• Objectives: plan → question → negotiate → close

Debrief:

• What worked?
• Where did value leak?
• How could margins be protected?

13:15 – 14:00 | Lunch

14:00 – 15:15 | Pipeline, CRM & Tech-Enabled Selling

• CRM as a planning and forecasting tool
• Opportunity qualification (MEDDIC, SPICED, BANT)
• Stage movement & forecast accuracy
• Using digital tools & optional AI for:
• Account research
• Prospecting
• Pre-call planning
• Email sequencing
• Building high-productivity weekly routines

15:15 – 16:00 | Closing High-Value B2B Deals

• Reading buying signals
• 7 advanced closing methods (Assumptive, Insight Close, Summary Close, Recommendation Close, Trial Close, Ownership Close, Soft Close)
• Risk reduction strategies (pilot projects, phased rollouts)
• Post-sale follow-up & lifetime value growth

16:00 – 17:00 | Personal Sales Playbook & 60-Day Action Plan

Each participant builds a one-page playbook:

• Target segments + Ideal customer profile
• Key discovery question bank
• Value levers + ROI metrics
• Key account growth plan
• 60-day execution plan
• Weekly CRM habits
• 3 deals to advance immediately

DELIVERABLES & TAKEAWAYS

Participants receive:

✔ Industrial/B2B Sales Handbook
✔ Consultative Selling Question Bank
✔ Account Plan Template
✔ Negotiation Playbook
✔ 60-Day Execution Planner
✔ Be a Sellebrity  - Sales book signed by the author

Key Takeaways

Mastering the full B2B sales cycle, from deep discovery of client pain points to closing deals with clear, simple purchasing processes. This includes uncovering hidden client needs and mapping solutions directly to their business objectives for maximum value delivery.

Applying advanced questioning techniques (like SPIN selling) and active listening to identify genuine client needs beneath expressed wants, enabling relevant solution proposals.

Developing skills to handle objections proactively, create urgency, and negotiate win-win outcomes that build lasting client relationships.

Utilizing sales frameworks to boost key metrics such as discovery call conversion, proposal acceptance rates, average order value, and sales cycle reduction.

Emphasizing continuous education for clients through thought leadership, market insights, and relevant industry trends to become trusted advisors rather than just vendors.

Integrating CRM and technology tools for predictive lead scoring, automated workflows, sales integration, and real-time coaching to optimize sales performance.

Enhancing collaboration between sales and marketing teams to align on shared goals, ideal customer profiles, and lead handoff processes.Building confidence in sales professionals through skills mastery to improve outreach effectiveness, close deals faster, and increase revenue per representative.

Fostering a culture of strategic thinking and relationship management that contributes to sustainable business growth and stronger customer loyalty.

These takeaways reflect comprehensive advanced techniques and strategic approaches that can help sales teams achieve measurable improvements in B2B sales outcomes within weeks of implementation.

Who can Attend

This Integrated Advanced B2B Sales Mastery workshop is ideal for:

Experienced B2B sales professionals looking to elevate their skills in complex sales cycles and strategic selling.

Sales managers and team leaders aiming to coach and develop high-performing sales teams with advanced techniques.

Business development executives responsible for driving revenue growth through strategic client engagements.

Account managers seeking to deepen client relationships and increase long-term contract values.

Marketing professionals working closely with sales to align messaging and generate qualified leads.

Entrepreneurs and founders of B2B companies who want to master the sales process to scale their businesses effectively.

Consultants and advisors supporting organizations in improving sales performance and processes.

The workshop is designed for individuals with a foundational understanding of B2B sales who want to integrate advanced methods, technology, and strategic frameworks for mastery in complex sales environments.

Ramaprasad Sreenivassan is the Founder & Enabler of Saamartya, a training organisation dedicated to Enlighten, Enable, Empower. He has served as a Director of CADD Centre Training Services and brings over three decades of experience in sales excellence, leadership, and people development. An active leader in forums like BBB, Rotary, and PSAI, he is a sought-after trainer and speaker known for his practical frameworks and engaging style.