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Convince
your boss
Download
your brochure
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Discover the psychology of sales
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Brought to you,
in partnership with...
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Course
overview
Discover buyer secrets and be able to pass your newfound knowledge back to your sales team - and elevate their sales performance to dizzying heights.
This course will teach you:
- What buyer psychology actually is and why it’s so critical to success in sales.
- Tricks of the trade that allow you to influence a buyer’s behavior in your favor during the sales process.
- To implement tried-and-tested buyer and sales psychology techniques into your sales enablement programs, boosting your sales teams’ confidence and capabilities.
Chapters
- What is sales enablement?
- What is buyer psychology?
- Why is buyer psychology important?
- How buyer psychology can help sales
- Challenges of buyer psychology
Chapters
- What you need to know
- Why you need to understand your buyers
- The buyer centre
- The bases of power
- What do your buyers want?
- The buyer journey
- Buyer psychology in the real world
- [Fireside chat] Lyle Jacon, Sales Operations Consultant at TekAdvizr
- [Bonus footage] Understanding your customer journey to reduce churn and increase retention - Leilani Carbonell, Senior Manager of CS and Greg Watkins, Customer Success Team Leader at Tipalti
Chapters
- What persuades someone to buy?
- The triangle rhetoric
- Buyer personality types
- Buyer behaviour
- Cultural differences
- The principles of sales psychology
- What about influencers?
- [Fireside chat] Crystal Crouch, Senior Manager - Product Marketing Insurance Partners at Motive
- [Bonus footage] B2B and B2C applications - Alex Chahin, VP of Marketing at Titan
Chapters
- Know your product or service
- Have better conversations
- Using the right language
- Sales techniques
- Discounts - 50% off or BOGOF?
- The perfect buyer psychology sales
- [Fireside chat] Phill Agnew, Senior Product Marketing Manager at Buffer
- [Bonus footage] Understanding your customers - Laura Welch, Director of Sales Enablement at HP
Chapters
- B2B vs B2C
- Feedback loops (customers and company)
- Metrics
- Workshops and roleplays
Chapters
Chapters
Modules
Modules
Modules
Chapters
- What is sales enablement?
- What is buyer psychology?
- Why is buyer psychology important?
- How buyer psychology can help sales
- Challenges of buyer psychology
Chapters
- What you need to know
- Why you need to understand your buyers
- The buyer centre
- The bases of power
- What do your buyers want?
- The buyer journey
- Buyer psychology in the real world
- [Fireside chat] Lyle Jacon, Sales Operations Consultant at TekAdvizr
- [Bonus footage] Understanding your customer journey to reduce churn and increase retention - Leilani Carbonell, Senior Manager of CS and Greg Watkins, Customer Success Team Leader at Tipalti
Chapters
- What persuades someone to buy?
- The triangle rhetoric
- Buyer personality types
- Buyer behaviour
- Cultural differences
- The principles of sales psychology
- What about influencers?
- [Fireside chat] Crystal Crouch, Senior Manager - Product Marketing Insurance Partners at Motive
- [Bonus footage] B2B and B2C applications - Alex Chahin, VP of Marketing at Titan
Chapters
- Know your product or service
- Have better conversations
- Using the right language
- Sales techniques
- Discounts - 50% off or BOGOF?
- The perfect buyer psychology sales
- [Fireside chat] Phill Agnew, Senior Product Marketing Manager at Buffer
- [Bonus footage] Understanding your customers - Laura Welch, Director of Sales Enablement at HP
Chapters
- B2B vs B2C
- Feedback loops (customers and company)
- Metrics
- Workshops and roleplays
Chapters
Chapters
Modules
Modules
Modules
Our stats
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"Love the module, Improving your sales techniques. So important to getting back to the basics on knowing the product and using the right terminology! This is an unintentional gap we sometimes have with misalignment internally, not overselling ourselves."
Sarah Wester
Director of Sales Enablement and Operations
"SEC is doing phenomenal work bringing global enablement thought leaders together and driving value with new, yet proven, insights delivered by these leaders. The drive is for actionable insights that move the needle and I learn something new that improves me and my team's performance every time."
Petek Hawkins
Vice President of Revenue Enablement
Download
your brochure
Learn from the collective success and experience of the world’s biggest product marketing community. Not only that, but our certifications are built with the support of PMMs from the largest orgs around such as Adobe, Google, Linkedin, Atlassian, Grammarly, and many more.
If you need help convincing your company to pay for your training, we’ve done the leg work for you.
Your
instructors
Your instructor,
Chris Tran
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A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
Lyle Jacon
With over 25 years of experience leading three companies and diverse departments, Lyle thrives in building, improving, and fixing processes. A seasoned expert in Sales Operations and Sales Enablement, he pioneers strategies aligning sales teams with evolving sales technology. Lyle excels in coaching and fostering team success, collaborating seamlessly across departments. His proficiency spans sales technology integration, leveraging various CRM systems, and driving relentless process enhancements. With a passion for success and a knack for creating smiles, Lyle embodies effective leadership and continuous improvement.
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Your instructor,
Chris Tran
A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
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Your instructor,
Crystal Crouch
Crystal is a seasoned Fintech/Insurtech Product Marketing Leader driven by a deep-seated passion for understanding and fulfilling customer needs. Her expertise lies in generating substantial momentum for new product launches through meticulous planning, development, and execution of brand, go-to-market, and CRM marketing strategies, all meticulously aligned with enterprise objectives.
Drawing upon data and analytics, Crystal is adept at driving informed business decisions and offering continuous recommendations to optimize marketing outcomes.
Your instructor,
Chris Tran
A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
Phill Agnew
Your instructor,
Chris Tran
A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
Alex Chahin
Alex Chahin has experience scaling hyper-growth consumer brands and developing innovative products/marketing strategies.
He's been recognized twice by Fast Company for mental health product innovation and comprehensive marketing. Business Insider named him a Top 20 Rising Star.
As Founder of Product Marketing at Hims & Hers, a fast-growing D2C telehealth company, he oversaw diverse health-related categories. Passionate about consumer psychology, he shares expertise via podcasts, LinkedIn, and conferences of up to 70,000 attendees.
His key strengths include brand building, product innovation, marketing strategy, and thought leadership in the consumer space.
Your instructor,
Chris Tran
A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
Laura Welch
Laura is the Director of MADO Change Management at HP, bringing over 20 years of experience in marketing and product marketing to her role. With a strong background in training and enablement spanning over 15 years, she is known for her expertise in driving organizational change. Laura is also a professional speaker and TEDx presenter, captivating audiences with her talk "10,000 Miles: The Momentum of One Step". Beyond her professional accomplishments, Laura holds a 3rd Degree Black Belt in MMA and serves as a mentor for the Young Women's Association in Austin (YWA), empowering the next generation of leaders.
Your instructor,
Chris Tran
A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
Leilani Carbonell
Leilani is a visionary leader at Nium, where leadership and strategy converge to revolutionize global payments with a focus on instant, cross-border transactions.
Her journey in customer success is marked by a commitment to operational excellence, demonstrated during her tenure at Tipalti, where her team managed a portfolio generating $20M ARR with minimal churn and high customer satisfaction.
Leilani's mission transcends the corporate realm, embodying a people-centric philosophy honed from the classroom to the boardroom.
Her dedication to fostering a supportive culture is evident in her role as a board member of The Teaching Well and as co-founder of SIS Circle, reflecting her unwavering commitment to holistic well-being and personal growth.
By the end of the course
you'll be able to...
Understand the psychology of sales
Train your sellers to understand how your buyers think, and use that to their advantage.
Discover the power of influence
Delve into the minds of your buyers and learn how to highlight the value of your solution.
Weave psychology and enablement together
Take your newfound learnings build sales enablement programs that pass that knowledge on to your teams.
What's
included
Industry-leading, community-led curriculum that covers the key areas of sales and buyer psychology - with nothing but expert intel throughout.
Cutting-edge insights from world-leading sales and buyer psychology experts on how they've achieved success - so you can tap into their learnings and expedite your own success.
Exam questions throughout to consolidate your learning, challenge your way of thinking, and ensure what you learn in the course is taken out into the real world.
Tried, tested, and vetted templates and frameworks ready to use right away to streamline your processes and work with peace of mind.
Create your own bank of tangible takeaways, bring them back to your boss, implement them right away, demonstrate instant ROI, and grow your career.
Access fireside chats, and bonus footage from industry experts. And apply practical tools and resources to implement effective buyer and sales psychology strategies.
Get officially Buyer Psychology certified and access the entire library of content for life.
Get personalized and actionable advice to your toughest product marketing questions, backed by Product Marketing Alliance’s entire knowledge base, using PMM-GPT.
Get access to
these resources...
With every single one of our courses and certifications, you can get your hands on templates, frameworks, and toolkits. All are designed with the cumulative knowledge of our community to help you implement your newfound knowledge the very next day.
Get this course plus 11 others,with Pro+ membership
Discover how our Pro+ memberships stack up against our individual courses to find the best fit for you or your team.
Sales Enablement Certified: Core
11+ Masters certifications
1 free in-person Summit ticket a year
Live GTM, revenue & AI workshops
Mentor program
100s of exclusive content
60+ templates & frameworks
450+ hours of expert insights
Members-only community
SEC GPT
Lifetime access to individual course bought
Access to all future course updates
Official certification if you pass the exams
Course
benefits
Understand your prospects’ thinking to close more deals
Create better, more buyer-centric enablement programs
Discover the power of psychology in the sales world
Why choosecourses from SEC?
Whether you prefer learning in bulk or taking things one step at a time, select the plan that’s best for you.
Old Way
New Way
Get your team onthe same page...
Fill key knowledge gaps and get everyone speaking the same language by getting your whole team certified. Book in a call to discuss group rates.
Don’t wait ‘til the workshopget your answers instantly.
Get personalized advice for all your enablement questions, backed by our entire knowledge base through SEC GPT - your enablement AI assistant.
FAQS
This course is for anyone who’s ready to master the science of buyer psychology. This course will equip you with the confidence and know-how you need to understand your buyers inside and out.
The course is 100% online and entirely self-paced. Once you enroll, you’ll work through the modules chronologically and be invited to participate in activities. At the end of each module, you’ll be presented with mandatory exam questions, and if you pass all these, you’ll become Buyer Psychology: Certified!
The course content, activities, and exams will take approximately 3 hours to complete.
If you fail the first time around you'll be given the option to retake the exam. If you fail the second attempt, unfortunately, it means you won’t get the certificate. However, all’s not lost, you’ll have still learned LOTS and you’ll be given access to the course materials for life - so you can brush up on the bits you slipped up on forevermore.
For life! One, one-off payment gives you unlimited to all the course’s content forevermore.
