B2B Business to Business Sales Training

In the world of B2B sales, success depends on process, structure, and people. Deals are rarely closed on impulse; instead, they are built on research, trust, and long-term relationships. Phil Coley’s sales training provides a clear, actionable framework designed for businesses that want to grow consistently and profitably in competitive markets.

With over 30 years of experience across multiple sectors, Phil has trained and coached thousands of individuals and companies. His 7 Steps Sales Program and complementary coaching tools offer a roadmap for sales teams to achieve measurable results.

Why B2B Sales Requires a Different Approach

Unlike retail or consumer sales, B2B deals often involve higher-value products or services, longer buying cycles, and multiple decision-makers. Business leaders need sales strategies that:

Translate complex products into clear benefits.

Build credibility and trust across multiple stakeholders.

Use data and structured processes to manage pipelines effectively.

Prioritise relationships and long-term customer value.

Phil Coley’s training is designed around these principles, giving salespeople the skills and confidence to sell in complex B2B environments.

The 7 Steps Sales Program for B2B

Phil’s flagship framework is the 7 Steps Sales Program, a structured process that can be applied across industries. Each step addresses a crucial area of sales success:

Product – Understanding whether your offer is transactional, solution-driven, service-based, or luxury. In B2B, this means identifying how your product solves business-critical needs like efficiency, compliance, or cost reduction.

Price – Using psychology, not just cost-plus calculations. High-value B2B sales often justify premium pricing when backed by strong value propositions and guarantees.

People – Building the right team around sales, from in-house staff to outsourced specialists, collaborators, and affiliates.

Process – Mapping out internal workflows and customer journeys so that sales don’t fall through the cracks. In B2B, process management through CRMs and automation is vital.

Prospects – Moving suspects through to prospects with structured data, signposting, and referral strategies. LinkedIn, networking, and trade shows are particularly important here.

Promote – Establishing your “helipad” (website, LinkedIn, or other digital landing points) and using a mix of owned, earned, and partner media to generate leads.

Provide – Delivering excellent service, following up consistently, and using upselling and cross-selling strategies to increase customer lifetime value.

This holistic approach ensures that sales teams not only close deals but also build scalable, repeatable systems.

Practical Skills for B2B Sales Success

Phil Coley’s training goes beyond theory by embedding practical, real-world sales skills:

Prospecting – Combining outbound channels like calls, direct emails, and LinkedIn outreach with inbound strategies such as SEO, webinars, and content marketing.

Dialogue & Questioning – Mastering open-ended questioning to uncover true client needs and position solutions effectively.

Voice & Impact – Developing vocal skills (pitch, pace, energy, projection, clarity) to build authority and trust in meetings or on calls.

Follow-Up – Embedding the discipline of multiple follow-ups, a step where 75% of salespeople fail.

Goal Setting – Borrowing from sports psychology to keep sales teams motivated, focused, and resilient.

Results for Businesses

Companies that implement Phil Coley’s B2B training programs typically see improvements in:

Lead generation through structured prospecting.

Higher conversion rates by using benefit-led selling.

Increased deal values through upselling and cross-selling.

Stronger pipelines with realistic forecasting.

Longer client retention by focusing on customer lifetime value.

The program is designed to give businesses not just “quick wins” but sustainable growth by embedding proven habits and frameworks into their sales culture.

In B2B, sales success isn’t about luck – it’s about following a process that works. Phil Coley’s sales training empowers teams to understand their products, refine their pricing, manage their pipelines, and build strong client relationships.

For businesses ready to scale, his structured 7-step methodology is the foundation for lasting sales growth.