Intensive program using AI, simulations and negotiation practice

5 days
(4 in-person days + 1 online)
Location:
Warsaw

Win customers' hearts and better results
Today's customer is more demanding than ever - he researches the market on his own, compares offers and avoids talking to salespeople who don't bring real value. Whether you manage sales or are a salesman, you can't ignore this challenge!
The "Modern B2B Consultative Sales" program will show you how to sell effectively in a rapidly changing business environment. You will learn state-of-the-art sales tools, improve your communication, negotiation and strategic skills, and develop concrete action plans.
Are you interested in conducting "Modern B2B consulting sales" training for your company, in a version tailored to its needs and market situation?
Let's talk about developing your business
Strongly practical program based on proven tools
We developed the program according to an evidence-based approach, which means that we only impart methods and tools with proven effectiveness. You will learn, among other things, product positioning according to April Dunford, challenger techniques and value-based selling, which will help you build lasting relationships with customers. You'll also learn the principles of neurocommunication to understand how the brain responds to sales messages - and thus effectively hit your message!
We provide ready-to-use tools that you can put into practice right away, such as:
Value Proposition Canvas - for creating and analyzing customer value.
Barriers and Motivators Matrix - to identify factors influencing customer decisions.
Value Story - a template for creating effective sales stories.
Elevator Pitch Canvas - a tool for building an effective first contact with customers.
Peak-End Rule model - for designing positive touch points in the sales process.
Sales Playbook Canvas - a structure for developing a customized consultative sales strategy.
What effects you will notice after completing the program
Find out why you should participate in the program and how it will increase the effectiveness of your sales efforts.

- Increase team effectiveness and higher lead conversion - you will learn modern consulting techniques, including storytelling and challenger selling.
- Increase customer loyalty through value-based selling - you will learn how to create positive brand touchpoints and manage customer emotions.
- Better offer positioning and competitive advantage - you will learn how to stand out from the competition even in crowded markets.
- Implementation of AI and automation in sales - you will practice the use of AI tools (ChatGPT, 6sense, Gong.io), which will sue you to streamline processes.
- Shorten the sales cycle and negotiate more effectively - you will see how to analyze the customer's buying process, which will result in faster closing of deals.
For whom is the training "Modern B2B Consulting Sales".
The training includes people from different industries, but with similar challenges as you. It's a great opportunity to share experiences!
Reserve a seatB2B sales directors and managers looking to boost their departments' performance
Key account managers looking to build lasting relationships with customers
Consulting vendors and consultants looking to improve their effectiveness
Experts to develop strategic and negotiation competencies
Explore the training program and see what you will learn
It's 5 days that will provide you with a huge dose of practical knowledge and tools ready for immediate use at work - even the next day!B2B customer 2025+ and the role of the consulting vendor
You will learn how the B2B buying process is changing and why selling today requires a new approach. We'll discuss key buying barriers and the impact of emotions and cognitive processes on customer decisions (known as System 1 and System 2), followed by a customer decision map exercise. You will also learn how to create a personal "elevator pitch," build your credibility as a salesman, and have conversations with customers based on attentiveness and understanding. You will learn about the role of the salesperson as a strategic advisor, not just an information provider.
Tools and methods used in the course:
- Customer decision map
- Elevator pitch canvas
- Consulting value model
- Challenger Sale - "Teach - Tailor - Take Control" model.
Positioning, customer analytics and AI tools
In this class you will learn what value-based selling is and its key pillars: discovering aspirations, showing opportunities, designing solutions. You will also learn a new way of talking to customers - from transactional to strategic and consultative conversations. You'll learn storytelling techniques that will allow you to change the customer's perspective and overcome their lack of decisiveness. You will also diagnose your sales style and create a customized consultative sales playbook to use in your daily work. You'll also learn how to design a sales strategy for different types of clients.
Tools and methods used in the course:
- Challenger Sale Model
- Value Story structure
- Customer value map
- Sales Playbook Canvas
- Mapping the customer's buying process
Positioning, customer analytics and AI tools
You will learn the difference between a good offer and a well positioned one, and understand the importance of market context and customer perception in B2B sales. You will learn how to position an offer effectively, taking into account the customer's needs and prospects. Under the guidance of an expert, you will practice AI tools in sales, such as in analyzing company and customer profiles, in assessing readiness to buy, in segmenting leads, and for streamlining sales messages. Finally, you'll participate in a workshop on creating personalized messages, analysis and customer conversation scenarios using AI tools.
Tools and methods used in the course:
- Value Proposition Canvas
- Map of customer alternatives
- April Dunford's positioning model
- Value message template (pitch builder)
- AI tools: ChatGPT, 6sense, Gong.io, Lavender.ai, LinkedIn Sales Navigator
Behavioral design
You will learn how to influence customer behavior, including how to facilitate desired behavior, build a "path of least resistance," and transform non-decisions into concrete choices using engagement techniques. You will learn how to use "windows of influence" (decision moments) in the purchase path, and how to design customer-company touchpoints according to the "peak-end" effect. Experts will also show you how to enhance positive emotions in the consultative sales process and eliminate sources of negative experiences. There will be two workshops: the first on creating a customer behavior map, and the second on designing a customer experience strategy.
Tools and methods used in the course:
- Customer behavior design template
- Choice context design (choice architecture)
- Barriers and Motivators Matrix
- Peak-End Rule Model (D. Kahneman)
- Customer experience map
Negotiating and finalizing value-based sales
In this session, you will learn proven negotiation methods and strategies so that you will always prepare good arguments tailored to the customer and not lose your temper in difficult situations. You will learn the difference between negotiating price and negotiating value, which will help you avoid discount wars and exaggerated price skimming. You will also learn how to prepare your BATNA, or negotiating alternative. You'll learn how to close a sale without pressure and recognize moments of customer readiness (verbal and non-verbal signals). You will also learn techniques for finalizing a deal ("what we already have" vs. "what's left").
Tools and methods used in the course:
- BATNA (Best Alternative to a Negotiated Agreement).
- Map of negotiation styles
- ROI calculator and "cost of abandonment."
- Scale of customer purchase readiness
- Structure of the finalization conversation

Download the free brochure and check out the detailed training program.
Meet our experts
They - recognized practitioners, researchers and leaders - will work with you during the training.

Karolina Sliwinska
Psychologist/Trainer and Sales Practitioner

Renata Kozlowska
Practice manager with 25 years of experience

Dominik Skowronski
Expert on building a business in the age of collaboration with artificial intelligence

Joanna Burdek
Neurocommunication expert
Your acquired competence is confirmed by the ICAN Institute certificate
Each participant in ICAN Institute's development program will receive a prestigious certificate. This is a document that is valued in the labor market and is desirable for both recruitment processes and internal succession plans.

Location of the training course "Modern B2B Consulting Sales".
The training takes place in Warsaw at the headquarters of ICAN Institute. It is a convenient, well-connected location right next to the Wilanowska Metro station. As a result, you will have no problem getting there.
The training consists of 5 class days. You will plan in advance to attend the classes or take the opportunity to make up a given session at another time. Check the training schedule and find out when the next group starts.

Quality guarantee: zero risk and reimbursement
We know that investing in a program can come with concerns. That's why we are the only ones in Poland to offer you a unique quality guarantee: if after 1 session (2 class days) you decide that the training does not meet your expectations, you can cancel your participation and receive a full refund.
Yes, we will refund your money 100%. There is no risk associated with participating in the training, only growth opportunities and real results.
CEO of ICAN Institute

Business club for graduates
After completing the training, you can join the Alumni Club. Our community brings together leaders, managers, CEOs and directors from all over Poland. This is an elite group of people who focus on development, exchange of ideas and mutual support. This is where true friendships, business partnerships and mentoring are formed. See the value of being with us!
Want to know even more?
Do you have questions? Get a free consultation with an expert. We will discuss your development needs and help you decide whether to participate in the program.
