Boost sales in a complex selling environment where multiple stakeholders are involved


Reach more decision makers, shorten sales cycles and increase win rates

Reach more decision makers, shorten sales cycles and increase win rates

SOCO Sales Training’s distinct B2B Sales Training approach stands out with innovative strategies that embrace business dynamics. SOCO integrates case studies, role plays and personalized coaching to maximize results. This forward-thinking approach allows SOCO Sales Training to be a leader in reshaping how B2B sales professionals acquire and apply skills in today’s ever-evolving business landscape.

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WHAT DOES B2B Stand For In Sales?

B2B stands for business-to-business, which refers to transactions and interactions between two businesses rather than between a business and individual consumers (B2C). In B2B sales, one company sells products or services to another company, typically for business use or resale. These transactions often involve a more complex decision-making process, longer sales cycles, and a focus on building long-term relationships.

Signs your team needs


The fact is, today B2B buyers only spend 17% of the total purchase journey with sales reps. With millennials replacing older professionals it’s important to be aware that 44% of millennials prefer no interaction with sales representatives in B2B settings. As a result, it’s important for your reps to be equipped with advanced selling techniques so they can reach these prospects and present in a way that relates to them.
B2B buyers are overwhelmed with information about complex solutions, affecting their willingness to buy. So much so that customers who report encountering overwhelming amounts of information are 54% less likely to purchase.  Advanced Selling helps customers make sense of all of the information they’ve gathered and makes it easier for them to buy from you.
Consultative selling might build relationships, but it doesn’t deliver the best sales results. Instead reps need to be equipped with the skills to advise their prospects on ideal solutions, while also gaining commitment along the way.

Do the statements above sound familiar? Then it’s time to implement SOCO’s B2B Selling Program so your team can be confident and competent enough to take major deals over the line.

Course Outline

what are the stages of B2B sales?

If you’re a B2B seller, you know how important it is to understand the sales process and how to guide your prospects through it. The sales process consists of five key stages. In each stage, you need to provide value, build trust, and address the needs and pain points of your prospects.

  1. Recognising a Problem or Need (Awareness): Your prospects become aware of a problem or a need that your solution can address.
  2. Commitment to Change: Your prospects decide to invest in a solution and define their criteria and budget.
  3. Investigating, Evaluating & Comparing Solutions (Consideration): Your prospects research and compare different solutions and vendors in the market.
  4. Asking Suppliers to Submit RFP: Your prospects request and evaluate proposals from their preferred vendors and narrow down their options.
  5. Choosing a Supplier (Decision Stage): Your prospects choose the best solution and vendor for their business and finalize the deal.

The B2B sales process is a complex and lengthy journey that requires a lot of skill, patience, and persistence. But by understanding each stage and applying the right strategies and techniques, you can increase your chances of success and grow your business.


B2B (business-to-business) specific sales training is vital in today’s competitive marketplace, where complex transactions and intricate decision-making processes define the landscape. Unlike B2C (business-to-consumer) transactions, B2B sales involve a myriad of stakeholders, long sales cycles, and intricate negotiations.

Because of this, specialized training equips sales professionals with the nuanced skills required to navigate the complexities of B2B relationships. From understanding the intricacies of client businesses to effectively communicating the value proposition of products or services, B2B sales training ensures that professionals are adept at building and maintaining long-term partnerships.

It hones in on relationship-building, strategic thinking, and a deep understanding of industry-specific challenges, enabling sales teams to not only meet but exceed the unique demands of B2B transactions, ultimately fostering sustained success and growth for both parties involved.

Trophy for being the Award-Winning Training Provider

SOCO/ has won awards at the HR Vendors of the Year awards since 2014. These awards include Best Sales Training Provider, Best Digital Learning Provider, and Best Training and Facilitation Skills.

Industry-leading companies choose SOCO Sales Training to train their teams for a few key reasons:


Boost sales in a complex selling environment where multiple stakeholders are involved.


• Hewlett-Packard•




What our clients have to say about US
Chau Tran
Chau Tran
Thanks Mr. Jason and Soco. I had great training days in Malaysia with Mr. Jason 🤘. Great experiences and received good and helpful advice and skills for sales job ! High recommendation for Sales courses
Admissions Manager
Admissions Manager
It was an engaging session with lots of tips that the team was able to use in their daily work. Tom was excellent in connecting with various people within the team and kept them involved in the discussions. Highly recommended.
Fred Fischer
Fred Fischer
The SOCO team facilitated a workshop that exceeded our (already high) expectations. Engagement from our sales team, especially those disgruntled to have been taken out of the field, was phenomenal....I could not have achieved our learning objectives w/o SOCO's assistance. I am looking forward to leveraging your team again soon.
Thank you for sales skills and knowledge sharing. It was a fruitful training. So much fun and Tom encouraged me a lot.
Laura Chong
Laura Chong
Great session with Allen! He was knowledgeable and tailored the session to our needs. Session was engaging as well with the use of roleplays.
Jereme Chong
Jereme Chong
Great training provider, was attentive and ready to assist with any requests. Would definitely use them again for other training needs.
Jason Cabute
Jason Cabute
We had the training sometime in September. We appreciate the great course, and it has helped us to better serve our customers.
Jon Cronin
Jon Cronin
Engaging, thoughtful training with a real insight into the world of sales.
karami omar
karami omar
The virtual learning experience has boosted my confidence level. So many new ideas apart from refreshed ones have been shared. Will definitely share with my partners and team members. Well Done SOCO!

Here are some of the many reasons why industry-leading companies choose SOCO Sales Training to train their teams.



SOCO provides 4-12 weeks of content after the workshop to help reinforce the in-class learning.

Post Training Evaluation

We conduct an in-depth assessment of the learners post training to evaluate what they learnt and how they will implement it.

ROI Maximizer & Next Steps

To ensure you get the most out of the training and your investment we conduct a debrief call to highlight next steps needed and recommendations on how to maximize effectiveness.

B2B Sales Training Program

A successful sales department needs skilled employees who have the necessary knowledge to perform their jobs well. To get the most from your sales team, the members need to be constantly updating their selling skills. This is true whether the person is a long-time team member or brand-new to your company. With proper B2B sales training, you can grow your company faster than you thought possible.

1. Tailored Approach

Using a one-size-fits-all approach for B2B sales training may not give you the desired return on investment. You must tailor and customise the program for your industry. It also needs to include some case studies, stories, and exercises.

2. Skills Assessment

Every B2B sales program should start with a pre-training needs assessment to determine the best course of action to improve your sales. By doing this, you lay the concrete foundations for learner retention and learning reinforcement down the line.

3. Implementation Support

What do you think occurs when sales representatives and supervisors exit the room post-training? Learners need extra tools like cheat sheets, frameworks, planners, checklists, and conversation guides. This is to ensure that they can effectively apply what they have learned.

4. Training Reinforcement

Learning reinforcement is a critical piece of the cogs that form your return on investment for B2B sales training. Sales teams often expect improved results after training. However, they typically do not make significant changes to their habits upon returning to work. That’s why to make a long term and impactful change to your operations, all b2b sales training programs need a training reinforcement plan.

5. Coaching

Businesses go through changes, so leaders must regularly support their teams. Provide structure for your team because lecturing won’t be effective once they reach a certain level of understanding. Sales teams need coaching in B2B sales training programs to learn how to achieve their goals.


Forget about general sales topics. Focus on the specific needs of sales professionals and their real-world challenges. That means, forget about covering general sales topics and instead concentrate on the specific needs which are relevant to the real-world challenges of the sales professionals. 

At SOCO/ Sales Training we thoroughly analyse the company and team before we begin designing the program. After understanding the company, their audience, and customers, we will plan training that suits their industry and sales process. This is important in B2B sales as what works in retails may not apply to selling to another business.

B2B Sales Training

Reach more decision makers, shorten sales cycles and increase win rates

Maximize Results with SOCO

Many sales teams haven’t received formal sale training, but the company depends on them for revenue. Teams without training and a sales structure have to figure out what works through trial and error. This leads to some members excelling while others struggle.

By using a top-notch sales training program and system, team members support each other to reach their goals. They also implement best practices. Most importantly, they improve closing ratios. Sales training is one of the few corporate training programs that quickly pays off for companies.

Customised, Results Based Training

At SOCO/, we don’t believe in 1-off training, which is why we recommend a complete system. All of our sales training programs include:


Training sessions often provide a lot of information quickly, and attendees may forget much of it. That’s why it’s important to give a detailed manual for people attending B2B sales training to take home and study later.

Our training package is more than just a printout of the PowerPoint presentation. Instead, participants get a detailed guide that explains all important parts of the sales course, like discussed techniques and concepts. After the B2B sales training, we reinforce the concepts with weekly videos, articles, tips, and slide decks.

who our Sales Training programs are for

New and seasoned sales professionals and sales managers will all benefit from training using the SOCO® Selling™ methodology. Our interactive training style helps new sales reps learn from experienced sales trainers and senior colleagues.

Experienced sales representatives can enhance their skills and acquire new techniques through SOCO Sales Training. This training program remains current with the constantly evolving sales profession. You need to regularly sharpen sales skills to ensure maximum results.

B2B Sales Training: Transform your sales team into sales experts

Enroll now and get access to cutting-edge sales training.

SOCO® Selling™ Academy

Our award winning e-learning platform SOCO Academy is a vast library of on-demand online sales training videos.

Companies worldwide use our e-learning platform in 5 different languages: English, Indonesian, Thai, Vietnamese and Mandarin. It helps companies onboard new sales staff, support learning between training sessions and allow staff to learn at their own pace. 

sharing our outstanding experience! the program was interactive and energizing and we're looking forward to the follow up component to ensure the results of the training are not 'left in the classroom'.
catherine white
director of sales operations, venetian Resorts

Don’t teach sales theories that aren’t helpful right away or skills that are hard to tell if they’re helping salespeople succeed. By sharing simple steps, they can know where they are in the process and what to do next. This boosts their confidence and helps them assess the effectiveness of the technique they are using.

We reinforce this with problem specific role-plays. To solve the participants’ problems, we will ask them about the challenges they are facing. We will then discuss these challenges in the workshop with everyone.

B2B Sales Training: Want to grow your business faster?

Boost your sales team skills with our award-winning, customised training.


B2B Sales training is important for your team because it helps them develop the skills, knowledge, and strategies necessary for selling products or services to other businesses.

B2B sales are often more complex, competitive, and consultative than B2C sales, and require a different approach and mindset.

B2B sales training can help your team improve their prospecting, qualification, discovery, solution design, presentation, negotiation, and closing skills, as well as their ability to build rapport, trust, and value with their clients.

Yes, hiring a sales trainer can be a valuable investment for your sales team.

An external sales trainer brings several advantages:

  • Diverse Experience: External trainers have experience training different companies and industries, allowing them to share best practices and insights from various sources.
  • Continuous Learning: External trainers are constantly updating their knowledge and techniques, ensuring that they bring fresh and up-to-date strategies to your team.
  • Objective Perspective: External trainers offer an objective view of your team's strengths and weaknesses, providing unbiased feedback and tailored training solutions.

As compared to an internal trainer, these are some of the insights that they may not have. By hiring an external sales trainer, you can leverage their expertise to help your sales team perform at their best and stay competitive in the market.

The average cost of B2B sales training can vary significantly depending on the provider and duration of the training. Companies can expect to pay between $400 to thousands per learner.

Advanced Selling training can be delivered live in-person, live-virtually, via e-learning or a combination of methods referred to as 'blended learning'.

Training sessions can vary in length to accommodate different needs. They can be delivered as short 90 minute sessions delivered via web conferencing software or can span 1-3 days in-person.

This flexibility allows us to cater to your preferences and scheduling constraints, ensuring everyone can receive the training they need no matter how busy they are. 

A B2B sales training session covers various topics depending on the needs and goals of your team and your company.

However, most B2B Selling programs include:

  • Reaching decision makers
  • Selling to multiple decision makers
  • Identifying ways to stand apart from competition
  • Tailoring your presentation
  • Taking control of the sale
Measuring the ROI of sales training involves tracking key performance indicators (KPIs) before and after the training to assess the impact on your business. Examples of some of the KPIs tracked include increased sales revenue, higher closing rates, improved customer satisfaction, and shorter sales cycles.

We are committed to serving clients around the world. Our training programs have been successfully delivered in various international locations includeing all APAC countries, Europe, Canada, and North America. Regardless of your organization's location, we can work with you to provide high-performance sales training solutions tailored to your specific needs and objectives. Our global reach ensures that businesses in different countries can benefit from our expertise in optimizing B2B sales teams.

B2B sales training is about developing skills, knowledge, and strategies for selling to other businesses. B2B sales are often more complex, competitive, and consultative than B2C sales, and require a different approach and mindset. Different types and methods of B2B sales training exist, depending on the needs and goals of the sales team and the company.

Some common types of training are:

  • Product or service training: Focuses on the features, benefits, and value proposition of the offerings.
  • Industry training: Covers the trends, challenges, and opportunities in the specific sector or niche.
  • Sales process training: Teaches the steps and techniques for managing and advancing the sales cycle.
  • Sales skills training: Enhances the communication, persuasion, and relationship-building abilities of the salespeople.
Let’s build Your dream sales TEAM

Get a quote or find out the right pillars and modules for your team. Our experienced program advisors are happy to help.

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