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AE Lab

From research and outreach to discovery, demos, proposals, negotiation and closing — practise the complete new-business sales journey.

You own the number, but not every part of the buying decision. Research competes with meetings, discovery can stay on the surface, and a promising demo can still end in silence. We understand the pressure to create pipeline, earn trust and keep a complex opportunity moving without pushing the buyer. The AE Lab gives you space to sharpen the conversations and judgement behind the result.

Enquire About This Lab Explore the course
Two sellers role-playing a customer conversation while a colleague observes
The Sales House
Explore. Practise. Perform.

Duration

2 days · 9:30am–5pm each day

Group size

8–10 delegates

Format

Online or face to face

Price — Face to face

Price on request

+ VAT · Format options below

Price — Online

Price on request

+ VAT · Format options below

where understanding becomes useful —

Why this course matters

Owning the deal means connecting every conversation to the buyer's reason to decide.

What you’ll explore in the Lab

A practical two-day lab for account executives who own the new-business sale. Day one connects the complete journey: research the right accounts, prospect with purpose, write relevant outreach, lead discovery, demonstrate value and build a proposal that reflects the buyer’s priorities.

Practise handling concerns, negotiating within clear boundaries and agreeing a credible close. Day two deepens discovery and demo practice, stakeholder mapping, qualification, business-case development and competitive positioning, ending with a coached opportunity clinic. Bring an anonymised opportunity and leave with a researched account approach, conversation structure and buyer-aligned next actions.

a real challenge. a purposeful response.

The challenges this addresses

  • Sales stages treated as separate and disconnected selling activities
  • Good meetings failing to become a coherent buying journey
  • Discovery findings lost between AE demos and proposal recommendations
  • Stakeholder gaps left unresolved before negotiation and closing conversations

What this can change at work

Bring the full new-business sale into focus. AEs connect account research, discovery, demos, proposals and negotiation around the buyer’s reason to decide, rather than simply completing the next sales activity. Managers can coach the links between qualification, stakeholder engagement and next actions. The business gains a more coherent approach to opportunity development, with buyer priorities shaping both the value case and the path towards agreement.

Discovery shapes demonstrations

AEs use the buyer’s stated priorities to select what they demonstrate and explain why each element matters to the opportunity.

Connected opportunity reviews

Managers and AEs review qualification, stakeholder gaps and proposed next actions together, rather than discussing each sales stage in isolation.

Buyer-aligned action plans

Opportunity plans connect proposals, negotiation boundaries and next steps to the buyer’s priorities and the people involved in deciding.

Explore. Practise. Perform.

Less theory. More application.

What participants will practise

Realistic sales scenarios, role-play and peer feedback around account research, ideal customer fit and prospect prioritisation and prospecting, personalised outreach and first conversations. Where helpful, participants work on their own live (or anonymised) opportunities.

What they’ll take away

Take-away materials with the questions, frameworks and techniques covered, plus a short personal action plan for the next customer conversations where the skill matters.

How we help it stick

Reflection and action planning are built into the session. Reinforcement such as manager guides, follow-up labs or coaching depends on the programme you choose and is agreed with you.

How we make learning stick

Inside the workshop

Delivered live online or face to face for 8–10 delegates. Day one combines short input with paired outreach, discovery and negotiation exercises using a connected sales scenario. The second day gives more time to rehearse demos and multi-stakeholder conversations, challenge deal assumptions and develop mutual action plans. Facilitator and peer feedback help each AE refine their approach. Timings, examples and the level of complexity are agreed around your sales process.

explore it. practise it. take it with you. —

Your AE Lab agenda

This sample schedule is adapted around your team, with breaks agreed before delivery.

Day 1 — From first approach to agreed next steps

Explore the full new-business sales journey.

  1. Morning

    Research, outreach and discovery

    Prioritise an account, draft personalised outreach and practise purposeful discovery.

  2. Afternoon

    Demo, proposal, negotiation and close

    Connect the demo and proposal to buyer needs, handle concerns and rehearse negotiation and closing.

Day 2 — More depth. More practice.

Build on day one with more complex opportunities and individual feedback.

  1. Morning

    Discovery, demos and stakeholder influence

    Rehearse deeper discovery and a tailored demo; map stakeholders, decision criteria and the business case.

  2. Afternoon

    Deal clinic and mutual action planning

    Test competitive positioning, qualification gaps and negotiation trade-offs. Build an evidence-led action plan for a live opportunity.

Make AE Lab relevant to your business

Tell us where you want to make progress with account research, ideal customer fit and prospect prioritisation. We can discuss suitable workplace examples, priorities and access needs before agreeing the scope. Choose live online or face-to-face training for your UK or European team, with delivery arrangements agreed before booking.

Discuss a customised version

What the training covers

The scope below sets out the subjects covered. Workplace examples and practice are shaped around your team within the booked format.

  • Account research, ideal customer fit and prospect prioritisation
  • Prospecting, personalised outreach and first conversations
  • Discovery: priorities, impact, qualification and decision steps
  • Relevant demos and value-led proposals
  • Objection handling, negotiation and closing
  • Day 2: deeper discovery and tailored demo practice
  • Day 2: stakeholder mapping, business cases and competitive positioning
  • Day 2: mutual action plans, deal risks and opportunity clinics

What’s included in your booking

Your booked time and format
2 days · Live online or face to face, agreed before booking · 8–10 delegates. Choose one of the formats shown in the booking options; alternative formats are not additional included sessions.
Included in every course
  • Interactive, facilitator-led learningLive, hands-on sessions built around practice and participation.
  • Group discussionsShared conversations about real situations, so people learn from each other as well as the facilitator.
  • Breakout exercisesSmall-group practice, role-play and problem-solving, online or in the room.
  • Take-away materialsCourse materials, tools and templates to use back at work.
Facilitated learning and practical application
The subject coverage, exercises and facilitator feedback described above, with space to connect the learning to relevant workplace situations. The workshop description sets out the specific plans, prompts or tools developed in this course.

Follow-up coaching, refresher sessions and additional delivery days are not automatic inclusions; any additions are agreed in your proposal. Travel, venue arrangements and any software licences are confirmed separately where relevant. Prices exclude VAT.

Outcomes

The capabilities delegates work towards through the training and practice:

  • Research an account and prepare relevant outreach
  • Lead discovery and connect buyer priorities to a useful demo
  • Build a proposal with clear value and next steps
  • Prepare negotiation boundaries and agree a buyer-aligned close
  • On day 2, strengthen qualification and stakeholder engagement
  • On day 2, develop a mutual action plan from a coached opportunity review

the next conversation is where it counts —

Take it back to work.

Choose a real situation where you want to apply the learning. Use it to turn an outcome into a manageable first step, then reflect on what changes.

Choose

Start with one priority: Research an account and prepare relevant outreach.

Apply

Try the approach in a relevant task or conversation. Note what felt useful and what you would adapt.

Review

Reflect on what happened, seek feedback where appropriate and choose your next step. Follow-up support can be discussed separately.

Bring this topic to your next event

We can discuss adapting AE Lab into a keynote or large-group session, focusing on the themes most relevant to your audience. Depth, activities, timings and any follow-up depend on the format and package you choose; an event session is not a substitute for the full course.

Explore Speaking & Events

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Course synopsis

Late-stage selling is where value is tested — in the proposal, the negotiation and the moment a customer decides. AE Online Lab Part 2 strengthens the commercial skills account executives need to present compelling solutions, negotiate effectively and secure customer commitment. Across three live online sessions, AEs structure customer-focused proposals, plan negotiations around trade-offs rather than discounts, and build closing strategies aligned with how the customer actually decides. Practice uses real-world deal scenarios, role-play and personal coaching, so every participant leaves with a plan for a live opportunity.

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Outcomes — you'll be able to

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your sales team. your priorities. your programme. —

Build your own sales programme.

Combine courses, focus on your skills gaps and shape the learning around your sales cycle. Standard workshops run with 8–10 delegates; BDR and MEDDPICC sessions have a maximum of eight; Sales Leadership workshops run with 6–8. Smaller bespoke cohorts can be discussed, with pricing agreed for your programme.

Your people. Your priorities.Ready to sell better? Build your programme.A programme shaped around your people — and the progress you want to make.

Where better selling begins.

Your team doesn’t need more slides. They need skills that stick.

Know you need help? Book a relaxed, no-obligation 30-minute call. We’ll talk through your team and challenge, and you’ll leave with an honest view of the options — no brief or programme needed.

Book a Discovery Call Enquire about this course