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The Sales House

Flagship programme

AE Online Lab Pt 2:
Advance, Negotiate & Close

Three live online labs to deliver proposals that win, protect your value in negotiation and close with confidence — without high-pressure tactics.

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

Duration

3 × 2.5-hour live online sessions (7.5 hours)

Group size

Maximum 8 participants

Format

Live online

Price — Online

From £3,300 per group

+ VAT

where understanding becomes useful —

Why this course matters

Late-stage selling is where value is tested — in the proposal, the negotiation and the moment a customer decides.

What you’ll explore in the Lab

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.

Flagship programme

Your 3 live sessions

Strengthen the commercial skills needed to present compelling solutions, negotiate effectively and secure customer commitment.

2.5 hours per session · 7.5 hours in total · Maximum 8 participants

Less listening. More doing. Real conversations, practical challenges and skills that make a difference when it matters.

Enquire About This Programme Compare Part 1, Part 2 & the complete programme

a real challenge. a purposeful response.

The challenges this addresses

  • Proposals that describe the product rather than the customer's priorities
  • Discounts offered early under pricing pressure, eroding margin
  • Final stakeholders and approvals surfacing just before the expected close
  • Closing conversations that feel pushy — or are avoided altogether

What this can change at work

Strengthen the commercial skills that matter most when an opportunity is close to a decision. AEs build proposals around the customer's challenges, prepare negotiations with clear concessions and walk-away points, and recognise when a customer is ready to commit. Managers can coach late-stage deals against a shared approach. The business protects value by replacing reflexive discounting with planned, mutually beneficial agreements and closing conversations that respect the customer's decision process.

Proposals built on customer outcomes

Proposals open with the customer's challenges and agreed outcomes before describing the recommended solution.

Negotiations planned in advance

AEs agree tradeable concessions, limits and value arguments before pricing conversations begin.

Closing aligned to the buying process

Final steps map to the customer's approvals and stakeholders, so commitment is sought at the right moment.

Explore. Practise. Perform.

Less theory. More application.

What participants will practise

Live practice in every session, built around Delivering Proposals That Win, Negotiation – Protect Your Value, Closing with Confidence. Participants apply an agreed action between sessions and bring what happened back to the group.

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

Spaced sessions, between-session application and reflection are built into the series. Manager briefings and follow-up coaching can be added and are agreed in your proposal.

How we make learning stick

Inside the workshop

Delivered live online for a maximum of 8 participants, with sessions spaced so learning can be applied between each one. This is not a passive webinar: every session is live, interactive and facilitator-led, combining short input with breakout exercises, peer-to-peer learning, role-play on real-world sales challenges and personalised coaching. Participants leave each session with tangible tools, frameworks and actions they can apply immediately. Spacing, buyer scenarios and examples are agreed around your sales process before delivery.

Make AE Online Lab Pt 2: Advance, Negotiate & Close relevant to your business

Tell us where you want to make progress with delivering proposals that win: structure, value and commercial impact. We can discuss suitable workplace examples, priorities and access needs before agreeing the scope. This course is delivered live online for people in the UK and Europe, with timings agreed around participants.

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.

  • Delivering Proposals That Win: structure, value and commercial impact
  • Negotiation: protect your value under pricing pressure
  • Closing with Confidence: buying signals and gaining commitment
  • Navigating final stakeholders, approvals and commercial obstacles

What’s included in your booking

Your booked time and format
3 × 2.5-hour live online sessions (7.5 hours) · Live online · Maximum 8 participants.
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:

  • Structure a customer-focused proposal with a differentiated value proposition
  • Plan a negotiation with clear trade-offs and protected margins
  • Handle discount requests and pricing pressure confidently
  • Recognise buying signals and gain commitment without high-pressure tactics

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: Structure a customer-focused proposal with a differentiated value proposition.

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 Online Lab Pt 2: Advance, Negotiate & Close 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

More from Account Executives Lab

Flagship programme

AE Online Lab Pt 1:
Win More. Sell Smarter.

Five live online labs that sharpen how account executives plan their week, lead discovery, qualify with MEDDPICC, handle objections and keep deals moving.

5 × 2.5-hour live online sessions (12.5 hours)Maximum 8 participants

Course synopsis

Strong opportunities are built week by week — in the questions you ask, the evidence you gather and the next step you secure. AE Online Lab Part 1 equips account executives with the skills, confidence and commercial discipline to create stronger opportunities, improve deal qualification and win more business. Across five live online sessions, AEs take control of their sales week, move discovery beyond the surface, apply MEDDPICC with confidence, explore objections without becoming defensive and drive clear next steps. Each session is a small-group working lab with breakouts, role-play and personal coaching. Between sessions, AEs apply an agreed action and bring their experience back to the group.

5 live sessions · 2.5 hours each

Outcomes — you'll be able to

  • Plan a sales week around high-impact activity and routines
  • Lead discovery that uncovers and quantifies business pain
  • Use MEDDPICC to identify qualification gaps, deal risks and missing stakeholders
  • Respond to objections on pricing, timing, competitors and value
  • Secure clear next steps and mutual commitments

Included in every course

  • Interactive, facilitator-led learning
  • Group discussions
  • Breakout exercises
  • Take-away materials

Live online

From £4,450 per group+ VAT

Course details
Most booked

AE Lab

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

2 days · 9:30am–5pm each day8–10 delegates

Course synopsis

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

Key focus areas

  • 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

Outcomes — you'll be able to

  • 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

Included in every course

  • Interactive, facilitator-led learning
  • Group discussions
  • Breakout exercises
  • Take-away materials

Face to face

Price on request+ VAT

Online: Price on request + VAT

Course details

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