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UK-based. Working with sales teams across Europe.
The Sales House
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Deal Control

Keep complex deals moving through multi-threading, purposeful stakeholder engagement and executive alignment.

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

Half day · 3.5 hours per half day

Group size

8–10 delegates

Format

Online or face to face

Price — Face to face

From £1,150

+ VAT

Price — Online

From £900

+ VAT

where understanding becomes useful —

Why this course matters

Deal control means understanding the commitments behind a decision, not trying to control the customer.

What you’ll explore in the Lab

Strong deal control means understanding how the buyer moves towards a decision and helping the right people stay aligned. This half-day workshop helps account executives build relationships across the buying group, engage executive sponsors and agree a clear path to progress.

Delegates map influence, priorities and gaps, strengthen Champions and connect the proposed solution to the outcomes senior stakeholders care about. Mutual action plans bring decision steps, owners and dependencies together so next actions are grounded in the buyer's process. The emphasis is collaborative deal progression, not pressure: making risks visible, resolving misalignment and maintaining momentum through meaningful commitments.

a real challenge. a purposeful response.

The challenges this addresses

  • Complex opportunities depending on one primary buyer contact
  • Next steps lacking buyer ownership or executive relevance
  • Executive sponsors disconnected from the proposed solution’s business outcomes
  • Mutual action plans missing decision dependencies and accountable owners

What this can change at work

Create momentum through shared commitments, not seller pressure. AEs learn to connect stakeholder relationships, executive priorities and mutual action plans into a clearer path through complex decisions. Managers can coach visible gaps in influence, ownership and dependencies rather than chase a date. For the business, that supports more transparent deal progression and a practical way to address misalignment before it becomes a barrier to agreement.

Influence gaps addressed

AEs map stakeholder influence and priorities, then agree specific relationship actions with their manager to reduce dependence on one contact.

Executive relevance made clear

Conversations with executive stakeholders connect the proposed solution to outcomes they care about, rather than relying on product detail alone.

Shared milestones with owners

Mutual action plans record decision steps, buyer and seller owners, and dependencies, giving deal reviews a concrete basis for discussing progress.

Explore. Practise. Perform.

Less theory. More application.

What participants will practise

Realistic sales scenarios, role-play and peer feedback around multi-threading across the buying group and stakeholder engagement and influence mapping. 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

Delegates bring an anonymised live opportunity and build a stakeholder map showing decision-makers, influencers, Champions and missing relationships. Breakouts test multi-threading approaches and executive-level value messages, followed by role-play to secure access and align priorities. Each seller then develops a buyer-aligned action plan with clear owners, milestones and dependencies. Peer and facilitator feedback help delegates leave with practical engagement actions and a plan to address the risks holding their deal back.

Make Deal Control relevant to your business

Tell us where you want to make progress with multi-threading across the buying group. 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.

  • Multi-threading across the buying group
  • Stakeholder engagement and influence mapping
  • Executive alignment around business outcomes
  • Developing Champions and securing senior access
  • Buyer-aligned mutual action plans and decision milestones
  • Identifying deal risks, dependencies and stalled commitments

What’s included in your booking

Your booked time and format
Half day · Live online or face to face, agreed before booking · 8–10 delegates.
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:

  • Map stakeholder influence and close relationship gaps
  • Build a purposeful multi-threading plan
  • Align executive stakeholders around relevant business outcomes
  • Agree a mutual action plan with clear ownership
  • Identify and address barriers to deal progress

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: Map stakeholder influence and close relationship gaps.

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 Deal Control 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

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.

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Outcomes — you'll be able to

  • Plan a sales week around high-impact activity and routines
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Included in every course

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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.

3 × 2.5-hour live online sessions (7.5 hours)Maximum 8 participants

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.

3 live sessions · 2.5 hours each

Outcomes — you'll be able to

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Included in every course

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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