Image of course English for Sales and Account Management

English for Sales and Account Management.

Avatar - Clara

In sales and account management, you do not get extra time to find the right words. You need language that works under pressure: credible, clear, persuasive, and diplomatically firm. This B2 course is built as a work rehearsal. Each lesson drops you into one realistic situation (a discovery call, an objection moment, a pricing discussion, a follow-up email, a QBR, an escalation) and coaches you to achieve a concrete commercial outcome. You will build a personal case file early on, so your practice stays close to your real product, buyer, and deal cycle. Then you will learn repeatable conversation moves: framing agendas, asking sharper questions, confirming success metrics, signposting your pitch, handling interruptions, and securing next steps. You will also practise sales-ready writing: outreach, recaps, chasing, and internal updates. Across the course you will strengthen listening resilience on fast calls and develop repair strategies that keep momentum. You finish with an end-to-end simulation that integrates the full journey from first message to renewal and expansion.

Course methodology:

Clara

You learn through realistic sales and account situations that mirror your day-to-day work. Each lesson focuses on one concrete scenario (call, meeting, email thread, internal update) and one clear outcome, such as setting an agenda, qualifying needs, reframing an objection, or confirming next steps. You start with a short situation brief, then work with a model dialogue or message, notice high-value phrases and simple patterns, and practise from guided drills into a short simulation. Tasks are consequence-driven: your choices affect the direction of the interaction, and you practise sounding warm, confident, tactful, and calmly firm when needed.

Course objectives:

  1. Carry out a short diagnostic needs analysis and create a practical case file (product, buyer, competitors, KPIs) to personalise your language and examples for the rest of the course.
  2. Open sales and account conversations with natural rapport-building small talk and a clear, confident agenda that sets expectations and gains agreement.
  3. Initiate prospect contact via LinkedIn message and email using concise, value-led wording that sounds human, relevant, and not pushy.
  4. Book meetings by communicating relevance, urgency, and clear next steps, including proposing times and confirming attendance.
  5. Lead a discovery conversation using layered questioning (open, probing, clarifying, and challenging) and keep control without dominating the call.
  6. Paraphrase and confirm client needs, constraints, stakeholders, and success metrics to reduce misunderstandings and commercial risk.
  7. Present a solution using a benefit-led structure (context, problem, value, proof, fit) and adjust detail to your audience in real time.
  8. Handle common objections (price, timing, competitor, internal priority, no budget, send information) with a calm structure that acknowledges, explores, reframes, and checks.
  9. Manage difficult questions and uncertainty (technical details, timelines, compliance) using credible language that protects trust while staying accurate.
  10. Negotiate commercial terms (pricing, scope, packages, payment terms) using clear numbers, conditions, and trade-offs to reach workable agreements.
  11. Push back politely on discounts and unrealistic requests, set boundaries, and re-centre the conversation on value and outcomes without sounding blunt.
  12. Write follow-up emails that recap decisions, confirm understanding, assign owners, and lock in next steps with dates and actions.
  13. Produce clear internal updates (CRM notes, Slack/Teams messages, handover notes) that summarise client context and support internal alignment.
  14. Lead an account review or QBR-style meeting with a structured story, clear data commentary, and commercially sensible recommendations.
  15. Complete a capstone end-to-end simulation that integrates outreach, discovery, proposal discussion, negotiation, escalation management, and renewal/expansion planning with a consistent professional tone.

What will you learn?

Table of contents
Lesson 1. Starting sales calls with rapport and a clear agenda
In this opening lesson, you step into a realistic first conversation with a new prospect on a video call. You are the salesperson or account lead, and your goal is to sound credible from the first minute: friendly, confident, and structured. You will begin with a quick diagnostic and build a simple case file you can reuse across the course (your product or service, typical buyer persona, main competitors, and success metrics). Then you rehearse how to open the call, handle a brief small-talk moment naturally, and frame a clear agenda that wins agreement. You will practise language that keeps the meeting moving without feeling pushy, and you will learn how to regain control politely if the other person goes off-topic or jumps ahead to price. By the end, you will complete a short simulated call opening where you set expectations and create a professional tone for the whole conversation.
Lesson 2. Writing LinkedIn outreach that books a first meeting
You are reaching out to a potential buyer on LinkedIn after seeing a relevant trigger (a hiring plan, a product launch, or a comment they posted). In this lesson, you practise writing a short, human message that gets a reply and moves towards a meeting. The focus is not on sounding clever. It is on sounding relevant, specific, and easy to say yes to. You will work with a realistic message thread and notice the wording that creates value without exaggeration: a clear reason for contacting them, one simple insight, and a low-pressure next step. You will also practise handling the classic response: Please send information. You will learn how to reply in a way that keeps the conversation alive and still aims for a short call. By the end, you will produce two outreach messages: one to a cold contact and one to a warmer lead, both tailored to your own case file.
Lesson 3. Running discovery questions to uncover real needs
In this lesson you are on a first discovery call with a mid-market client. The client is interested, but their explanation is messy and slightly contradictory, which is very common in real life. Your job is to ask better questions, guide the conversation, and uncover what matters commercially. You will practise a layered questioning style: starting broad, then probing for details, then clarifying assumptions and constraints. You will also work on asking challenging questions tactfully, so you can explore urgency, decision criteria, and internal politics without sounding aggressive. Listening is part of the task: you will identify soft signals such as hesitation, uncertainty, and vague language that usually hides a real objection. By the end, you will complete a short simulated discovery segment where you keep control, gather key information, and finish with a clear summary of what you have learned so far.
Lesson 4. Confirming needs and success metrics without misunderstanding
You have gathered a lot of information on a call, but now you need to make sure you and the client mean the same thing. In this lesson, you practise the language of confirmation, paraphrasing, and precise detail. The situation is a follow-up section of a discovery call where the client mentions KPIs, deadlines, and a few constraints that could affect delivery. You will work with examples of typical risk points: unclear ownership, vague timelines, and numbers that can easily be misheard. You will practise confirming currency, ranges, and dates, and you will learn how to sound confident while still checking carefully. You will also practise asking for definitions when a client uses internal terms or acronyms. By the end, you will deliver a clear spoken recap of needs and success metrics and ask for confirmation, so you leave the call aligned and ready to propose next steps with confidence.
Lesson 5. Presenting your solution in a benefit-led mini pitch
Now you are ready to present a solution. In this lesson, you are speaking to a prospect who asked for a quick overview and wants to know why your approach is different. The challenge is to sound structured and persuasive without using hype or long, technical explanations. You will practise a benefit-led mini pitch that connects the client’s pain points and success metrics to your key capabilities. You will work on signposting, pacing, and choosing the right level of detail for the audience in front of you. You will also practise handling a mid-pitch interruption such as We already have a supplier or Can you prove it works? so you can keep your message coherent. By the end, you will deliver a two-minute pitch that links features to outcomes, includes one credible proof point, and ends with a clear proposal for the next step (demo, workshop, or proposal review).
Lesson 6. Handling objections calmly and securing next steps
This lesson is a practical checkpoint where you bring your earlier skills together under pressure. The situation is the final ten minutes of a discovery or demo call, when objections appear and you still need to leave with a clear next step. Your client raises two common objections: the price feels high and the timing is not ideal. You must respond calmly, explore what is behind the objection, and keep the relationship positive. You will review and recycle key language from earlier lessons: opening and agenda framing, discovery-style follow-up questions, confirmation, and concise summarising. Then you will practise a simple objection sequence that sounds natural at B2: acknowledge, explore, respond or reframe, and check. You will also practise closing language that secures commitment without sounding aggressive. By the end, you will complete a short simulation where you handle objections, summarise the agreed points, and confirm the next step with a date, owner, and clear action.
Lesson 7. Negotiating price and scope with conditions and trade-offs
In this lesson you move from persuasion into negotiation. The scenario is a procurement-led call where you need to discuss price, scope, and commercial terms. The client asks for changes that affect your margin and delivery risk. Your goal is to stay collaborative while protecting your boundaries and reaching a workable agreement. You will practise using clear numbers, ranges, and conditions so you do not sound vague. You will also learn how to trade concessions rather than give them away: if we do X, would you be able to do Y? You will rehearse how to propose options (good, better, best) and how to confirm what is included and excluded in scope. By the end, you will complete a negotiation segment where you make an offer, respond to a counteroffer, and summarise the agreed terms clearly, including scope, price, timing, and the next step towards written confirmation.
Lesson 8. Pushing back on discount requests without damaging trust
Discount requests are rarely only about money. In this lesson, you are speaking with a long-term customer who wants a renewal discount and hints they may switch to a competitor. You need to protect the relationship, stay calm, and be diplomatically firm. The goal is to avoid two common traps: sounding defensive or giving in too quickly. You will practise language for pushing back politely, asking the right questions, and reframing the discussion towards outcomes, usage, and value delivered. You will work on tone control: sounding warm and collaborative while still setting clear boundaries. You will also rehearse what to do when the client uses pressure tactics such as we need an answer today or your competitor is cheaper. By the end, you will complete a realistic renewal conversation where you acknowledge the request, explore the reason, offer structured options, and secure a next step that keeps the deal moving without weakening your position.
Lesson 9. Writing follow-up emails that recap decisions and actions
Great calls still lose momentum if the follow-up is unclear. In this lesson, you are writing a post-meeting email after a discovery call or negotiation. The email must do more than sound polite. It must move the deal forward with clear decisions, actions, owners, and dates. You will work with a realistic email thread where the client is busy and replies slowly. You will practise a clean structure: a short opening, a crisp recap, confirmed assumptions, action items, and a clear ask. You will also practise writing a diplomatic chase message when there is no response, without sounding annoyed or desperate. By the end, you will produce two pieces of writing: a high-quality meeting recap email and a shorter follow-up that re-opens the thread and makes it easy for the recipient to respond. You will also create a reusable template you can copy for your next real call.
Lesson 10. Leading a QBR account review with data and recommendations
In this lesson you are the account manager leading a quarterly business review with an existing customer. You need to sound structured and commercially sharp: not just reporting activity, but helping the client make decisions. The meeting includes multiple stakeholders, and one senior person joins late and wants the headline quickly. You will practise agenda language for an account review, then work on telling a clear story with data: what changed, why it matters, and what you recommend next. You will also practise language for handling questions and small challenges such as These results are lower than expected or Why should we expand now? You will rehearse how to propose an action plan and get alignment on priorities. By the end, you will deliver a short QBR segment: you introduce the agenda, comment on a trend, give an insight, and propose a next-step plan that supports retention and growth in a professional, confident tone.
Lesson 11. Managing escalations and delivering bad news professionally
This lesson prepares you for one of the hardest real-world moments: when something goes wrong and the client is unhappy. You are the account manager on a call with a frustrated customer because a delivery timeline has slipped. They want answers, and they want accountability. Your goal is to de-escalate, protect trust, and agree a realistic recovery plan. You will practise acknowledging emotion without over-apologising, separating facts from assumptions, and asking targeted questions to clarify impact. You will also rehearse language for constraints and boundaries, so you can be honest without sounding uncaring. The lesson includes a realistic curveball: the client asks for a guarantee you cannot give. By the end, you will complete a short escalation call simulation where you explain what happened, outline what you are doing, propose options, and confirm next steps in writing. You will leave with phrases that help you stay calm and professional under pressure.
Lesson 12. Closing a renewal and expansion plan in a full simulation
This final lesson is your capstone work rehearsal. You will complete an end-to-end commercial simulation that brings the course together in one realistic account journey. You start with a short outreach message to re-engage a stakeholder, then move into a renewal and expansion conversation where the client raises concerns about price, value, and delivery risk. You also need to align internally, because legal and delivery have constraints that affect what you can promise. Across the simulation, you will use the full toolkit: rapport and agenda, discovery-style questioning, confirmation of success metrics, a concise value pitch, objection handling, negotiation with conditions, and a clear close with owners and dates. You will also produce a short written follow-up that documents the agreement and reduces misunderstandings. By the end, you will have a complete performance you can compare against the mini rubric: clear structure, appropriate tone, strong commercial logic, and confident next steps. You will also finish with a final review of your core reference phrases and patterns so they stay active for real work.
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