Program Overview

Business-to-business relationships are the lifeblood of successful salespeople. It’s the environment in which salespeople truly connect with their customers. Those connections are often what result in long-term partnerships. Repeat business, upselling and cross-selling opportunities abound when you invest time in understanding and nurturing your clients.

B2B Relational Selling is an online course designed to transform your sales approach, enhance your skills, establish trust and build lasting connections. Clients will not just believe in your products; they’ll believe in you as a reliable and knowledgeable partner.

And here’s the bonus – you’ll walk away with tangible resources ready to apply immediately. It’s not just about learning; it’s about doing.

Value is the currency that counts. B2B Relational Selling enhances your ability to articulate the value of your product or service and how it helps your client accomplish their goals. Learning to co-create value instead of just selling it positions you as an indispensable asset.

Ready to define your approach, elevate your skills and become the partner your clients can’t imagine doing business without? B2B Relational Selling is where that journey begins.

Key Benefits

During this online course, you will:

• Apply practical insights to your role and business
• Cultivate a customer-centric mindset
• Master the sales process
• Leave with an immediate call plan blueprint
• Learn current sales best practices
• Enhance your ability to plan and articulate value
• Anticipate and overcome customer objections
• Identify and cultivate opportunities for mutual growth

Program Content

• Aligning sales with broader marketing objectives
• Prospecting and customer understanding
• Opening calls and skillful discovery
• Communicating value and overcoming resistance
• Gaining commitment, ensuring satisfaction and mastering follow-up

Program Agenda

*Please note that Indiana is on Eastern Standard Time (EST) during this conference.
*A printable pdf of the agenda is available for download here.

Tuesday, November 9

7:30 a.m. EST
Program Registration
Krannert Room 758

8:00 a.m.
Program Overview and Introductions
Betty Jones-Bliss

Aligning Strategy and Talent

Determining Talent Capabilities
Dr. Allan Gray

12:00 p.m. 
Lunch

1:00 p.m.
Determining Talent Capabilities (cont.)
Dr. Allan Gray

3:30 p.m.
Scanning for, Identifying, and Hiring the Right Talent
Industry Guest Panel

5:30 p.m.
Student Interviews and Networking Reception Bruno’s Pizza

Wednesday, November 10

7:30 a.m.
Classroom Opens

8:00 a.m.
Employee Engagement
Dr. Allan Gray

10:00 a.m.
Foundations of Leadership

Situational Leadership
Dr. Keith Halperin

12:00 p.m.
Lunch

1:00 p.m.
Performance Management: Execution and Accountability
Dr. Scott Downey

5:00 p.m.
Adjourn

5:30 p.m.
Class Dinner
Nine Irish Brothers

Thursday, November 11

7:30 a.m.
Classroom Opens

8:00 a.m.
Best Practices for Developing, Leading, and Coaching Talent (Part 1)
Dr. Keith Halperin

12:00 p.m.
Lunch

12:45 p.m.
Best Practices for Developing, Leading, and Coaching Talent (Part 2)
Dr. Keith Halperin

Closing Exercise

3:00 p.m.
Adjourn

*Agenda subject to change

Travel and Information

NONE-This Program takes place online

Program Cancellation Policy

If a participant is unable to attend a Purdue University Center for Food and Agricultural Business program, the participant may choose to: 1) transfer their registration fee to another participant within the same company, or 2) choose to receive a credit for the same program or another program that takes place within the 12 months following the originally booked event. However, a request to use a credit must be received no less than 30 days prior to the program start date, otherwise, the credit will not be valid. No refunds will be issued regardless of cancellation date.

The Center for Food and Agricultural Business reserves the right to cancel a program due to low enrollment or other circumstances which would make the program non-viable. If a program is cancelled, registrants will be offered a full refund. Should circumstances arise that result in the postponement of a program, the Center for Food and Agricultural Business has the right to either issue a full refund or transfer registration to the same program on the new future date. The Center for Food and Agricultural Business will not be responsible for reimbursement of any participant expenses related to the cancellation or postponement of an event.