This course contains the use of artificial intelligence

40–60% of deals are lost to no decision (The JOLT Effect). Not to a competitor, and not on price.
The buyer agreed the problem was real, but nobody ever put a number on it that the CFO could sign off.

Most B2B sales conversations still run on features and price. The demo goes well, the champion is positive, and then the deal stalls in a budget review you never attend, or comes back from procurement with a request for 20% off. Every month that happens, you give away margin you have already earned and lose deals that should have closed, while the customer keeps paying for a problem they have never measured.

After this course you talk about the customer's money, not your product. You describe your product through the customer's revenue, cost and risk. Your discovery calls end with numbers the buyer said out loud, an owner and a date. You show what every month without a decision costs, build a business case with the buyer on their own numbers and give your champion one page to take to the CFO. You know what each person on the buying committee wants to win, you plan the deal from the date the customer sees value, and you answer "too expensive" with the business case instead of a discount. After the signature you show the customer the value they received in dollars and walk into the renewal with proof.

The course is built and taught by Mike:

• Founder and head of strategy of PapaHR Academy, where 170,000+ students have trained

• #1 HR instructor on Udemy, with 2,000,000+ students on Udemy

• 20 years of hands-on practice at Wargaming, Preply, iDeals, Starlightmedia and Alfa-Bank

• Years on the buyer's side of the table: at Starlightmedia he built business cases for the CEO, defended budgets with finance and negotiated discounts with vendors

The course follows one deal from first call to renewal. First you find the value and put it in money: value drivers, discovery questions that bring back numbers, the cost of inaction and a buyer business case with ROI, payback period and NPV. Then you sell that value to the people who decide: a value message for every seat of the buying committee, a mutual value plan built backward from the value date, and a price conversation where every concession is traded for something back. Finally you prove the value after the signature with an AE-to-CSM handoff, a value tracker and a QBR that leads to renewal and expansion.

Every lesson stands on its own. If you have a pricing call with procurement tomorrow, start with the price negotiation lesson and fill in your price defense sheet tonight. All calculations use round illustrative numbers that you replace with your own deal.

What's included:

• Lifetime access to all materials

• Active instructor support in Q&A

• Udemy Certificate of Completion

• A practical assignment in every lesson, done on your own deal or your own customer account

• An interactive tool for every lesson that runs in your browser: value driver tree, discovery question bank, cost of inaction calculator, buyer ROI model, buying committee value map, mutual value plan, price defense sheet and value realization tracker

• A section with additional courses, tools and resources

Procurement will ask for a discount on your next contract too, and the answer is either a number or a concession. The sellers who can show value in the customer's numbers keep their price and their margin, and they are the ones who get the strategic accounts. Every quarter you wait is another quarter of deals lost to no decision and discounts you did not have to give.

Enroll now and start your first lesson today.