The Science · Sales
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Powered by Imparta's 3D Sales Agility methodology
Deals are stalling
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Not enough pipeline
Renewals at risk
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3D Sales Agility
Foundation
Assess
Read the buying situation accurately. Map where the customer is in their nonlinear Buying Cycle and identify the key factors driving their decision.
3D Sales Agility
Foundation
Choose
Select the optimal sales strategy for the current situation. Understand which of the four approaches gives the highest probability of winning.
3D Sales Agility
Foundation
Execute
Balance Insight, Influence and Trust to create, differentiate, protect, capture and expand value at every stage of the Buying Cycle.
3D Sales Agility
Foundation
Mindset
Develop Responsibility, Resilience and Rigor — the three mindset qualities that research shows separate top performers from the rest.
Mastering Virtual Presence
Support
Mastering the Tools
Master the technical setup and tools for effective virtual meetings, from lighting and audio to screen sharing and collaboration platforms.
Mastering Virtual Presence
Support
The Virtual Mindset
Develop the specific mindset required for virtual selling — higher energy, deliberate engagement, and the discipline to prepare differently.
Mastering Virtual Presence
Support
The Science of Virtual Engagement
Understand the science behind attention, engagement and memory in virtual settings. Apply techniques to keep participants focused.
Mastering Virtual Presence
Support
The Psychology of Virtual Influence
Apply the principles of Insight, Influence and Trust in a virtual environment where building rapport and reading signals is harder.
Prospecting
Core
Define Target Profiles
Define the type of individual you would like to connect with using the five Ws of targeting (Who, Where, When, What and Why).
Prospecting
Core
Inbound
Build an effective presence where your targets spend time, online and in person. Create and share the right content to attract inbound interest.
Prospecting
Core
Outbound
Find individuals who meet your target profile. Connect using Insight, Influence and Trust to shape a compelling initial approach.
Prospecting
Core
Selling the Meeting
Sell the value of an in-depth discussion with a Centre of Receptivity. Make the perceived benefits of a conversation outweigh the costs.
Creating Client Value
Core
3D Advantage
Leverage Insight, Influence and Trust to add value and achieve desired outcomes at each stage of the Buying Cycle.
Creating Client Value
Core
3D Mindset
Develop Rigor, Resilience and Responsibility. Recognise and influence your own mindset and behaviour, including the use of pattern interrupts.
Creating Client Value
Core
Product/Market Knowledge
Build deep knowledge of your products, markets and competitors to fuel insight-led conversations with customers.
Creating Client Value
Core
Identifying Opportunities
Explore the customer's objectives, challenges and goals. Map your capabilities onto these objectives to identify potential opportunities.
Creating Client Value
Core
Account Entry
Take a strategic approach to account entry. Use social, digital and behavioural skills to find, connect with and engage Centres of Receptivity.
Creating Client Value
Core
Establishing Needs
Create explicit needs by validating objectives, uncovering barriers and root causes, and identifying which of your capabilities could address them.
Creating Client Value
Core
Building Momentum
Use Pain and Gain questions to shed light on the impact of not acting. Influence urgency through loss aversion and contrast bias.
Creating Client Value
Core
Proving Value
Create a compelling Value Proposal to quantify impact in the customer's own terms — Strategic, Tactical, Political and Individual value.
Creating Client Value
Core
Qualifying/Reframing
Qualify and prioritise opportunities based on attractiveness and achievability. Reframe the decision back to Need where appropriate.
Creating Client Value
Core
Creating a Pitch Strategy
Bring insight into decision criteria. Understand perceptions against each criterion relative to competitors. Develop strategies to improve both.
Creating Client Value
Core
Perfect Pitch
Combine deep insights with behavioural science and your pitch strategy, together with brilliant execution, to deliver the perfect pitch.
Creating Client Value
Core
Managing Stakeholders
Map key stakeholders in terms of influence and alignment. Develop strategies to improve political support for your solution.
Creating Client Value
Core
Alleviating Risk
Anticipate, uncover and alleviate risks at four levels: Strategic, Tactical, Political, and Individual.
Design Thinking for Sales
Advanced
Design Thinking for Sales
Use the iDEATE process to identify problems, define them, explore solutions, agree and test them, and execute and evaluate.
Design Thinking for Sales
Advanced
3D Advantage
Design Thinking for Sales
Advanced
3D Mindset
Design Thinking for Sales
Advanced
Identify Problems
Explore the customer's unmet objectives and empathise with key stakeholders to uncover their human needs.
Design Thinking for Sales
Advanced
Define the Problem
Define and redefine problems clearly using problem statements, 'how might we' questions, and root cause analysis.
Design Thinking for Sales
Advanced
Explore Solutions
Use insight and creativity to explore possible solutions, uncovering options with different levels of risk and reward.
Design Thinking for Sales
Advanced
Agree the Solution
Understand how customers assess costs and benefits. Use the cost/benefit grid to help them agree the right solution.
Design Thinking for Sales
Advanced
Test and Prototype
Select the most appropriate prototyping approach to provide a low-cost, low-risk and rapid way to iterate on solutions.
Design Thinking for Sales
Advanced
Execute and Evaluate
Design implementation and adoption plans that minimise Time to First Value and create 'wow' moments for the customer.
Negotiating Client Value
Core
WIN-win Negotiation
Understand the Zone of Potential Agreement. Combine principled (insight-based) and positional (influence-based) negotiation approaches.
Negotiating Client Value
Core
3D Advantage in Negotiation
Apply Insight, Influence and Trust specifically in negotiation contexts to create and protect value.
Negotiating Client Value
Core
3D Mindset in Negotiation
Develop the mindset for effective negotiation — managing emotions, maintaining composure, and staying focused on outcomes.
Negotiating Client Value
Core
Identifying and Improving Your BATNA
Identify and improve your Best Alternative to a Negotiated Agreement in both perception and reality.
Negotiating Client Value
Core
Profiling Your Counterparts
Identify your negotiation counterparts, know your own style, and profile theirs to adapt your approach effectively.
Negotiating Client Value
Core
Anchoring & Framing
Influence perceptions through positive and negative framing, selective use of the decoy effect, and anchoring techniques.
Negotiating Client Value
Core
Uncovering Interests
Understand each party's interests to make value-creating trade-offs. Generate a wide range of possible Gives and Gets.
Negotiating Client Value
Core
Trading Gives and Gets
Create value by proactively suggesting trades. Respond to customer demands using a robust and scientific approach.
Negotiating Client Value
Core
Managing Stakeholders
Negotiating Client Value
Core
Defending Value
Defend against tricks used by aggressive or well-trained negotiators, maintaining composure and focusing on mutual value.
Customer Success/Renewals
Core
The Customer Success Imperative
Understand the critical importance of Customer Success in a recurring revenue business and how it interacts with sales.
Customer Success/Renewals
Core
3D Advantage in Customer Success
Apply Insight, Influence and Trust to drive customer outcomes, adoption, and long-term value.
Customer Success/Renewals
Core
3D Mindset in Customer Success
Develop the proactive, resilient mindset needed to manage complex customer relationships and drive results.
Customer Success/Renewals
Core
Onboarding
Onboard yourself quickly with critical handover information. Run effective customer onboarding to set expectations and build early trust.
Customer Success/Renewals
Core
Implementation & Launch
Support implementation to minimise Time to Value. Work towards 'wow' moments and create best practice launch processes.
Customer Success/Renewals
Core
Being a Trusted Partner
Build trust by demonstrating credibility, reliability, business intimacy and customer-centricity as a CS professional.
Customer Success/Renewals
Core
Driving Adoption
Collect insights into adoption progress and barriers. Diagnose issues with Skill, Will, and Circumstances frameworks.
Customer Success/Renewals
Core
Solving Problems
Work through the iDEAL problem-solving process — identify, diagnose, explore, agree and learn.
Customer Success/Renewals
Core
Optimising Customer Health
Create and maintain a health scorecard covering customer results and experience. Identify risks and opportunities proactively.
Customer Success/Renewals
Core
Handling Difficult Conversations
Manage difficult conversations by recognising justice types, reducing tension, adapting your approach, and rebuilding trust.
Customer Success/Renewals
Core
Building Advocacy
Measure and interpret Net Promoter Score. Identify and manage Advocates, Reluctant Supporters, Time Bombs and Active Detractors.
Customer Success/Renewals
Core
Securing Renewal
Anticipate renewals well in advance. Recognise the four ways renewals can be lost and build strategies to protect them.
Account Management
Core
Unlocking Account Potential
Understand what an account strategy is and how it maps onto the Plan/Do/Review cycle to drive world-class Account Management.
Account Management
Core
3D Advantage
Account Management
Core
3D Mindset
Account Management
Core
Mapping the Account
Create a living strategic map of the account, mapping out Buying Centres to understand the business and where you compete.
Account Management
Core
How: Partnership
Assess the overall level of partnership within the account based on investment by both sides. Develop strategies to strengthen it.
Account Management
Core
How: Performance
Understand how customers assess your company's performance, including key elements of customer health.
Account Management
Core
How: Profitability
Estimate a P&L for a specific account. Understand the most common problems that erode account profitability.
Account Management
Core
How: People
Map relationships between your account team and key customer stakeholders. Identify opportunities and gaps.
Account Management
Core
How: Politics
Map key customer stakeholders in terms of influence and alignment. Develop strategies to improve political support.
Account Management
Core
Where: Pressures
Research external and internal pressures affecting the account. Project how these will impact needs and buying behaviour.
Account Management
Core
Where: Potential
Explore the customer's objectives including those they haven't yet identified. Map capabilities onto account-level opportunities.
Account Management
Core
When: Priorities and Timing
Prioritise account-level objectives and actions based on impact and achievability. Create options for different time horizons.
Account Management
Core
Build Trust
Build trust by demonstrating credibility, reliability, business intimacy and customer-centricity across the account.
Account Management
Core
Influence Delivery Against the Plan
Balance Push and Pull approaches to influencing an account team you may not have direct authority over.
Account Management
Core
Bring Insight to Forecasting
Generate accurate revenue forecasts based on objective tests for different probability levels.
Account Management
Core
Review Progress and Adjust
Schedule regular reviews and smaller interventions to improve account performance and adjust strategy.
Core Selling Skills
Core
Why and How Customers Buy
Understand why customers decide to buy (the Value Equation) and how they buy (the Buying Cycle).
Core Selling Skills
Core
The 3D Advantage
Leverage Insight, Influence and Trust to add value and achieve desired outcomes at each stage of the Buying Cycle.
Core Selling Skills
Core
The 3D Mindset
Develop Rigor, Resilience and Responsibility for a successful sales mindset, including the use of pattern interrupts.
Core Selling Skills
Core
Engage Me: Inbound
Establish genuine connections with inbound prospects, reducing tension, building trust, and setting the scene for effective conversations.
Core Selling Skills
Core
Engage Me: Outbound
Leverage social media techniques to connect effectively with potential customers. Use I/I/T to shape compelling approaches.
Core Selling Skills
Core
Understand Me
Use a wide range of question types to uncover the customer's story, their needs and their selection criteria.
Core Selling Skills
Core
Guide Me
Guide and influence customers through each stage of the Buying Cycle up to Commit. Lead them towards an appropriate outcome.
Core Selling Skills
Core
Make it Easy for Me
Make the buying process as simple as possible. Take proactive steps to remove friction and build confidence in the decision.
Core Selling Skills
Core
Time & Territory Management
Maximise effective selling time by identifying and reducing non-sales activities. Focus energy on the highest-value opportunities.
Core Selling Skills
Core
Communication Styles
Understand different communication styles, know yours, and learn to adapt your approach to your customer's preferences.
Commercial Acumen
Advanced
Why Commercial Acumen?
Understand the importance of financial fluency in helping customers see value, selling against competition, and protecting margin.
Commercial Acumen
Advanced
The 3 Financial Statements
Understand the P&L, Balance Sheet and Cash Flow Statement as they apply to companies and individual accounts.
Commercial Acumen
Advanced
Being a Financial Detective
Develop confidence around financial issues. Analyse customers and accounts using a range of financial techniques.
Commercial Acumen
Advanced
How Customers Make Financial Decisions
Identify the impact of your products on the customer's business model. Understand how they evaluate financial trade-offs.
Commercial Acumen
Advanced
Set Prices
Set prices based on cost, competitor and customer factors. Understand the price waterfall and use a range of pricing strategies.
Commercial Acumen
Advanced
Manage Price/Volume Trade-offs
Understand the Demand Curve and optimise the price/volume trade-off using tiered products and services.
Commercial Acumen
Advanced
Negotiate Prices
Create win-win trade-offs between negotiation interests, especially those based on financial objectives.
Commercial Acumen
Advanced
Manage Product/Service Mix
Understand the impact of mix on profitability, and how substitutes, upselling and cross selling can affect outcomes.
Commercial Acumen
Advanced
Manage Costs
Identify issues causing costs to be too high, and draw on common solutions to reduce direct and indirect costs.
Commercial Acumen
Advanced
Manage Cash
Understand how working capital ties up cash and its impact. Manage the drivers of cash flow within your accounts.
Business Acumen
Advanced
Selling to the C-Suite
Recognise the preparation, knowledge and skills required when engaging with and influencing executives at the highest level.
Business Acumen
Advanced
3D Advantage
Business Acumen
Advanced
3D Mindset
Business Acumen
Advanced
Preparing for the C-Suite
Prepare thoroughly before approaching a CxO using rigorous research to understand their business, market and personal drivers.
Business Acumen
Advanced
Understanding the C-Suite's World
Understand the worlds of the most relevant C-Suite members for your products and services — their priorities and pressures.
Business Acumen
Advanced
Connecting with the C-Suite
Connect effectively with C-Suite executives through warm referrals, existing relationships and targeted insight-led approaches.
Business Acumen
Advanced
Engaging the C-Suite
Match a CxO's communication style, projecting confidence and authenticity while engaging at their level.
Business Acumen
Advanced
Influencing CxO Decisions
Understand the CxO's decision style and map their involvement in the Buying Cycle. Tailor your influence strategy accordingly.
Business Acumen
Advanced
Building Long-Term Trust at the C-Suite
Become a Trusted Advisor to any member of the C-Suite through credibility, reliability, intimacy and customer-centricity.
Business Acumen
Advanced
Working Across Cultures at the C-Suite
Understand national and regional cultures when dealing with CxOs. Go beyond surface aspects with deeper cultural frameworks.
Deal Coaching
Support
Deal Coaching
High-impact interventions with expert facilitators. Immediate impact on win rate, deal size and pipeline velocity.
Cracking the Channel Code
Advanced
Cracking the Channel Code
See the world through your partners' eyes so you can align your offer and engagement to how partners create value.
Cracking the Channel Code
Advanced
How Channels Make Money
Understand a typical channel partner business model and how that affects the way they think about buying decisions.
Cracking the Channel Code
Advanced
How We Segment Channels
Learn effective approaches to channel segmentation that go beyond size to understand partner capability and commitment.
Cracking the Channel Code
Advanced
How Channel Finance Drives Decisions
Understand how channel financial models drive partner decisions about which vendors and products to prioritise.
Cracking the Channel Code
Advanced
How Channel Pressures Create Opportunity
Identify the pressures facing channel partners and position your offer as a solution to their business challenges.
Insight-Based Messaging & Storytelling
Core
The Power of Storytelling
Understand why stories are the most powerful tool for communicating insight and creating emotional connection with buyers.
Insight-Based Messaging & Storytelling
Core
The Goal of the Story
Define the specific outcome you want your story to achieve — from creating urgency to building trust to differentiating.
Insight-Based Messaging & Storytelling
Core
Mining for Insight
Identify and develop the insights that will form the foundation of your story. Connect research to customer-specific relevance.
Insight-Based Messaging & Storytelling
Core
Structuring the Story
Use proven narrative structures to organise your insight into a compelling story arc that guides the listener to your conclusion.
Insight-Based Messaging & Storytelling
Core
Crafting the Story
Refine language, add sensory detail, and create positive peaks that make your story memorable and emotionally resonant.
Insight-Based Messaging & Storytelling
Core
Tailoring & Testing the Story
Adapt your story for different audiences, contexts and channels. Test and iterate to maximise impact.
Insight-Based Messaging & Storytelling
Core
Delivering the Story
Master the verbal and non-verbal delivery techniques that bring stories to life — pacing, pausing, eye contact and energy.