01
Understand the buyers
A buying center map and an alignment sheet show who is involved and what each person cares about.
Camderson Academy · CA-MS-009
Win business customers and grow accounts that last.
A practical, self-paced course for every role and team that serves business customers. Map the buying group, find the right accounts, ask good questions, handle concerns, prepare terms, onboard well and grow the relationship.
About 6 hours · 9 lessons · Intermediate · Practical tools for every stage of an account · Self-paced · Tools you keep
Clear, friendly steps from first call to renewal.
02
Have the conversations
A fit checklist, a question planner, a concern card and a negotiation sheet make each conversation calmer and more productive.
03
Grow the account
An onboarding plan, an account plan and a renewal plan keep every relationship growing.
Learning outcomes
What you will be able to do
5 practical outcomes, each practiced in an exercise and checked in the final assessment or the capstone.
- Describe who takes part when a business buys, and map them.
- Build agreement in a buying group and find the right accounts.
- Plan conversations, present value and handle concerns, including price, with care.
- Prepare for a negotiation and look beyond price to terms that matter.
- Onboard, plan, review, renew and grow an account, and prepare one account plan.
Your toolkit
Simple tools for every stage
Buying Center Map
Users · Influencers · Buyers · Deciders · Gatekeepers
See who takes part in a purchase.
Buying Group Alignment Sheet
Roles · Cares · Goal · Differences · Step
Find a shared goal for the group.
Account Fit Checklist
Need · Decision · Service · Timing · Research
Choose accounts that fit both sides.
Discovery Question Planner
Research · Questions · People · Listen · Next step
Prepare a first conversation.
Concern Response Card
Concern · Restate · Ask · Learn · Check
Respond to concerns calmly.
Negotiation Prep Sheet
Alternatives · Lowest deal · Theirs · Trades · Review
Prepare before talking terms.
Onboarding Plan
Handover · Welcome · First delivery · Day thirty · Teams
Give a new account a warm start.
Account Plan and Review Agenda
Goals · People · Chances · Risks · Next steps
Keep a relationship moving forward.
Renewal and Growth Plan
Date · Results · Changes · Growth · Thanks
Plan renewals and respectful growth.
Understand. Ask. Agree. Grow.
Curriculum
Inside the course
3 modules, 9 lessons with worked examples
01
Understand How Businesses Buy
See who takes part in a purchase, help a group find agreement and choose the right accounts.
02
Win the Account
Plan the first conversation, present value, handle concerns and prepare for terms.
03
Grow the Account
Onboard well, plan and review the account, then renew, expand and keep customers.
What is included
Skills, tools and templates you keep and use in your work
- 9 lessons, each with a written lesson, worked examples and figures, at your own pace
- A short stand-alone example in every lesson, drawn from many kinds of workplaces
- A fillable Workbook with Try it and Reflect pages for every lesson
- Account Templates (Word) for every teaching tool
- A practice tracker with live formulas, a solutions version and a reusable template
- Quick Reference Cards and the Practice Examples
- An optional visual companion PDF with every lesson figure
- Knowledge checks for every module and a 20-question final assessment
- A capstone you can build for your own team or from practice scenarios, with a rubric you use to check your own work
- Access to the Camderson Academy community
- A Camderson Academy Certificate of Completion when you pass the final assessment and the capstone
Is this course right for you?
This course is for you if
- You want a clear, friendly way to win and keep business customers
- You work on a team that serves business customers, or lead one
- You want practical tools you can use in your next customer conversation
It is not the right fit if
- You need legal advice about a specific contract
- You expect a fixed sales result from a course
- You are looking for a sales license
Your instructor
Meet your instructor
Taught by Camderson Advisory
A consulting firm for practical workplace skills
Your instructor is Camderson Advisory, a consulting firm that helps organizations build practical skills for the people who do the work. In this course, your instructor helps you win and grow business accounts, one clear step at a time.
About
About Camderson Academy
Camderson Academy is the education division of Camderson Advisory Services. Camderson helps leaders build organizations that work without them in the room. Everything we teach has been used in a real organization first.
Training a team?
We offer group enrollment for teams and whole organizations that want everyone, in every role and department, to build the same skills. Email connect@camderson.com to talk through your group.
Frequently asked questions
Do I need any experience or a previous course?
No. There is no prerequisite. If you work with business customers in any way, you are ready.
Who is this course for?
Team members, team leads and managers in any department of any business that serves other businesses. Examples come from many kinds of businesses, and the skills fit offices, clinics, shops, studios, nonprofits and service teams of every size.
How long do I have access?
Your access does not expire. We review the course on a regular cycle, and any updates are added for you at no extra cost.
How long does it take?
About 6 hours in total, including the written lessons, the Try it exercises, the knowledge checks, the final assessment and the capstone. Everything is self-paced.
Questions about your purchase?
Email support through academy.camderson.com.
What tools do I need?
A spreadsheet program that opens .xlsx files (Microsoft Excel, Google Sheets, Apple Numbers or LibreOffice Calc), a word processor that opens .docx files and a PDF reader. All templates and practice files are included as downloads.
Do I have to use my own workplace for the capstone?
No. You can build your plan from the practice scenarios included in the course. If you use your own account, use sample details and leave out the names of real people and anything confidential.
Does the course recommend products or give professional advice?
No. It is general education, not legal, financial or contract advice. It teaches practical conversation and planning skills and points you to your organization's finance and legal contacts for terms.
What does the certificate confirm?
You receive a Camderson Academy Certificate of Completion after passing the final assessment and completing the capstone. This certificate confirms completion of a Camderson Academy course.
How was this course written and checked?
This course was written and edited by Camderson Advisory. Sources are listed with the date each was read. Where a source could not be opened on that date, the Sources page says so. This course teaches skills for everyday work. It is not legal, tax, financial, medical or professional advice. Laws and rules vary by place and change over time, so talk with your own attorney or qualified professional about your situation. Last updated: November 2026. Next planned review: November 2027.
Win business customers and grow accounts that last.
Self-paced, about 6 hours, with a Workbook, templates, Quick Reference Cards and a practice tracker.
This course earns a Camderson Academy Certificate of Completion. This certificate confirms completion of a Camderson Academy course. This course is general education about selling to businesses and growing business accounts. It is not legal, financial, tax, accounting or contract advice, and it does not replace your organization's policies, your finance and legal contacts, or the advice of qualified professionals. Research from one setting may not match yours, the checklists, rhythms and step plans are teaching aids and not formulas, and contracts, pricing, credit and payment terms should be checked with the people responsible for them in your organization. Examples and numbers are fictional or illustrative. Camderson Academy is not affiliated with the organizations whose publications are cited.