Behavioural Design for sales

Close more deals by understanding why customers actually say yes.

Most sales professionals work harder when the problem isn't the effort. Customers say no not because the offer is poor, but because the buyer's brain decides irrationally. With Behavioural Design and AI, you learn to design the purchase decision psychologically.

See the next available date → Training for my team →

Fundamentals from €1,490 · EQAC-accredited · max. 16 participants

Participant in SUE Behavioural Design sales training taking notes during the session
9.7/10 Average rating
10,000+ Professionals trained
EQAC Accredited training
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Who is this for?
Account managers You work hard on relationships but notice customers still drop off at the decision point. You want to understand which psychological barriers are blocking the deal.
Business developers You open doors but lose deals to competitors who seem "cheaper". You want to learn how to make value visible in the way the brain actually decides.
Sales managers You're coaching a team whose conversion falls short of its potential. You're looking for a method that lasts, not just short-term tricks.
Sales directors and VP Sales You want a shared language and approach across your sales organisation, grounded in how buying decisions are actually made.

Behavioural Design × AI: the combination that gives you the edge

Most sales courses teach you how to talk better. Behavioural Design teaches you how the buyer actually decides. Because buying decisions aren't made rationally: they're made by a brain that takes shortcuts, weighs context and experiences resistance for reasons even the buyer doesn't always understand. With AI as a research and preparation partner, you can deploy those insights faster and more sharply than ever before. The difference is never in the technology. It's in the people.

BD x AI Guru tool used for Behavioural Design sales training
Understand why buyers actually say no You learn the psychology behind buying decisions: which barriers create resistance, which fears block the deal and which triggers get the buyer over the line.
Learn the SUE Influence Framework SUE's proven method: map the buyer's pains, gains, anxieties and comforts. Use it as the foundation for every sales conversation, every proposal and every negotiation.
Design sales conversations that change behaviour You translate behavioural insights into concrete adjustments to your pitch, proposition and closing. You reduce resistance structurally instead of pushing harder against it.
Become AI-native in client research and preparation With behavioural frameworks as your foundation, you use AI for sharp client profiles, objection analysis and proposition development. Better preparation in less time.
Behavioural science Behavioural science
+
Power of AI Power of AI
=
Sales that converts Sales that converts
How can you learn?

Choose the path that suits you

Individually, with your team, or organisation-wide: there are several ways to learn.

What is Behavioural Design for sales professionals? Behavioural Design is the application of behavioural science to the buying process. Rather than assuming customers make rational decisions, it teaches you to understand the psychological forces that drive purchase behaviour, and design sales conversations and proposals that work with how people actually say yes. The SUE Influence Framework gives you a repeatable method for doing this with any customer.

Sales professional takes individual Behavioural Design training
For myself

Learn the foundations individually or go deeper. Live in Amsterdam or online at your own pace.

  • Fundamentals CourseLearn a method to understand, predict and influence behaviour
  • Advanced CourseDeepen your expertise in an intensive 6-month programme
  • Deep DivesChoose from 10+ specialisations for focused depth
Individual courses → Or see available dates directly →
Sales team takes in-company Behavioural Design team training
With my team

Train your sales team together. In-company, at your location or at our Amsterdam venue.

  • Behavioural Design SprintLearn behavioural thinking and apply it directly to your own sales challenges, spread across six sessions over three months
  • Fundamentals for TeamsLearn a method to understand, predict and influence behaviour, in 2 intensive training days
  • Deep Dives in-companyA focused day on a behavioural topic of your choice
  • Leadership TrackEmbedding behavioural thinking in leadership over 5 months
View team programmes →
Organisation embeds behavioural thinking via a Behavioural Design Learning Journey
For my organisation

Embed behavioural thinking in your organisation with a bespoke multi-year learning and development programme.

  • Learning JourneysA fully tailored programme of 4 to 8 months
  • ApproachDiagnosis → Co-creation → Coaching → Embedding
  • Themes include AI adoption (the technology is here; the behaviour isn't yet) Retaining and growing talent (people don't leave because of salary) Change that sticks (three quarters of it is a behavioural problem) Team vitality (a well-designed work environment makes the difference)
See Learning Journeys →
See also: Marketing Communication Managers
Google 4.8/5 Bloomville 5 stars Springest EQAC accredited
What the training gives you

What you concretely
do differently after the training

Four shifts that sales professionals name time and again after the training.

1

You stop persuading and start designing behaviour

You shift from "how do I convince this customer" to "what barrier is blocking the decision and how do I lower it". You learn to formulate the buyer's Job to be Done as a behavioural challenge. Your sales conversation stops revolving around features and starts revolving around the customer's life.

Sales professional designs customer decision with Behavioural Design
2

You reduce resistance without pushing harder

You understand which anxieties the buyer has and how to remove them without offering a discount or pushing harder. With defaults, social norms and framing, you make the buying decision easier. Deals don't stall on irrational objections you could have anticipated.

Sales professional reduces resistance with behavioural science
3

You back your proposition with behavioural science

You no longer brief marketing on gut feel but on behavioural insights. You use the Influence Framework to show which pains you solve and which gains you create for the customer. Your proposals won't be dismissed as "too expensive" but seen as "exactly what we need".

Sales professional backs proposition with behavioural science
4

You combine BD + AI for sharper customer insights

With behavioural frameworks as your base, you prompt AI for in-depth client research, objection analysis and proposition development. You prepare every conversation with the sharpness of a behavioural scientist and the speed of an AI assistant. The result: better conversations in less preparation time.

Sales professional combines Behavioural Design and AI for customer insights
Ready to get started?
View individual courses → View team programmes →
Results

What participants say about the Behavioural Design training

"The Behavioural Design Academy gave me insight into the importance of starting with the behavioural change of the user and client. On top of that, you don't just get the insight but also the tools to apply it in practice and test your ideas within your organisation. I really recommend this course!"

Sophie Borm
Sophie Borm
Business Developer · ZorgDomein
★★★★★

"The methodology framework ties everything together and provides you with concrete tools and best practices for applying BD insights to your clients and their problems. This will bring me and my clients great value."

Maria Xanthopoulos
Maria Xanthopoulos
International Account Manager · Republic M
★★★★★

"Suitable for everyone dealing with end-users of a product. The materials are thoroughly discussed and reinforced. There's a good dynamic between theory and practice. It's given me an entirely new way to think about why customers say yes."

Joost de Ronde
Joost de Ronde
Account Manager · 20th Century Fox
★★★★★

"SUE Behavioural Design is an inspiring training where you quickly learn the theoretical framework and practical tools. A super learning experience in just two days that I'll be putting into practice regularly."

Tanja Boon
Tanja Boon
Account Director · Dedato
★★★★★

"The BDA was a truly inspiring experience: the pleasant setting, superb teachers, great fellow participants, but above all the wealth of very interesting and applicable tools to analyse human behaviour and use to achieve my goals."

Annemarieke Scheperkamp
Annemarieke Scheperkamp
Account Executive · ZUID Creatives
★★★★★

"Very interesting information and content packaged in a very good concept. A solid balance between theory and practice. This has genuinely changed how I approach business development conversations."

Wouter Ensing
Wouter Ensing
Business Development · AMS-IX
★★★★★

"We infused our briefing template with the behavioural design methodology to push marketers to think about pains, gains, anxieties and comforts, with the right target audience and JTBD in mind. This is now the standard briefing template for all our campaigns globally."

Dave Westerhof
Dave Westerhof
Global Marketing Director · BEAT
★★★★★

"I've learned many new insights that I can put into our strategies and across other areas. The BDA is perfect for anyone who wants to know what really moves customers and how to tap into that knowledge to persuade others. A brilliant two-day experience!"

Karin Müller
Karin Müller
Co-Director · Ashoka
★★★★★

"Behavioural Design ensures that your view of the world changes. After 7,500 working days, I learned how to influence behaviour in just two days. Afterwards, you can initiate change where you'd never previously thought to start. If you want to be meaningful in this world, follow the academy."

Harold van Puijenbroek
Harold van Puijenbroek
Managing Director · Eluced
★★★★★
For your manager

What your manager wants to know

Need to convince your manager? Here's what concretely changes:

Higher conversion and a shorter sales cycle

People who understand how buying decisions are actually made close deals faster and with less price negotiation. The investment in behavioural science translates directly into measurable sales results.

Less price discussion, more value conversations

Sales professionals who have a clear picture of the buyer's pains and gains no longer need to compete on price. They design their proposition around the buyer's psychology rather than the product's features.

A shared sales language across the team

The Influence Framework gives your sales team a shared method for analysing opportunities, defusing objections and developing propositions. That strengthens collaboration between sales and marketing and shortens onboarding time for new team members.

See available dates → Get in touch →
Last updated: March 2026
Frequently asked questions

We think you'll want to know this

Most participants start with no prior knowledge, and that's exactly the point. The training teaches you the behavioural science you need, tied directly to your own sales practice. No academic theory, just usable insights you can apply in client conversations the very next day.

Sales professionals are a large and enthusiastic group in our courses. The method gives you a scientific foundation for something you currently do largely on instinct: why does a customer say yes or no? What barrier is blocking the deal? How do you design a proposal that psychologically activates the buyer? Your sales conversations will demonstrably sharpen.

For experienced sales professionals, the training is at its most valuable. You've got the practical experience. The training gives you the behavioural science framework that backs up and strengthens your intuition. Many participants say afterwards: I was already doing some of this, but now I finally understand why some deals work out and others don't.

You're intentionally placed in a mixed group, with professionals from all kinds of sectors and disciplines. Sales, marketing, communications and managers sit side by side. A maximum of 16 participants per group. That mix is precisely what makes the training so valuable: you learn not just from the content, but also from how people in other sectors tackle the same challenges.

Start with the Fundamentals. That gives you the complete Behavioural Design framework: the Influence Framework, the JTBD method and all the core tools. The Advanced Course builds on that with deeper persuasion psychology and framing techniques. Without the Fundamentals, the Advanced lacks its foundation.

With most employers, yes. The training is EQAC-accredited, which makes it easier to get reimbursed. In the section for your manager you'll find concrete arguments to start that conversation. Get in touch if you need a quote or additional information for your employer.

You go home with a complete Behavioural Design Toolkit: the SUE Influence Framework Canvas, the JTBD method, cheat cards for CAN, WANT and AGAIN interventions, the Behavioural Interview Guide, Behavioural Statement worksheet, System 1 and 2 guide and the Prototyping Guide. You also get lifetime access to the BD Club, the BD x AI Guru and an EQAC-accredited certificate. With the live training, there's also a follow-up session after 6 weeks.

Ready to transform your sales conversations with behavioural science?

See the next available date → Ask a question →

Rated 9.7/10 · 10,000+ professionals trained · max. 16 participants per group

Free guide How to convince someone who disagrees PDF · 20 pages
Free download

Overcoming objections: the behavioural science of persuasion

The customer has doubts. You have the arguments. But the harder you push, the more firmly they stand their ground. Discover how confirmation bias blocks influence, and which techniques actually work.

Download free ↓

PDF · 20 pages · no sign-up required

Further reading

Insights for sales professionals

The psychology behind buying decisions, handling objections and sales conversations that actually work.

Behavioural Design

How the brain makes a buying decision

Buying decisions are rarely rational. Understand the psychology behind the yes moment and design your sales process around it.

Read more →
Tools

The SUE Influence Framework explained

Pains, gains, anxieties and comforts: learn how to use the Influence Framework to design sales conversations that actually move people.

Read more →
Method

Jobs to be Done for sales professionals

Why does a customer buy your product? Not for the features, but for the change it brings about. Learn how to uncover the real JTBD.

Read more →

Behavioural Design Fundamentals, limited places per group · 9.7/10

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