For whom → sales professionals
Behavioural design × AI training for sales professionals

Design a sales process that|

Every pitch you give, every deal you close, every account you grow — it all runs on human behaviour. Most sales training teaches technique. Behavioural Design teaches the science underneath: why people say yes, why they hesitate, and how to design the sales environment so closing becomes the natural next step.

Nine HR behaviour challenges → Or jump straight to our programmes →
10.000+
trained
9.3/10
rating
EQAC
accredited
€1.190
from excl. VAT
HR professionals during the Behavioural Design Fundamentals training at SUE Amsterdam

10,000+ professionals trained, including people from

Heineken ING Bank KPN Randstad Achmea Adyen Eneco ANWB Roche European Commission Gemeente Amsterdam DPG Media Sony ABN AMRO Booking.com Heineken ING Bank KPN Randstad Achmea Adyen Eneco ANWB Roche European Commission Gemeente Amsterdam DPG Media Sony ABN AMRO Booking.com
Sales is a behaviour profession

Every sales professional runs into these behaviour challenges.

Pitches, follow-ups, proposals, negotiations. Again and again: the logic is sound but the deal does not close. The question is not whether you recognise this. The question is how you design past it.

01 · Closing

Why does the deal keep almost closing but never does?

The meetings went well. The proposal was thorough. The decision keeps getting deferred. There is a behaviour in the buying process you have not yet designed for.

02 · Pitch

Why does the pitch feel convincing but move no one?

You made the case clearly and compellingly. They seemed engaged. Nothing happened. Logic convinces, but it does not necessarily move.

03 · Follow-up

Why does the follow-up go unanswered?

The meeting was positive. The next steps were agreed. Silence. The commitment in the room was real; the commitment to act was not.

04 · Discounts

Why do discounts eat margin but solve nothing?

The price objection came up. You reduced the price. They still hesitated. Price was not the actual barrier. Something else was.

05 · Growth

Why does the existing customer stay but never grow?

They are satisfied. They renew. They never expand. Retention and growth require different conversations and different designs.

06 · RFP

Why do you win on paper but lose in the room?

The proposal scores highest on paper. In the presentation, something goes differently. Buying decisions are made on feelings that are justified by facts, not the other way around.

07 · Churn

Why does the satisfied customer still switch supplier?

The account was managed well. The relationship was good. They switched. Satisfaction is not the same as switching cost.

08 · Upsell

Why does the upsell moment create tension instead of value?

You offered a genuine upgrade. The client felt sold to. The framing of the upsell is the problem, not the offer itself.

09 · Key accounts

Why are you always one step behind in the key account?

You have the relationship. You have the history. Somehow, you are reactive. Designing a key account strategy around behaviour is different from designing around relationship.

Why the SUE Behavioural Design method

Behavioural science made practical for professionals who are not behavioural experts.

Most behavioural science knowledge is locked in academic papers and consultancy reports. SUE built its own method, the Influence Framework, which translates that knowledge into a practical step-by-step process any HR professional can apply, without a scientific background.

Read: the SUE Influence Framework explained →
SUE Influence Framework
No academic theory — you work on your own HR case during the training and go home with a fully worked-out plan
Built on Kahneman, Cialdini and Thaler, scientifically grounded but accessible for practitioners
Our own method, the Influence Framework is not taught anywhere else, described in the #1 management bestseller
16 years of experience, from ING to Heineken to the Dutch Government: the method has been proven on the biggest HR challenges in the Netherlands
Springest
9.3/10
★★★★★
Google
4.8/5
★★★★★
Bloomville
5.0/5
★★★★★
Certified by
EQAC accredited
The ideal starting point

Three featured programmes for HR

Individually, with your whole team, or as self-study. Three formats in which you learn how to design behaviour in onboarding, retention, culture change and sustainable employability. Choose the format that fits your role, schedule and organisation.

Behavioural Design Fundamentals
Individual

Behavioural Design Fundamentals Course

The ideal choice if you want to acquire the skill yourself. You build a deep understanding of how people make decisions and learn how to apply those insights the next day in recruitment, retention or culture.

Live · 2 days · Amsterdam or online · own pace · certificate · AI inside
View training
Behavioural Design team training
Team Training

Behavioural Design Masterclass

Work as a team for one day on one HR challenge of your choice: onboarding, retention, psychological safety, culture change or sustainable employability. You go home with a concrete intervention you can test the following week.

1 day · at your location max 16 participants
View team training
Deep Dive Leading Change and Transformation
Online · Own pace

Deep Dive Leading Change & Transformation

For HR professionals who guide change processes. Learn why change stalls and how to get employee and manager behaviour on board, using proven behavioural science techniques.

Online · own pace certificate · AI inside
View online training
Our full range

Or browse all our trainings and programmes

In addition to the three featured trainings above, we have a broader range. Choose below the format that suits you. Every path leads to the same goal: designing buying behaviour that works across prospecting, pitching, negotiation and key account growth.

What sales professionals say after the training

10.000+ professionals have followed a SUE Behavioural Design training.

The sales professionals among them have one thing in common: afterwards they look at buying behaviour, objections and closing differently.

After the training

What sales professionals do differently after the Behavioural Design training

Not abstract knowledge. Concrete changes in how you approach buying behaviour, proposals and negotiation.

You analyse buying behaviour before you design the sales approach

You use the Influence Framework as your starting point: what drives these employees, what's holding them back, what context helps?

You design workplace context, not just HR communication

You shape the work environment so that the desired behaviour becomes the easiest choice, not just the most communicated one.

You speak the language of behaviour in sales decisions

You share a common framework with your team: goals, anxieties, habits, context, friction, triggers. HR decisions become more concrete and better grounded.

Frequently asked questions

Frequently asked questions about Behavioural Design for HR

Most participants start without any prior knowledge. The training teaches you the behavioural science you need, linked directly to your own sales practice. No academic theory for its own sake, just actionable insights you can apply the very next day in your pitches, proposals or account development work.

You learn the SUE Influence Framework: a method for analysing why employees do what they do, and for designing HR interventions that genuinely work. You work on your own HR case during the training, such as onboarding, retention, culture change or wellbeing, and go home with a fully worked-out strategy you can apply the next day.

The training is most valuable for experienced sales professionals. You've got the practical experience. The training gives you the scientific framework that backs up your intuition and sharpens your approach. Many participants say afterwards: I was already doing parts of this, but now I understand why some deals close and others don't.

A deliberately mixed group: HR professionals, marketers, communication advisers, policymakers and leaders all together. Maximum 16 participants. That mix is what makes it valuable, because you learn not only from the content but also from how people in other sectors deal with similar behavioural challenges.

Yes. We invoice in the company name and the training is EQAC-accredited, which makes reimbursement easier. Get in touch if you need a quote or additional information for your request.

Start with the Fundamentals. That gives you the complete Behavioural Design framework: the Influence Framework, the JTBD method and all core tools. The Deep Dive Sales builds on that with sales-specific applications. Without the Fundamentals, the Deep Dive lacks its foundation.

The Fundamentals course is the broad foundational training: 2 days live (or 33 online lessons) in which you learn the complete Behavioural Design framework. After that, you can apply it to any sales challenge. A Deep Dive training lasts 1 day and goes deep on one specific topic, such as decision psychology, overcoming objections or building trust at speed. If you do both, the Fundamentals course is always the first step.

Yes. The Behavioural Design training is EQAC-certified, which makes reimbursement from employers easier. We invoice in the company name and provide a quote on request. The course is given in Amsterdam and online. Get in touch for personal advice on which training best fits your situation.

Ready to take the step? View the next start date or ask your question.

View start dates → Ask a question

10.000+ professionals have gone before you · 9.3/10 rating · EQAC accredited

Behavioural Design is the missing layer.

Why a well-intentioned HR policy doesn't automatically change behaviour

Behavioural Design for sales professionals is the application of behavioural science to the buying process, negotiation, objection handling, key account management and closing. The method helps you understand why buyers decide the way they do, and how to design the sales context so that the desired outcome becomes the natural next step.

1
96% of behaviour is automatic. Most HR interventions address the conscious mind: posters, e-learnings, wellbeing campaigns. The Behavioural Design Method teaches you to read the unconscious, and design for it.
2
Five forces shape every behaviour. Pains, gains, anxieties, comforts and jobs-to-be-done. The SUE Influence Framework teaches you to recognise them in employees, managers and candidates, and use them to influence HR decisions.
3
Behaviour is designable. The Behavioural Design Method gives you a step-by-step process for changing the work environment, not the person, so that ownership, engagement and sustainable employability become the natural default.
Read more about the Behavioural Design Method →
Personal advice

Would you prefer to discuss the options with us?

Book a no-obligation discovery call. Marjan will connect you with the right SUE specialist who can give you targeted advice based on experience with HR challenges.

Marjan Krom, Happiness and Hospitality Manager SUE
Marjan Krom
Happiness & Hospitality Manager
Email
academy@sueamsterdam.com
Phone
(+31) 20 223 46 26
Location
's-Gravenhekje 1a
1011 TG Amsterdam

Book a call

Choose a moment that suits you.

Further reading

Sales & behavioural science: the most-read articles

1
Sales
Sales techniques explained: the behavioural science behind persuasion
 2
Influence
The SUE Influence Framework explained
 3
Framing
What is framing? Definition, framing effect and proven techniques
 4
Persuasion
Decoy effect at work: why three options work better than two
 5
Persuasion
Scarcity principle at work: Why "only 3 spots left" always works
 6
Social proof
Social proof at work: why your team does what everyone else does
 7
Persuasion
Cialdini's 7 principles of persuasion explained
 8
Persuasion
Why arguments don't persuade (and what does)
Read all articles on sales & persuasion → The Art of Designing Behaviour
Book by Astrid Groenewegen
The Art of Designing Behaviour
The complete practical guide to using behavioural science to change what people do.
#1 Bestseller · The standard in behavioural design
Astrid Groenewegen
Astrid Groenewegen
Co-founder, SUE Behavioural Design
Weekly newsletter

1.5 minutes of Influence

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Behavioural Design Fundamentals — 21 & 22 May 2026 5 spots remaining
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