For whom → Sales professionals
Behavioural Design for sales professionals

Persuading and influencing is the core of your work as a sales professional.

Every deal you win or lose depends on human behaviour. The question is whether you can read, predict and influence that behaviour. That is exactly what Behavioural Design teaches you.

View the Fundamentals Course → Does this sound familiar?
10.000+
trained
9.7/10
rating
EQAC
accredited
€1.190
from ex VAT
Sales professionals learning the Influence Framework during the SUE Behavioural Design training
Familiar sales challenges

"How do we get prospects to say yes, without having to offer a discount?"

10.000+ professionals trained, including people from

Heineken ING Bank KPN Randstad Achmea Adyen Eneco ANWB Roche European Commission Gemeente Amsterdam DPG Media Sony eBay Heineken ING Bank KPN Randstad Achmea Adyen Eneco ANWB Roche European Commission Gemeente Amsterdam DPG Media Sony eBay
The root of the problem

Does this sound familiar?

Click on a situation you recognise.

01
The deal that was almost closed but fell through
The prospect was interested, the conversation went well, the price was right. And then: silence. The problem is rarely what you think. Buyers decide on feeling, and rationalise afterwards.
02
The pitch that feels convincing but moves no one
Informative, logical, persuasive. But nobody decides on the basis of facts. People decide based on how something feels. And afterwards they look for arguments to justify it.
03
The follow-up that gets ignored
Five emails, three calls. Everyone sees you. Nobody responds. The problem is not your persistence, but the absence of the right behavioural trigger to respond.
04
The discounts that eat your margin but solve nothing
You give a discount to remove objections. But the objection is rarely the price. It is uncertainty, loss aversion or lack of trust. A discount does not fix that.
05
The customer who stays but never grows
You retained them, but upselling does not work. They are satisfied but not active. That is not loyalty, that is habit. And habit is not a foundation for growth.
Behavioural Design
Behavioural Design is the missing layer.

There is an explanation.

Behavioural Design for sales is the application of behavioural science to the sales process: from first contact and proposition design to closing and account growth. The method helps you understand why buyers do what they do, and how to design the sales process so that saying yes becomes the most logical choice.

1
96% of behaviour is automatic. Most sales techniques address the conscious mind. The Behavioural Design method teaches you to read the unconscious, and design for it.
2
Six forces shape every behaviour. Goals, anxieties, habits, context, friction and triggers. The method teaches you to recognise and use them to influence buying behaviour.
3
Behaviour is designable. The method gives you a step-by-step process for changing the buying process, not the prospect, so the desired behaviour becomes the natural default.
Read more about the Behavioural Design method →
Behavioural Design × AI

What makes you an indispensable sales professional in the age of AI?

Understanding how buyers actually decide is the one skill AI cannot replace.

The context

AI is changing how sales teams work, from lead scoring to automated outreach and personalised offers.

But AI only makes you more effective if you understand how buyers actually decide. Without that foundation, you use AI to send the wrong messages faster. The technology amplifies what you already understand, not what you cannot yet see.

Behavioural Design × AI

AI gives you speed. Behavioural Design gives you direction.

The sales professional who understands how buyers actually decide gets more out of AI than the one who only masters the tools. AI applications are built into every SUE training as standard.

Read our view on Behavioural Design and AI →
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 sales professional can apply, without a scientific background.

SUE Influence Framework
No academic theory, you work on your own sales 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 proprietary method, the Influence Framework is not taught anywhere else, described in the #1 management bestseller
16 years of experience, from ING to Heineken to major retailers: the method has been proven on the biggest sales and marketing challenges
Springest
9.7/10
★★★★★
Google
4.8/5
★★★★★
Bloomville
5.0/5
★★★★★
Certified by
EQAC accredited
What sales professionals say after the training

10.000+ professionals have taken a SUE Behavioural Design training.

The sales professionals among them have one thing in common: afterwards they look at the buying process differently.

The best first step

Understanding buying behaviour is the skill that changes everything.

And the Behavioural Design Fundamentals is the training that teaches you that. In two days, or 33 online lessons, you learn the method that changes how you approach everything afterwards.

Behavioural Design Fundamentals training for sales professionals
Most popular
9.7/10
rating
EQAC
accredited
Max 16
participants
Behavioural Design Academy

Behavioural Design Fundamentals

You learn the complete Influence Framework, the JTBD method and all core tools of Behavioural Design. You work on your own sales case and go home with a worked-out intervention plan you can apply the next day.

Three ways to participate
Live in Amsterdam, 2 intensive days, max 16 participants Online self-paced, 33 lessons at your own pace With your team, in-company, at your location or in Amsterdam
View the Fundamentals → See start dates

Want to explore which format suits you best first? Choose the format that fits you →

How do you want to learn?

Choose the format that fits you

Individually, with your sales team, or across your whole organisation. Every format works on a real sales challenge.

Individual Behavioural Design training for sales professionals
For myself

Learn the foundations individually or deepen your knowledge. Live in Amsterdam or online at your own pace.

  • Fundamentals CourseLearn the complete Influence Framework on your own sales case
  • Deep Dive Persuasive WritingWrite propositions and messages that move people to act
  • Deep Dive Behavioural MarketingUnderstand how customers decide and design accordingly
Open edition training options → View available start dates
Sales team Behavioural Design training in-company
With my team

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

  • Behavioural Design SprintLearn behavioural thinking and apply it to your sales challenge, 6 sessions in 3 months
  • Fundamentals for TeamsThe complete method in 2 intensive training days
  • Deep Dives in-companyA focused day on a sales topic of your choice
View team training options → Plan a conversation
Organisation-wide learning journey for sales organisations
For my organisation

Embed behavioural thinking across the organisation with a multi-year bespoke learning and development programme.

  • Learning JourneysBespoke 4-8 month programme, from €25.000
  • Influential Leadership TrackEmbedding behavioural thinking in sales leadership, 5 months
  • Culture change programmesLong-term support for organisation-wide behaviour change
View Learning Journeys → Get in touch
After the training

What you do differently from then on

Not abstract knowledge. Concrete changes in how you approach sales challenges.

You analyse before you pitch

You use the Influence Framework as your starting point: what does this buyer want to achieve, what is holding them back, what context helps them decide?

You design the buying process, not just the offer

You know how to shape the decision environment so that saying yes becomes the most logical step, not the most argued one.

You speak the language of behaviour

You share a common framework with your team: goals, anxieties, habits, context, friction, triggers. Sales conversations become more concrete and more effective.

Frequently asked questions

One more thing

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 conversations, pitches and buying processes.

You learn the SUE Influence Framework: a method for analysing why buyers do what they do, and for designing the buying process so that the desired behaviour becomes the natural default. You work on your own sales case during the training, from proposition design to objection handling, and go home with a worked-out strategy.

The training is most valuable for experienced sales professionals. You have 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 conversations work and others don't.

A deliberately mixed group: sales 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 Persuasive Writing and Deep Dive Behavioural Marketing build on that with sales-specific applications. Without the Fundamentals, the Deep Dive lacks its foundation.

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 · 9.7/10 rating · EQAC accredited

Further reading

Sales & behavioural science: the most-read articles

1
Influence Framework
The SUE Influence Framework explained: six forces that drive every behaviour
 2
Behavioural science
The framing effect: how words shape buying decisions
 3
Choice architecture
The decoy effect: why three options convert better than two
 4
Sales techniques
Sales techniques explained: the behavioural science behind persuasion
View all articles on sales and 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
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