Why Some Customers Buy & Others Don’t
Understand the four reasons B2B buyers say yes — and the basics every rep must know before cold calling, prospecting, or presenting. Sales skill set #3 of the Modern Sales Performer Course Collection.
LEARN ON ANY DEVICE
Take the course from your desktop, tablet, or phone. Start the next lesson whenever you’re ready and move through the training at your own pace.
QUICK ANSWER
Why do some B2B customers buy and others don't?
Before you cold call, before you prospect, before you present — you need to understand what actually drives a B2B buyer to say yes. Without that foundation, every tactic you use is a guess.
This module teaches the basics of buyer psychology: how customers make decisions, what criteria they use to evaluate vendors, and the four specific reasons they actually buy. It’s sales skill set #3 in the Modern Sales Performer collection — and it changes how you approach every interaction.
WHO IT’S FOR
Is this the right course for you?
COURSE CURRICULUM
What’s inside — the full breakdown.
4 sections · 12 lessons.
THE FULL COLLECTION
All 14 modules — in order.
This module is Module 03. The full Modern Sales Performer collection covers the entire B2B sales cycle — each module with its own completion certificate.
YOUR INSTRUCTOR
Derek Shebby.
Derek Shebby
FOUNDER · MODERN SALES TRAINING
Best-selling course creator and sales consultant Derek Shebby spent 17 years as a top sales executive and sales director with Xerox Corporation. He was a 13-time Sales President’s Club Award winner, coached hundreds of salespeople and sales leaders to excellence, and helped grow his local division from $40 million to over $100 million in annual revenue. After founding Modern Sales Training in 2017, Derek has trained 30,000+ salespeople worldwide. He currently coaches 150+ sales reps live every week and hosts the In Between Sales Calls podcast on Apple Podcasts.
REAL RESULTS
What reps are saying about the Modern Sales Performer collection.
“I crushed my sales quota, won rookie of the year, and have been promoted 3 times.”
“My cold calling appointments improved 300%. I now set up 3× the meetings in the same amount of time.”
“Pure gold. It helped double our sales in just three months.”
“Reps with 15+ years of experience said it got them back to basics in the best way.”
PRICING
This module is part of the Modern Sales Performer collection.
Get this module — and all 13 others — in one complete program.
Modern Sales Performer Collection
14 Modules · 18+ Hours · Lifetime Access
FAQ
Questions before you enroll.
What are the 4 reasons customers buy in B2B sales?
That’s exactly what this module covers — the four specific reasons a B2B buyer decides to move forward. Each reason connects to how you should be positioning your product and building your value. Derek teaches these from 17 years of real deal experience at Xerox.
Can I buy this module on its own?
No. This module is available exclusively as part of the Modern Sales Performer collection — 14 modules, 18+ hours. Learn more about the full collection →
Why learn buyer psychology before prospecting?
Because most reps prospect without knowing what they’re actually trying to connect to. When you understand the four reasons customers buy, every cold call, every meeting, and every proposal gets sharper. You stop guessing and start connecting.
Is this theory or practical application?
Practical. Derek teaches this from real B2B deal experience — not academic frameworks. The basics and the four buyer reasons are applied directly to how you sell in a territory.
Can my company reimburse me?
Many companies cover sales training as a professional development expense. Treas. Reg. §1.162-5 also lets individuals deduct training that maintains or improves professional skills. Ask your accountant.
Get this module — and all 13 others — in one complete program.
The Modern Sales Performer collection: 14 modules, 18+ hours, 140+ lectures. The complete B2B sales playbook used by 30,000+ reps.
Learn More — Modern Sales Performer → Not ready? Try 12 lessons free →