Why Some Customers Buy & Others Don't
Understand why B2B customers really buy — and why others walk away. The buying psychology every sales rep needs before cold calling. Sales skill set #3 of the Modern Sales Performer Course Collection.
QUICK ANSWER
What is Why Some Customers Buy & Others Don't?
You've lost deals and you're not sure why. The prospect seemed interested, the proposal looked good — then nothing. This course answers the question every B2B rep asks: what actually drives a buyer's decision?
Derek teaches the four core reasons customers say yes, the buyer psychology behind the purchase decision, and how to position yourself and your offering to align with how buyers actually make choices. Sales skill set #3 of the Modern Sales Performer collection.
WHO IT'S FOR
Is this the right course for you?
COURSE CURRICULUM
What's inside — all 4 sections.
12 lessons. Each section builds on the last — a complete system, not a random collection of tips.
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."
"Pure gold. It helped double our sales in just three months."
"After this course I was 100% sure what I am doing and why — it changed my approach completely."
"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 B2B customers buy?
The course covers the 4 proven buyer motivators Derek identified across 17 years and 30,000+ salespeople — from the trust they have in you, to the urgency of their situation, to the perceived gap between where they are and where they want to be. The specifics are taught inside the course.
Can I buy this module individually?
No. This module is available exclusively as part of the Modern Sales Performer collection — 14 modules, 18+ hours of content. Learn more about the full collection →
Is this course about sales psychology or manipulation?
Neither. It's about understanding how real buyers make real decisions — so you stop wasting time on deals that aren't going anywhere and invest your energy where buyers are ready to move.
How long is this course?
10 lessons across 3 sections — roughly 60 minutes of content plus a quiz.
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 →