B2B Consultative Selling
Signature Course No. 194 — A Signature AI Socratic Coaching Course.
A New Kind of Learning
Socratic coaching, delivered by an agentic AI coach.
Not a course you watch. An AI coach you work with.
The Lighthouse Coach begins by discovering how you think about the subject, teaches what is missing, and gives you realistic practice before asking you to prove that you can use it. You may test out of concepts you already understand, while capstones turn the learning into a practical plan, decision, conversation, or other real-world result.
The curriculum is deliberately authored; the AI delivers it through coaching. It is not an AI randomly generating lessons.
A coach that teaches by asking — not by lecturing
The Lighthouse Coach is an AI Socratic coach built on Cognosco Learning's B2B Consultative Selling course, in the Sales, Service & Revenue category. It does not play videos at you. It holds a conversation: it asks you a question, listens to your answer, names the misconception it hears, affirms what you got right, and asks the next question — the way a great coach works in the room.
You work on one running deal throughout — Verity Advisory, a fictional firm selling an inventory and order platform to regional distributors, and Granite Peak Distribution, the fictional customer at the center of the flagship deal, worked by account executive Daniel Mercer with sales leader Alicia Rowe, solutions consultant Tom Beckett, and, after the first win, Priya Sharma in customer success: the Coach teaches and questions, you map the nine-member committee, rebuild the quantified problem ledger until every line ties, test the diagnosis against its rivals, and carry the case to a clean first win, and what you produce is what gets checked.
This is the course for account executives and field sellers who carry a quota on complex, multi-person deals, inside and hybrid sellers moving up-market into committee deals, sales leaders and enablement leads who coach sellers and inspect pipelines, and founders and specialists who sell their own work.
It works in the order a real deal runs: first, Module 1 — Diagnose Before You Prescribe — work through Concepts 1–9, finishing with The Confirmed Diagnosis; then, Module 2 — Build the Case, Earn the Win — work through Concepts 10–18, finishing with The Case That Closes Itself.
You finish by proving the whole course — in The Confirmed Diagnosis and in The Case That Closes Itself. You can type your answers, or talk out loud: the Voice Coach speaks its questions and listens to your spoken replies, hands-free. The course is self-paced and always on — roughly 30 minutes per concept, about 9 hours in full, taken in as many sittings as you like. Learners who already know the material can test out concept by concept.
Both capstones produce real artifacts — a confirmed diagnosis pack a seller could defend in front of the customer's own leadership, and the co-built business case and staged advance plan that carry the same deal from agreed problem to clean first win — not just ideas about selling.
This is the one hundred and ninety-fourth course in The Lighthouse Signature Series — the online counterpart to the one-day, in-person learning Cognosco Learning has delivered since 2002.
Course Facts
One full concept, coached end to end — free: verify your email and we’ll send you a link to start.
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Diagnose → Learn & Practice → Prove → Capstone
Every learner moves through the same discipline a Cognosco instructor would insist on in the room.
Diagnose
The Coach starts where the course starts: with the customer, not the solution. A customer will forgive a seller almost anything except being solved before being understood. Everyone begins with Module 1 — no skipping the craft you only think you have.
Learn & Practice
Work each concept in conversation with the Coach — spoken or written — then practice it against realistic situations until it holds up.
Prove
Every concept ends in proof: answer the check cold and demonstrate the skill. Know it already? Test out and take credit immediately.
Capstone
Finish with two capstones — The Confirmed Diagnosis for Module 1 and The Case That Closes Itself for Module 2 — that pull the whole course together, and earn the certificate.
What You'll Learn
Most business-to-business selling fails long before price is mentioned. It fails in the first meeting, when an unprepared seller asks questions the customer has answered a dozen times. It fails in the second, when a seller presents a solution to a problem the customer has never agreed they have, in numbers they do not recognize as their own.
And it fails quietly, weeks later, when a proposal lands in a buying committee the seller never mapped, in front of people the seller never met, who kill it for reasons the seller never hears.
This course teaches the opposite discipline, end to end: earn the right to ask; research the account and map the committee; open discovery in the customer's own words; dig until the problem, its causes, and its consequences are diagnosed — not assumed; quantify it in the customer's numbers, checked with the customer; confirm the diagnosis together before any solution is discussed;
then build the business case with the customer, design proof the customer can see, shape the commercials early, write a proposal that records what has already been agreed, win the first win cleanly, and expand only on verified results.
What you will learn
- Research an account and map its buying committee before the first meeting
- Run discovery that diagnoses the customer's problem — its causes, consequences, and owners — in the customer's own words
- Quantify the customer's problem in the customer's own numbers, and confirm the diagnosis together
- Build the business case with the customer, and design proof — pilots and evidence — the customer can trust
- Shape the commercial path early: budget, decision process, timing, and procurement, with no surprises at the end
- Write proposals that record agreements already made, advance deals in explicit stages, and win a first win that earns expansion
Everything in the course
- All 18 concepts of B2B Consultative Selling, in 2 modules
- A starting-point check first — the Coach finds where you actually stand before teaching
- Learn, Practice, Prove for every concept — no passive video watching
- A test-out on every concept: prove you know it and move on
- The Voice Coach: talk with the Coach out loud — it speaks, listens, and replies
- A personal Learner Record of your work across the course
- Two capstone exercises: The Confirmed Diagnosis and The Case That Closes Itself
- A printable session summary whenever you pause
- The Lighthouse Coach completion certificate (Signature Series)
- Your progress is saved as you go — stop anytime, resume where you left off
Built for the person who carries the deal
B2B Consultative Selling is for account executives and field sellers who carry a quota on complex, multi-person business deals and are tired of losing late, to people they never met, for reasons they never learned; inside and hybrid sellers moving up-market, whose next deals involve committees, budgets, and procurement; sales leaders and enablement leads who coach sellers and inspect pipelines and need a shared language for what a real discovery, a real diagnosis, and a real business case look like; and founders and specialists who sell their own work, whose deals live or die on the quality of their questions.
This course assumes you have something worth selling and a customer type worth selling it to — no prior method, no particular industry. If you can hold a business conversation and do honest arithmetic, you have everything required to start; the rest is built here, on one deal you will come to know very well.
Prefer to learn live and in person? The same material anchors Cognosco's one-day programs — browse the in-person catalog.
Start with The Confirmed Diagnosis
$195 — introductory price. One payment. No subscription, no password to manage.
Here is exactly what happens when you enroll:
- Pay securely with Stripe — you are taken straight into the course
- Create your learner profile and begin the Module 1 starting-point check
- Save the access key you are given — it restores your enrollment on any device
- Learn at your pace; your progress is stored in your browser on your device
For the full voice experience, use Chrome and allow the microphone when asked. Typing your answers works everywhere, all the time. Questions before you enroll? Email hello@cognoscolearning.com.
More Signature Courses are coming
B2B Consultative Selling is Signature Course No. 194. Leave your email and we'll send you news of future Signature Courses and Lighthouse updates as they are announced — nothing else.