B2B Sales Practice Exam — LearnCoachAssist

Question 1 B2B Sales

What are the three common forecasting methods?

A sales methodology that focuses on identifying the customer's specific pain points and tailoring your offering as a comprehensive solution, not just a product. Presenting a higher-priced option first to make subsequent options seem more reasonable — leveraging the cognitive bias of anchoring. 1. Opportunity-stage weighting 2. Historical run-rate analysis 3. Rep-level intuitive forecasting (commit, best case, upside). The percentage of recurring revenue retained from existing customers over a period, including expansions, contractions, and churn. >100% means growth from existing customers.

Question 2 B2B Sales

What is a clawback clause in sales compensation?

A provision allowing the company to reclaim commissions if a customer churns or cancels within a defined period after closing. It is specific (quantified outcomes), differentiated (why you vs. competitors), and relevant (addresses the buyer's top priority). A live or recorded product demonstration tailored to the prospect's specific use case, showing how the solution addresses their pain points. The total expected compensation for a salesperson, comprising base salary + variable (commission) when quota is fully achieved.

Question 3 B2B Sales

What are the three key behaviours of a Challenger seller?

1. Teach the customer something new 2. Tailor the message to the stakeholder 3. Take control of the sale. The process of estimating future revenue based on pipeline data, historical trends, and deal-level analysis. A formal agreement defining what marketing will deliver (e.g., X MQLs per month) and what sales will do (e.g., follow up within 24 hours). Encouraging a customer to purchase a higher-tier version or add premium features to their current solution.

Question 4 B2B Sales

What is a champion letter (or executive summary)?

The group of stakeholders involved in a purchase decision — typically including an economic buyer, end users, a champion, and sometimes legal/IT gatekeepers. The percentage of recurring revenue retained from existing customers over a period, including expansions, contractions, and churn. >100% means growth from existing customers. 1. Awareness 2. Interest 3. Consideration 4. Intent 5. Evaluation 6. Purchase (Close). A document your internal champion can use to present your solution to their leadership — summarising pain, solution, ROI, and next steps.

Question 5 B2B Sales

What is lead scoring?

A sales methodology that focuses on identifying the customer's specific pain points and tailoring your offering as a comprehensive solution, not just a product. The buyer's existing situation — their problems, processes, and results today — uncovered through deep discovery. A structured series of touchpoints (emails, calls, social messages) over a defined period designed to engage a prospect. A methodology for ranking leads based on attributes (company size, role) and behaviours (website visits, email opens) to prioritise outreach.

Question 6 B2B Sales

What is a case study in B2B sales?

A description of the type of company that would benefit most from your product — including industry, size, revenue, tech stack, and pain points. A one-page internal document summarising competitive intelligence — competitor strengths/weaknesses, differentiators, and talk tracks for each rival. A documented example of how a similar customer achieved measurable results using your product — the most persuasive content type for B2B buyers. The total expected compensation for a salesperson, comprising base salary + variable (commission) when quota is fully achieved.

Question 7 B2B Sales

What is lead generation?

Using social media (especially LinkedIn) to find, connect with, and nurture prospects through sharing relevant content and engaging in conversations. The process of attracting and identifying potential customers (leads) who may be interested in your product or service. A sales team member focused on outbound prospecting and qualifying leads — booking meetings for Account Executives rather than closing deals. Providing the sales team with the tools, content, training, and information they need to effectively engage buyers throughout the sales cycle.

Question 8 B2B Sales

What is a typical OTE split in B2B sales?

Commonly 50/50 to 60/40 (base/variable) for account executives; SDRs often have 70/30. Higher variable rewards strong performers. The total expected compensation for a salesperson, comprising base salary + variable (commission) when quota is fully achieved. A metric measuring how quickly deals move through the pipeline: (Number of deals × Average deal size × Win rate) ÷ Sales cycle length. A formal agreement defining what marketing will deliver (e.g., X MQLs per month) and what sales will do (e.g., follow up within 24 hours).

Question 9 B2B Sales

What is the SPIN selling framework?

A documented example of how a similar customer achieved measurable results using your product — the most persuasive content type for B2B buyers. A questioning methodology by Neil Rackham: Situation questions → Problem questions → Implication questions → Need-payoff questions. A one-page internal document summarising competitive intelligence — competitor strengths/weaknesses, differentiators, and talk tracks for each rival. A salesperson responsible for managing the full sales cycle — from qualified opportunity through demo, negotiation, and close.

Question 10 B2B Sales

What are the four most common B2B sales objections?

The percentage of recurring revenue retained from existing customers over a period, including expansions, contractions, and churn. >100% means growth from existing customers. When a prospect stops responding to calls and emails after initial engagement — one of the most frustrating stages for salespeople. A process defines stages and activities (pipeline steps); a methodology provides the philosophy and techniques for executing within those stages. 1. "It's too expensive" (Price) 2. "We don't have budget" (Budget) 3. "We're happy with our current solution" (Status quo) 4. "I need to talk to my boss" (Authority).

Question 11 B2B Sales

What is a demo in B2B sales?

An approach where the salesperson acts as a trusted advisor, asking deep questions, diagnosing problems, and recommending solutions — prioritising the buyer's needs over pushing product. A sales methodology that focuses on identifying the customer's specific pain points and tailoring your offering as a comprehensive solution, not just a product. A live or recorded product demonstration tailored to the prospect's specific use case, showing how the solution addresses their pain points. A formal document from a buyer inviting vendors to submit proposals detailing how they would meet specified requirements, including pricing and timeline.

Question 12 B2B Sales

What is the "current state" in GAP selling?

A sales team member focused on outbound prospecting and qualifying leads — booking meetings for Account Executives rather than closing deals. The buyer's existing situation — their problems, processes, and results today — uncovered through deep discovery. Customer Relationship Management — software (e.g., Salesforce, HubSpot) that tracks interactions, deals, contacts, and activities across the sales cycle. They quantify the economic impact of your solution — e.g., "reduce churn by 15%" — making the business case concrete and compelling.

Question 13 B2B Sales

What is a Sales Development Representative (SDR)?

A Sandler technique where you gently push back or express scepticism ("Maybe this isn't the right fit?") to encourage the prospect to sell themselves. An extension of MEDDIC adding Competition — understanding who else the buyer is evaluating and how you differentiate. 1. Opportunity-stage weighting 2. Historical run-rate analysis 3. Rep-level intuitive forecasting (commit, best case, upside). A sales team member focused on outbound prospecting and qualifying leads — booking meetings for Account Executives rather than closing deals.

Question 14 B2B Sales

What is the concept of "negative reverse selling"?

A description of the type of company that would benefit most from your product — including industry, size, revenue, tech stack, and pain points. The percentage of recurring revenue retained from existing customers over a period, including expansions, contractions, and churn. >100% means growth from existing customers. A Sandler technique where you gently push back or express scepticism ("Maybe this isn't the right fit?") to encourage the prospect to sell themselves. Budget: Can they afford it? Authority: Is this the decision-maker? Need: Do they have a problem you solve? Timeline: When will they buy?

Question 15 B2B Sales

What is an "up-front contract" in Sandler selling?

Customer Relationship Management — software (e.g., Salesforce, HubSpot) that tracks interactions, deals, contacts, and activities across the sales cycle. An agreement at the start of each meeting about the agenda, time, outcomes, and next steps — ensuring both parties are aligned. A Sandler technique where you gently push back or express scepticism ("Maybe this isn't the right fit?") to encourage the prospect to sell themselves. Recapping all the agreed-upon benefits and value before asking for the commitment — reinforcing the business case in the prospect's mind.

Question 16 B2B Sales

What makes a strong B2B value proposition?

It is specific (quantified outcomes), differentiated (why you vs. competitors), and relevant (addresses the buyer's top priority). 1. Awareness 2. Interest 3. Consideration 4. Intent 5. Evaluation 6. Purchase (Close). A comprehensive guide containing best practices, talk tracks, objection responses, email templates, and process steps for the sales team. A clear statement of the tangible results a customer gets from using your product — how you solve their problem better than alternatives.

Question 17 B2B Sales

What is price anchoring?

1. Awareness 2. Interest 3. Consideration 4. Intent 5. Evaluation 6. Purchase (Close). The process of tracking and optimising all active deals across stages — ensuring sufficient volume, velocity, and conversion at each stage. Presenting a higher-priced option first to make subsequent options seem more reasonable — leveraging the cognitive bias of anchoring. Using social media (especially LinkedIn) to find, connect with, and nurture prospects through sharing relevant content and engaging in conversations.

Question 18 B2B Sales

What does MEDDIC stand for?

Presenting a higher-priced option first to make subsequent options seem more reasonable — leveraging the cognitive bias of anchoring. A clear statement of the tangible results a customer gets from using your product — how you solve their problem better than alternatives. Metrics · Economic Buyer · Decision Criteria · Decision Process · Identify Pain · Champion. According to Gartner, the average B2B buying group involves 6–10 decision-makers, each with their own information and priorities.

Question 19 B2B Sales

What is quota attainment?

According to Gartner, the average B2B buying group involves 6–10 decision-makers, each with their own information and priorities. The process of estimating future revenue based on pipeline data, historical trends, and deal-level analysis. Quantifying the return on investment the buyer will achieve — e.g., "Our solution saves 200 hours/year, worth $50K, for a $20K investment." The percentage of a salesperson's sales target (quota) that they actually achieve in a given period.

Question 20 B2B Sales

What is a sales playbook?

Providing the sales team with the tools, content, training, and information they need to effectively engage buyers throughout the sales cycle. More stakeholders mean more opinions and more internal alignment needed, which increases the sales cycle length. Deals with 6+ stakeholders close at <50% rates. 1. Centralised customer data 2. Pipeline visibility and forecasting 3. Automated follow-up reminders and reporting. A comprehensive guide containing best practices, talk tracks, objection responses, email templates, and process steps for the sales team.

Question 21 B2B Sales

What is a value proposition?

Encouraging a customer to purchase a higher-tier version or add premium features to their current solution. 1. Send a new, valuable insight or industry report 2. Reach out via a different channel (LinkedIn, phone) 3. Use a "breakup" message to prompt a response. A description of the type of company that would benefit most from your product — including industry, size, revenue, tech stack, and pain points. A clear statement of the tangible results a customer gets from using your product — how you solve their problem better than alternatives.

Question 22 B2B Sales

What is a discovery call?

A methodology for ranking leads based on attributes (company size, role) and behaviours (website visits, email opens) to prioritise outreach. An initial sales conversation designed to uncover the prospect's pain points, goals, decision process, and whether there is a mutual fit. It is specific (quantified outcomes), differentiated (why you vs. competitors), and relevant (addresses the buyer's top priority). Commonly 50/50 to 60/40 (base/variable) for account executives; SDRs often have 70/30. Higher variable rewards strong performers.

Question 23 B2B Sales

What is consultative selling?

An approach where the salesperson acts as a trusted advisor, asking deep questions, diagnosing problems, and recommending solutions — prioritising the buyer's needs over pushing product. 1. "It's too expensive" (Price) 2. "We don't have budget" (Budget) 3. "We're happy with our current solution" (Status quo) 4. "I need to talk to my boss" (Authority). An initial sales conversation designed to uncover the prospect's pain points, goals, decision process, and whether there is a mutual fit. A one-page internal document summarising competitive intelligence — competitor strengths/weaknesses, differentiators, and talk tracks for each rival.

Question 24 B2B Sales

What is the GAP Selling methodology?

Created by Keenan, it focuses on identifying the gap between the buyer's current state and desired future state, then positioning your solution as the bridge. 1. "It's too expensive" (Price) 2. "We don't have budget" (Budget) 3. "We're happy with our current solution" (Status quo) 4. "I need to talk to my boss" (Authority). An extension of MEDDIC adding Competition — understanding who else the buyer is evaluating and how you differentiate. A methodology for ranking leads based on attributes (company size, role) and behaviours (website visits, email opens) to prioritise outreach.

Question 25 B2B Sales

What is "land and expand" strategy?

A documented example of how a similar customer achieved measurable results using your product — the most persuasive content type for B2B buyers. A comprehensive guide containing best practices, talk tracks, objection responses, email templates, and process steps for the sales team. A Sandler technique where you gently push back or express scepticism ("Maybe this isn't the right fit?") to encourage the prospect to sell themselves. Starting with a small initial deal within an account and then growing revenue through upsells, cross-sells, and expanding to other departments.

Question 26 B2B Sales

What is a Request for Proposal (RFP)?

When a prospect stops responding to calls and emails after initial engagement — one of the most frustrating stages for salespeople. Articulating how your solution is different from and better than alternatives — focusing on unique strengths that matter to the buyer. A lead that has been reviewed by the sales team and meets specific criteria indicating they are ready for direct sales engagement. A formal document from a buyer inviting vendors to submit proposals detailing how they would meet specified requirements, including pricing and timeline.

Question 27 B2B Sales

What is sales enablement?

Questions that get the prospect to articulate the value of solving the problem — e.g., "If we could cut onboarding time in half, what would that mean for your team?" 1. What challenge are you trying to solve? 2. What's the impact of not solving it? 3. Who else is involved in this decision? 4. What does your timeline look like? 5. What have you tried before? Providing the sales team with the tools, content, training, and information they need to effectively engage buyers throughout the sales cycle. The average number of days from first contact to closed deal. Shorter cycles improve cash flow and reduce resource consumption.

Question 28 B2B Sales

What does BANT stand for?

The group of stakeholders involved in a purchase decision — typically including an economic buyer, end users, a champion, and sometimes legal/IT gatekeepers. 1. Reference to prior conversation 2. New value or insight 3. Clear call to action 4. Easy reply mechanism (e.g., "Reply YES to schedule"). Budget — Authority — Need — Timeline. A qualification framework to assess if a prospect is a good fit. A strategic approach where sales and marketing coordinate efforts on high-value target accounts with personalised, multi-channel outreach.

Question 29 B2B Sales

What is the role of content in B2B sales?

A provision allowing the company to reclaim commissions if a customer churns or cancels within a defined period after closing. A lead that has been reviewed by the sales team and meets specific criteria indicating they are ready for direct sales engagement. The percentage of deals that close successfully. Tracking it reveals process health; typical B2B win rates range from 15–30%. Content (case studies, whitepapers, ROI calculators) provides evidence and education, helping buyers build consensus and justify the purchase internally.

Question 30 B2B Sales

What is competitive positioning?

A formal agreement defining what marketing will deliver (e.g., X MQLs per month) and what sales will do (e.g., follow up within 24 hours). Articulating how your solution is different from and better than alternatives — focusing on unique strengths that matter to the buyer. An initial sales conversation designed to uncover the prospect's pain points, goals, decision process, and whether there is a mutual fit. Inbound: leads come to you via content, SEO, social media. Outbound: you proactively reach out via cold calls, emails, events.

Question 31 B2B Sales

What is a mutual action plan (MAP)?

A final outreach message acknowledging the prospect hasn't responded, offering to close the loop — often generates a reply due to the fear of missing out. A formal document from a buyer inviting vendors to submit proposals detailing how they would meet specified requirements, including pricing and timeline. The person with the final authority and budget to approve the purchase — often a C-level executive or VP. A shared document between buyer and seller outlining key milestones, responsibilities, and timelines to reach a signed deal collaboratively.

Question 32 B2B Sales

What is a sales funnel?

The group of stakeholders involved in a purchase decision — typically including an economic buyer, end users, a champion, and sometimes legal/IT gatekeepers. A model representing the stages a prospect moves through from initial awareness to final purchase, typically narrowing at each stage. The percentage of a salesperson's sales target (quota) that they actually achieve in a given period. Articulating how your solution is different from and better than alternatives — focusing on unique strengths that matter to the buyer.

Question 33 B2B Sales

Name five key questions to ask on a discovery call.

1. Recap discovery findings 2. Show the solution mapped to their pains 3. Quantify the impact 4. Handle questions 5. Agree on next steps. The process of attracting and identifying potential customers (leads) who may be interested in your product or service. 1. What challenge are you trying to solve? 2. What's the impact of not solving it? 3. Who else is involved in this decision? 4. What does your timeline look like? 5. What have you tried before? The buyer's desired outcomes — what they want to achieve after implementing a solution.

Question 34 B2B Sales

What is an Ideal Customer Profile (ICP)?

1. Send a new, valuable insight or industry report 2. Reach out via a different channel (LinkedIn, phone) 3. Use a "breakup" message to prompt a response. Building relationships with multiple stakeholders within the buying organisation, reducing risk if your primary contact leaves or loses influence. A document your internal champion can use to present your solution to their leadership — summarising pain, solution, ROI, and next steps. A description of the type of company that would benefit most from your product — including industry, size, revenue, tech stack, and pain points.

Question 35 B2B Sales

What is a "warm introduction"?

Setting prices based on the perceived value to the customer rather than on cost-plus or competitor pricing — common in high-impact B2B solutions. An extension of MEDDIC adding Competition — understanding who else the buyer is evaluating and how you differentiate. A referral from a mutual connection — significantly increases response rates compared to cold outreach (3–5× higher). The average number of days from first contact to closed deal. Shorter cycles improve cash flow and reduce resource consumption.

Question 36 B2B Sales

How should you handle the "It's too expensive" objection?

An initial sales conversation designed to uncover the prospect's pain points, goals, decision process, and whether there is a mutual fit. A model representing the stages a prospect moves through from initial awareness to final purchase, typically narrowing at each stage. The total expected compensation for a salesperson, comprising base salary + variable (commission) when quota is fully achieved. Reframe the conversation around ROI and value rather than cost — show how the investment pays for itself through savings or revenue gains.

Question 37 B2B Sales

What is Customer Lifetime Value (CLV or LTV)?

Day 1: Email + LinkedIn connect · Day 3: Call · Day 5: Email · Day 8: Call + voicemail · Day 12: Breakup email. ~8–12 touches over 2–3 weeks. The process of estimating future revenue based on pipeline data, historical trends, and deal-level analysis. A documented example of how a similar customer achieved measurable results using your product — the most persuasive content type for B2B buyers. The total revenue a business can expect from a single customer account over the entire duration of their relationship.

Question 38 B2B Sales

What is social selling?

A lead that has shown interest through marketing activities (downloaded a whitepaper, attended a webinar) but has not yet been vetted by sales. A funnel describes the buyer's journey (demand perspective); a pipeline describes the seller's stages and activities to move deals forward. Using social media (especially LinkedIn) to find, connect with, and nurture prospects through sharing relevant content and engaging in conversations. Budget: Can they afford it? Authority: Is this the decision-maker? Need: Do they have a problem you solve? Timeline: When will they buy?

Question 39 B2B Sales

What are Implication questions in SPIN selling?

Questions that explore the consequences and impact of the prospect's problem — e.g., "How does this issue affect your team's productivity?" A metric measuring how quickly deals move through the pipeline: (Number of deals × Average deal size × Win rate) ÷ Sales cycle length. A model representing the stages a prospect moves through from initial awareness to final purchase, typically narrowing at each stage. Created by Keenan, it focuses on identifying the gap between the buyer's current state and desired future state, then positioning your solution as the bridge.

Question 40 B2B Sales

What is a sales cadence (sequence)?

Articulating how your solution is different from and better than alternatives — focusing on unique strengths that matter to the buyer. A documented example of how a similar customer achieved measurable results using your product — the most persuasive content type for B2B buyers. A structured series of touchpoints (emails, calls, social messages) over a defined period designed to engage a prospect. Inbound: leads come to you via content, SEO, social media. Outbound: you proactively reach out via cold calls, emails, events.

Question 41 B2B Sales

What is the Challenger Sale model?

A process defines stages and activities (pipeline steps); a methodology provides the philosophy and techniques for executing within those stages. The financial and strategic cost of the buyer doing nothing — e.g., lost revenue, ongoing inefficiency, or competitive disadvantage. Commonly 50/50 to 60/40 (base/variable) for account executives; SDRs often have 70/30. Higher variable rewards strong performers. A methodology identifying five seller profiles; the Challenger — who teaches, tailors, and takes control of the sale — outperforms others, especially in complex B2B deals.

Question 42 B2B Sales

What is an Account Executive (AE)?

Content (case studies, whitepapers, ROI calculators) provides evidence and education, helping buyers build consensus and justify the purchase internally. 1. "It's too expensive" (Price) 2. "We don't have budget" (Budget) 3. "We're happy with our current solution" (Status quo) 4. "I need to talk to my boss" (Authority). A salesperson responsible for managing the full sales cycle — from qualified opportunity through demo, negotiation, and close. A funnel describes the buyer's journey (demand perspective); a pipeline describes the seller's stages and activities to move deals forward.

Question 43 B2B Sales

What is sales cycle length?

The total expected compensation for a salesperson, comprising base salary + variable (commission) when quota is fully achieved. A methodology for ranking leads based on attributes (company size, role) and behaviours (website visits, email opens) to prioritise outreach. The average number of days from first contact to closed deal. Shorter cycles improve cash flow and reduce resource consumption. 1. What challenge are you trying to solve? 2. What's the impact of not solving it? 3. Who else is involved in this decision? 4. What does your timeline look like? 5. What have you tried before?

Question 44 B2B Sales

What is On-Target Earnings (OTE)?

The process of estimating future revenue based on pipeline data, historical trends, and deal-level analysis. The total expected compensation for a salesperson, comprising base salary + variable (commission) when quota is fully achieved. The group of stakeholders involved in a purchase decision — typically including an economic buyer, end users, a champion, and sometimes legal/IT gatekeepers. A funnel describes the buyer's journey (demand perspective); a pipeline describes the seller's stages and activities to move deals forward.

Question 45 B2B Sales

What is the best practice for structuring a B2B product demo?

Setting prices based on the perceived value to the customer rather than on cost-plus or competitor pricing — common in high-impact B2B solutions. 1. Recap discovery findings 2. Show the solution mapped to their pains 3. Quantify the impact 4. Handle questions 5. Agree on next steps. The buyer's existing situation — their problems, processes, and results today — uncovered through deep discovery. Acting as if the prospect has already decided to buy — e.g., "Shall we start the onboarding next Monday or Wednesday?"

Question 46 B2B Sales

What is the "future state" in GAP selling?

The buyer's desired outcomes — what they want to achieve after implementing a solution. Content (case studies, whitepapers, ROI calculators) provides evidence and education, helping buyers build consensus and justify the purchase internally. A metric measuring how quickly deals move through the pipeline: (Number of deals × Average deal size × Win rate) ÷ Sales cycle length. A lead that has been reviewed by the sales team and meets specific criteria indicating they are ready for direct sales engagement.

Question 47 B2B Sales

What is Average Contract Value (ACV)?

A sales team member focused on outbound prospecting and qualifying leads — booking meetings for Account Executives rather than closing deals. A metric measuring how quickly deals move through the pipeline: (Number of deals × Average deal size × Win rate) ÷ Sales cycle length. The average annualised revenue per customer contract, used to size deals and forecast revenue. A one-page internal document summarising competitive intelligence — competitor strengths/weaknesses, differentiators, and talk tracks for each rival.

Question 48 B2B Sales

What is the "negative impact" of a buying committee on deal velocity?

An extension of MEDDIC adding Competition — understanding who else the buyer is evaluating and how you differentiate. The total expected compensation for a salesperson, comprising base salary + variable (commission) when quota is fully achieved. They quantify the economic impact of your solution — e.g., "reduce churn by 15%" — making the business case concrete and compelling. More stakeholders mean more opinions and more internal alignment needed, which increases the sales cycle length. Deals with 6+ stakeholders close at <50% rates.

Question 49 B2B Sales

What is the LAER objection-handling model?

A comprehensive guide containing best practices, talk tracks, objection responses, email templates, and process steps for the sales team. A process defines stages and activities (pipeline steps); a methodology provides the philosophy and techniques for executing within those stages. A provision allowing the company to reclaim commissions if a customer churns or cancels within a defined period after closing. Listen → Acknowledge → Explore → Respond. Ensures you fully understand the objection before addressing it.

Question 50 B2B Sales

What is a buyer persona?

A forecasting method that multiplies each deal's value by its probability of closing based on its stage — giving a more realistic revenue projection. Reframe the conversation around ROI and value rather than cost — show how the investment pays for itself through savings or revenue gains. The person with the final authority and budget to approve the purchase — often a C-level executive or VP. A semi-fictional representation of an individual decision-maker within your ICP — including their role, goals, challenges, and preferred communication channels.