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Master'sBusiness, Management & Technology Policy Applications open

Master’s in Technical B2B Sales and Complex Sales Engineering

Online master's programme of 1,900 hours in technical B2B sales and complex selling engineering. 12 modules covering technical selling, SPIN and MEDDICC, prospecting, bid engineering, customer value, complex negotiation, sales contracts, key account management, sales leadership, sales analytics and international channels, with an assigned technical tutor.

Duration1900 h
ModeOnline
LanguageEnglish
Start datesSet by the faculty
AwardSEIUM Institute diploma
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Learning outcomes

What you will be able to do

01

Analyse the industrial customer's buying process and decision-making unit.

02

Apply complex sales methodologies such as SPIN and MEDDICC.

03

Prepare competitive, risk-controlled technical and commercial bids.

04

Quantify economic value for the customer using ROI and TCO models.

05

Negotiate supply contracts with professional buyers.

06

Manage key accounts and sales teams using performance indicators.

07

Develop channels and international sales for technical products.

Profile

Who it's for

  • Sales engineers.
  • Key account managers in industrial markets.
  • Technical sales directors.
  • Pre-sales managers.
  • Bid managers.
  • Business development managers.
  • Engineering or science graduates seeking to enter the capital goods sector.
Standards & tools

What you'll work with

  • Incoterms 2020 (international trade terms)
  • Vienna Convention – CISG (contracts for the international sale of goods)
  • Regulation (EU) 2022/720 (vertical agreements block exemption)
  • Spanish Law 12/1992 (agency contracts)
  • Spanish Law 9/2017 (public sector contracts)
  • Regulation (EU) 2021/821 (dual-use export controls)
  • ISO 37001:2016 (anti-bribery management systems)
  • Regulation (EU) 2016/679 – GDPR (personal data protection)
  • Salesforce Sales Cloud
  • HubSpot
  • LinkedIn Sales Navigator
  • Salesforce CPQ
  • Gong
Syllabus

12 modules · 1900 h

  1. 1.1Characteristics of complex technical selling
  2. 1.2The buying centre and decision-making unit
  3. 1.3The industrial customer's buying process
  4. 1.4Long cycles and multiple stakeholders
  5. 1.5The role of the sales engineer
  6. 1.6Selling solutions versus products
  7. 1.7Turnkey projects
  8. 1.8Specialisation by vertical market
  9. 1.9Sales ethics and compliance
  10. 1.10Case study: decision map of an industrial customer
  1. 2.1Consultative selling and SPIN Selling
  2. 2.2The Challenger Sale model
  3. 2.3The MEDDICC qualification methodology
  4. 2.4Miller Heiman strategic selling
  5. 2.5Value-based selling
  6. 2.6Opportunity qualification with BANT
  7. 2.7Technical objections and how to handle them
  8. 2.8Team selling and roles
  9. 2.9Choosing a methodology by market
  10. 2.10Workshop: MEDDICC qualification of an opportunity
  1. 3.1Ideal customer profile
  2. 3.2Multichannel prospecting sequences
  3. 3.3Social selling on LinkedIn
  4. 3.4Account-based marketing
  5. 3.5Marketing and sales alignment
  6. 3.6Industrial trade fairs and events
  7. 3.7Customer reference programmes
  8. 3.8Sales intelligence and buying signals
  9. 3.9Prospecting automation
  10. 3.10Practical: prospecting plan for a new segment
  1. 4.1Analysis of requirements and tender specifications
  2. 4.2Technical configuration of the solution
  3. 4.3Pre-sales and proofs of concept
  4. 4.4Costs, margins and contingencies
  5. 4.5Structuring and writing the proposal
  6. 4.6Bid risks
  7. 4.7Public and private tenders
  8. 4.8Bid teams and bid management
  9. 4.9Go/no-go committees and bid reviews
  10. 4.10Case study: proposal for a packaging line
  1. 5.1Quantifying the value delivered
  2. 5.2Return on investment models
  3. 5.3The customer's total cost of ownership
  4. 5.4Joint business case with the customer
  5. 5.5Economic value to the customer (EVC)
  6. 5.6Value-based pricing
  7. 5.7Sales value calculators
  8. 5.8Communicating value to the finance function
  9. 5.9Tracking delivered value
  10. 5.10Lab: ROI calculator for an automation solution
  1. 6.1Preparation and power analysis
  2. 6.2Negotiating with professional purchasing
  3. 6.3Concessions and negotiation packages
  4. 6.4Multi-party negotiation
  5. 6.5Negotiation in intercultural contexts
  6. 6.6Deadlocks and conflict management
  7. 6.7Negotiating framework agreements
  8. 6.8Tactics and counter-tactics
  9. 6.9Closing and commitment
  10. 6.10Workshop: negotiation with a purchasing department
  1. 7.1Supply and service contracts
  2. 7.2General terms and conditions of sale
  3. 7.3Warranties and limitation of liability
  4. 7.4Incoterms 2020 and transfer of risk
  5. 7.5Penalties and service levels
  6. 7.6Intellectual property and licences
  7. 7.7Payment methods and international financing
  8. 7.8Export controls in sales
  9. 7.9Arbitration and dispute resolution
  10. 7.10Practical: review of clauses in a supply contract
  1. 8.1Selecting key accounts
  2. 8.2Strategic account plans
  3. 8.3Relationship maps within the account
  4. 8.4Growth in existing accounts
  5. 8.5Coordinating global accounts
  6. 8.6Executive business reviews
  7. 8.7Account teams and governance
  8. 8.8Risk of account loss
  9. 8.9Account health indicators
  10. 8.10Case study: account plan for an automotive manufacturer
  1. 9.1Territorial and account-based organisation
  2. 9.2Sizing the sales force
  3. 9.3Recruiting and onboarding salespeople
  4. 9.4Sales training and coaching
  5. 9.5Variable pay and incentives
  6. 9.6Sales performance and follow-up
  7. 9.7Sales forecasting
  8. 9.8Pipeline reviews
  9. 9.9Sales enablement
  10. 9.10Practical: compensation plan for a technical sales team
  1. 10.1CRM and funnel management
  2. 10.2CPQ price and quote configurators
  3. 10.3Conversion by funnel stage
  4. 10.4Artificial intelligence in sales
  5. 10.5Conversation intelligence
  6. 10.6Data-driven forecasting
  7. 10.7Sales data quality
  8. 10.8CRM–ERP integration
  9. 10.9Selecting sales tools
  10. 10.10Lab: pipeline dashboard in a CRM
  1. 11.1Commercial internationalisation strategy
  2. 11.2Agents, distributors and subsidiaries
  3. 11.3Agency and distribution contracts
  4. 11.4Channel and partner programmes
  5. 11.5Trade barriers and local certifications
  6. 11.6Selling in emerging markets
  7. 11.7Cultural differences in selling
  8. 11.8Public export support
  9. 11.9Country risk and credit collection
  10. 11.10Case study: selecting a distributor in a new country
  1. 12.1Selecting the market or account for study
  2. 12.2Analysis of the customer and its buying process
  3. 12.3Quantified value proposition
  4. 12.4Sales strategy and methodology
  5. 12.5Design of the technical offer
  6. 12.6Negotiation and contract plan
  7. 12.7Account plan and follow-up
  8. 12.8Projection of sales results
  9. 12.9Master's Thesis report
  10. 12.10Master's Thesis: defence before a panel
Methodology, software & labs

How you'll learn

A 100% online programme on the SEIUM campus, with downloadable material, recorded classes and an assigned technical tutor. There are no fixed timetables: you progress at your own pace within each intake, so the programme fits around your job.

Each module combines theory, guided reading of the original standard and applied exercises. The working software is Salesforce Sales Cloud, HubSpot, LinkedIn Sales Navigator, Salesforce CPQ and Gong, in free, academic or evaluation versions. Exercises are based on real procedures: qualifying opportunities with MEDDICC, preparing a technical and commercial proposal and a simulated negotiation with purchasing. Assessment is continuous by module, plus the final Master's Thesis.

Standards covered: Incoterms 2020, Vienna Convention on Contracts for the International Sale of Goods, Regulation (EU) 2022/720 on vertical agreements, Spanish Law 12/1992 on Agency Contracts, Spanish Law 9/2017 on Public Sector Contracts, Regulation (EU) 2021/821, ISO 37001:2016, Regulation (EU) 2016/679 (GDPR).

Assigned technical tutor:every module ends with a deliverable that your tutor marks individually.
Standards-based learning:guided reading of Incoterms 2020, the Vienna Convention (CISG), Regulation (EU) 2022/720 and Regulation (EU) 2021/821 applied to real cases, not as a theoretical annex.
Industry software:Salesforce Sales Cloud, HubSpot, LinkedIn Sales Navigator, Salesforce CPQ and Gong, in free, academic or evaluation versions.
Master's Thesis with defence:a complete complex-sales strategy for a real market or account, from buying-process analysis to account plan, defended before a panel.
Flexible format:100% online, no fixed timetables, compatible with full-time work.
Capstone project

Build it end to end

Your final project follows the real engineering workflow, step by step, reviewed by your tutor.

Opportunity qualification
Qualify a real opportunity with MEDDICC and map the customer's decision-making unit.
Technical proposal
Prepare a technical and commercial proposal for a packaging line, including costs and risks.
Customer ROI calculator
Build an ROI and TCO calculator that quantifies the value of an automation solution.
Negotiation and account plan
Plan the negotiation with a purchasing department and the strategic account plan.
Master's Thesis
A complex B2B sales strategy for a market or key account, defended before a panel.
Career opportunities

Where this takes you

Sales engineerKey account managerTechnical sales directorPre-sales managerBid managerBusiness development manager
Admissions & scholarships

Requirements

  • University degree in engineering, science or architecture, or equivalent demonstrable professional experience.
  • Internet connection and a computer able to run the programme software.
  • English sufficient to read technical standards.

Ready to start?

Send your application today. Our admissions team replies within 72 hours with your study plan and funding options.

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FAQ

Frequently asked questions

The programme totals 1,900 hours over 12–14 months. You set your own pace within each intake, and your tutor helps you plan the workload around your job.

You work with Salesforce Sales Cloud, HubSpot, LinkedIn Sales Navigator, Salesforce CPQ and Gong, using free, academic or evaluation versions. Your tutor indicates the free alternative wherever one exists.

A SEIUM Institute diploma, awarded on passing the continuous assessment and the Master's Thesis. It is SEIUM's own qualification, not an official state degree; its recognition depends on the programme completed and the regulations of each country.

Yes. Modules passed in a course or postgraduate diploma in the same area are recognised in the higher programme. Ask about the recognition policy when you enrol.

A university degree in engineering, science or architecture, or equivalent professional experience, plus a computer able to run the programme software and English sufficient to read technical standards.

Start dates are set by SEIUM's faculty for each intake. Our admissions team will confirm the next available date when you apply.

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