John Wiley & Sons

How Clients Buy

John Wiley & Sons

How Clients Buy

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Gain insight into a topic and learn the fundamentals.
Beginner level

Recommended experience

1 week to complete
at 10 hours a week
Flexible schedule
Learn at your own pace
Gain insight into a topic and learn the fundamentals.
Beginner level

Recommended experience

1 week to complete
at 10 hours a week
Flexible schedule
Learn at your own pace

What you'll learn

  • Reframe business development around how clients make decisions

  • Build awareness and positioning in competitive professional markets

  • Communicate service value with clarity and relevance

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Recently updated!

September 2026

Assessments

20 assignments

Taught in English

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There are 19 modules in this course

This module explores the decision-making processes of clients in professional services, covering buying patterns, acquisition strategies, and delivery models to improve market alignment and service effectiveness.

What's included

1 video2 readings1 assignment

This module explores the dynamics of leadership in high-pressure situations, the recruitment strategies of top consulting firms, and the critical thinking skills required for effective decision-making in professional environments. Learners will gain insights into how professionals navigate complex challenges and build successful careers.

What's included

1 video3 readings1 assignment

This module explores the unique challenges of selling professional services, focusing on the concept of credence goods and the critical role of trust in client decision-making. It examines how information asymmetry affects professional service delivery and highlights strategies for building client confidence. Learners will gain insights into the psychological and economic factors that influence trust in expert services.

What's included

1 video2 readings1 assignment

This module explores historical and practical approaches to professional development, focusing on mentorship, client acquisition, and the evolution of credentialing for service providers. Learners will gain insight into the gaps in traditional business education and how to navigate them effectively.

What's included

1 video2 readings1 assignment

This module explores the psychological aspects of sales and helps learners understand why people resist selling. It covers customer motivation analysis and strategies to overcome self-doubt in professional services. Learners will gain practical insights into redefining their role as the product in sales interactions.

What's included

1 video3 readings1 assignment

This module explores the transformation of legal service models through the lens of Bates and O'Steen's innovative approach, examining how their methods challenged traditional norms and influenced the legal profession. Learners will analyze the impact of these changes on access to legal support and the role of technology in professional services.

What's included

1 video3 readings1 assignment

This module explores common sales misconceptions and their impact on consulting practices. Learners will analyze traditional training flaws and understand the importance of unlearning false beliefs to enhance client relationships. It provides insights into how cultural perceptions shape sales approaches.

What's included

1 video2 readings1 assignment

This module explores the fundamentals of professional selling through relationship-building, client problem-solving, and ethical business development strategies. Learners will gain insights into shifting from a sales mindset to a client-centered approach, focusing on genuine engagement and value creation.

What's included

1 video2 readings1 assignment

This module explores strategies for building brand awareness and visibility in commercial contexts. It covers practical approaches such as audience targeting, self-promotion, and effective communication techniques. Learners will gain insights into how to introduce themselves and their services in competitive markets.

What's included

1 video4 readings1 assignment

This module focuses on defining a firm's value proposition, identifying target clients, and creating clear messaging to enhance client understanding and differentiate from competitors. Learners will explore strategies for effective communication and positioning in the marketplace.

What's included

1 video4 readings1 assignment

This module explores strategies for assessing client relevance and impact, focusing on how to build long-term business relationships through effective communication and strategic alignment. Learners will examine real-world scenarios that highlight the importance of understanding client needs and delivering meaningful value.

What's included

1 video3 readings1 assignment

This module explores the importance of professional credibility and respect in building client trust. It covers how to establish legitimacy, demonstrate capability, and present a reliable team to potential clients. Learners will gain insights into the key factors that influence client decisions.

What's included

1 video4 readings1 assignment

This module explores the importance of trust, camaraderie, and ethical decision-making in high-stress environments, particularly within military and client-service contexts. Learners will examine how trust influences group cohesion and performance, and how professionals can navigate moral gray areas while maintaining integrity.

What's included

1 video3 readings1 assignment

This module explores strategies for identifying and engaging with key stakeholders, building meaningful relationships, and using targeted outreach to secure business opportunities. Learners will gain insights into effective networking, client targeting, and the importance of aligning with the right organizations. It also covers the nuances of return on investment and how to evaluate opportunities effectively.

What's included

1 video3 readings1 assignment

This module explores how external and internal factors influence client interactions and organizational decisions. It covers the impact of timing, leadership changes, and external events on engagement and outcomes. Learners will gain strategies to navigate challenges in client relationships effectively.

What's included

1 video2 readings1 assignment

This module explores the seven elements of client buying behavior, focusing on how to diagnose and improve business development strategies through empathy, MECE principles, and strategic alignment. Learners will gain insights into evaluating their own practices and identifying areas for growth. The content provides practical tools for enhancing client relationships and decision-making in professional settings.

What's included

1 video3 readings1 assignment

This module covers essential strategies for business development, personal branding, and client engagement. It emphasizes the importance of networking and developing a unique professional style. Learners will gain insights into building sustainable professional relationships and advancing their careers.

What's included

1 video3 readings1 assignment

This module explores how local relationships and community connections continue to shape global business strategies. It examines historical trade networks and their impact on modern networking and client engagement. Learners will gain insights into navigating the balance between global operations and local interactions.

What's included

1 video2 readings1 assignment

This module explores the role of expertise in solving global challenges, emphasizing the importance of professional responsibility and organizational support in addressing complex issues. It examines historical contexts of global threats and how modern systems can be improved through structured learning and strategic thinking.

What's included

1 video3 readings2 assignments

Instructor

Wiley Skills Network
John Wiley & Sons
218 Courses21,933 learners

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