How should I handle B2B selling if I’m speaking to someone who isn’t making the purchase decision or won’t be taking the course themselves?

First of all, DCA serves B2B (business-to-business) and B2C (business-to-consumer) business models, so you're in good hands. 

There are two key areas to focus on when selling B2B:

1. Adjust your sales timeline and incentives

If you're hosting a webinar and selling to someone who needs approval from a manager, team lead, or finance department, give them more time to make a decision. They may have to run your course through a formal process, and pushing a fast action bonus could create unnecessary pressure. In this case, it’s totally fine to skip the fast action bonus altogether or offer it as a 24-hour incentive rather than something tied to just the webinar duration.

2. Equip your lead with a decision-maker script

Create a short script or talking points your potential student can use to request approval. This should include:

• A brief explanation of the course and who it’s for
• The transformation the course delivers
• How the course aligns with the company or team’s goals
• What’s included (modules, bonuses, support, etc.)
• The pricing and timeline for registration

You want to make it very easy for someone to communicate the value of your course to their internal decision-maker, and when that transformation is clearly laid out, it’s much more likely they’ll get a yes.

This strategy not only helps your prospective student advocate for themselves, but it also shows that you understand their world, which builds trust with B2B buyers.