Discovering Buyer Motivation

PROGRAM DESCRIPTION

Join Sales Assembly and Jon Rydberg for Discovering Buyer Motivation, part of the Qualification certification.

This program focuses on how to uncover the real drivers behind buyer action by identifying the business and personal motivations that influence decision-making. Participants will explore how to distinguish between pain, gain, and risk, and better understand the emotional factors that create urgency within a deal.

Designed for revenue teams, this session helps participants move beyond surface-level discovery and instead identify what truly matters to buyers—enabling them to prioritize the right opportunities, build stronger champions, and drive more consistent deal progression.

GENERAL PROGRAM INFO

New for 2026: This program has been developed by one of our Executives-in-Residence (in collaboration with Sales Assembly), meaning new content and takeaways. Even if you’ve completed this program in past years, if you decide to take this program again in 2026 you’ll gain fresh insights and strategies.

The content of this, and all of our programs, is designed around specific elements, frameworks and strategies needed to build proficiency within the skill.

To earn your certification for this skill, you must complete all required live programs and fulfill participation requirements (you must be live on the zoom for at least 40 minutes). Programs can be completed in any order and at your own pace, offering flexibility to fit your schedule.

ADDITIONAL INFO TO KNOW

This program is open to all employees of Sales Assembly member companies. You must be logged into your Sales Assembly account to RSVP for this program. If you need help logging in or need help setting up your account, please email support@salesassembly.com. All registrants of this program comply with our Terms and Conditions.