Sales & Marketing · IWG Institute · Courses

    English for Sales & Marketing. Language That Closes Deals.

    IWG Institute's English for Sales & Marketing is a practical communication training designed for sales and marketing professionals working in international or multilingual business environments. The program is fully tailored to the company's context and the participant's actual sales and marketing communication situations. It covers the moments that matter: pitching to international clients, handling objections, writing persuasive proposals, leading product presentations, and collaborating on marketing campaigns across languages. Available as B2B group training, 1:1 coaching, or onsite programs at the company's premises, including Helsinki, Espoo, Tampere, Turku, Oulu, Jyväskylä, Vaasa, Kuopio, Lahti, or fully online.

    Available in: English 🇬🇧
    45+
    Years of experience
    4.9/5
    Coach rating
    3
    Delivery formats
    The challenge

    Why strong salespeople lose deals in English

    IWG Institute's English for Sales & Marketing program is a practical communication training designed for sales and marketing professionals working in international business environments. The program focuses on the real communication situations they face every day: pitching products and services, negotiating terms, handling objections, writing compelling proposals, and briefing international marketing partners. Training is available as B2B group programs, 1:1 coaching, online, onsite or in a hybrid mode.

    Sales and marketing are disciplines where language is the product. Every word in a pitch, a proposal, or a campaign brief either builds trust and moves the deal forward — or it doesn't. For professionals working in English as a second language, this creates a specific challenge: deep product knowledge, sharp commercial instincts, and genuine client relationships that don't fully come through when the conversation moves into English: the hesitation in a presentation; the email that doesn't land as intended; the negotiation where confidence isn't quite there.

    Generic business English training doesn't solve this. It teaches meeting language and email phrases. IWG Institute's English for Sales & Marketing is built around the specific communication situations that sales and marketing professionals face every day: the vocabulary, the structures, and the confidence to persuade, negotiate, and inspire action in English as effectively as in any other language.

    • Pitching products, services, and solutions to international clients and decision-makers
    • Handling objections and difficult questions in English with composure and clarity
    • Negotiating terms, pricing, and agreements with international partners and clients
    • Writing proposals, tenders, and commercial emails that are persuasive and professional
    • Presenting marketing campaigns, strategies, and results to internal and external stakeholders
    • Collaborating with international marketing teams, agencies, and creative partners
    Program structure

    What the program covers

    MODULE 1
    Client Communication & Pitching
    Build the language to present products, services, and solutions persuasively to international clients and decision-makers — structuring arguments clearly, tailoring the message to the audience, and closing with confidence.
    MODULE 2
    Negotiation & Objection Handling
    Develop the confidence to negotiate terms, pricing, and agreements in English — responding to pushback professionally, managing difficult conversations, and reaching outcomes without losing the relationship.
    MODULE 3
    Marketing Communication & Campaign Collaboration
    Practise the language of marketing: briefing creative teams and agencies, presenting campaign strategies and results, discussing brand positioning, and writing copy and briefs that travel across cultures.
    MODULE 4
    Written Sales & Marketing Communication
    Write proposals, tenders, follow-up emails, and marketing copy that are clear, persuasive, and professionally structured — for audiences ranging from procurement teams to C-suite decision-makers.

    Training is based on real sales and marketing scenarios from the participant's work environment. Each program is customised to the organisation's industry, sales cycle, and specific communication challenges.

    Who it's for

    Sales and marketing professionals working in international environments

    Sales representatives & account managers
    Business development & key account professionals
    Marketing managers & specialists
    Brand & campaign managers
    Product marketing & communications professionals
    Sales and marketing teams working with international clients and partners

    This program is designed for sales and marketing professionals who already understand English but want to communicate with greater persuasiveness, precision, and confidence — in client meetings, presentations, negotiations, and written commercial communication with international audiences.

    See also: Sales and Marketing Communication — our broader program for commercial communication across all languagesLooking for broader business communication training? See our English for Business Communication program, covering meetings, negotiations and professional communication across all corporate functions.See also: English for Finance & Accounting — for commercial teams who present financial results, budgets, and business cases to international stakeholders
    Outcomes

    What participants walk away with

    Confidence to pitch products and services to international clients clearly and persuasively
    Language to negotiate terms and handle objections in English with composure and authority
    The ability to present marketing strategies, campaigns, and results to any stakeholder audience
    Written communication skills for proposals, briefs, and commercial emails that win business
    Stronger collaboration with international marketing teams, agencies, and commercial partners
    A professional communication style that builds trust, credibility, and lasting client relationships
    Delivery

    Flexible to fit your team

    B2B Team Training

    Tailored group training for your sales or marketing team. Content and scenarios are customised to your industry, sales cycle, and the specific client and campaign communication situations your team faces.

    1:1 Coaching

    Intensive individual coaching for account managers, business development leads, or marketing managers preparing for international client responsibilities or senior stakeholder presentations.

    Online, onsite or hybrid programs

    Available online for sales and marketing teams across Finland and internationally. Onsite programs at the company's premises, including Helsinki, Espoo, Tampere, Turku, Oulu, Jyväskylä, Lahti, Kuopio, Vaasa.

    FAQ

    Frequently asked questions

    Who is this program designed for?+
    This program is designed for sales and marketing professionals who use English in their work — in client meetings, pitches, negotiations, campaign briefings, or collaboration with international partners — and want to do so with greater clarity, persuasiveness, and confidence. Typical participants include sales representatives, account managers, business development professionals, marketing managers, brand specialists, and product marketing professionals working in international business environments.
    What level of English do participants need?+
    Participants should have a working level of English — roughly A2 or above on the CEFR scale. The program is not a beginner course. It is designed for sales and marketing professionals who already function in English but want to communicate more persuasively, handle commercial situations with greater confidence, and write more professionally. Participants who are unsure of their level can contact IWG Institute for a brief assessment call before enrolling.
    How is the program structured?+
    The program is delivered in sessions spaced to allow participants to apply learning between each one — reinforcement between sessions is a key part of how communication skills become habits. The number of sessions and schedule are agreed with the client organisation to fit the team's working patterns and sales or campaign cycles. Sessions can be delivered in-person, online, or in a hybrid format.
    Does the program cover sales and marketing terminology and vocabulary?+
    Yes. Training includes the terminology and communication language used in sales and marketing environments — pitching, negotiation, objection handling, proposal writing, campaign briefing, brand communication, and stakeholder reporting. Content is customised to the organisation's specific industry, product or service portfolio, and client environment rather than generic textbook vocabulary.
    Is training available online or only in Helsinki?+
    Training is available both in person and fully online via video platform. In-person training is available at the company's premises, including Helsinki, Espoo, Tampere, Turku, Oulu, Pori, Jyväskylä, Lahti, Kuopio, and Vaasa. Online delivery is identical in quality to in-person training. For sales and marketing teams spread across multiple locations or regions, online or hybrid delivery is often the most practical format.
    Can the program be customised for our industry and sales environment?+
    Yes. All B2B programs are customised to the client's industry, product or service context, sales cycle, and the specific commercial communication challenges the team faces. Before the program begins, IWG Institute conducts a needs assessment to understand what sales and marketing communication situations participants encounter most often and what outcomes matter most. The scenarios and language focus are built around your specific commercial environment.
    How do I get a quote for my team?+
    Contact Maria Kunz, Director of Studies, directly at +358 40 5877 142 or via the contact form on this website. She will arrange a brief discovery call to understand your team's needs, the number of participants, and your preferred schedule and format. A tailored proposal is typically delivered within 3–5 working days. There is no obligation, and the initial consultation is free.

    Interested in English for Sales & Marketing training?

    Language training is not the goal. Professional impact is.

    Get in Touch →

    Maria Kunz · Director of Studies · +358 40 5877 142 · iwginstitute.com