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The starting point here is not the technique of selling, but the psychology underneath it. Over 12 part-time hours, the eCornell module “Understanding the Deeper Need” walks you through why people buy what they buy, and how hidden motivations shape every purchasing decision you will ever encounter. You will learn to look past surface-level objections and spot the underlying drivers that often go unspoken. Expect to work through frameworks that help you ask better questions, listen with genuine intent, and draw out the real problem a customer is trying to solve.
Lessons are structured around practical application rather than abstract theory. You will practice distinguishing stated needs from deeper ones, and you will see how this distinction changes the way you position a product or service. The course also covers how to respond when a customer’s initial request does not match what they actually need. In short, it trains you to think like an investigator, not just a presenter.
This module suits working professionals who already deal with clients, customers, or internal stakeholders in some capacity. Whether you are in sales, account management, business development, or even a role that involves negotiating with vendors, the core skill transfers across contexts. No prior formal training in psychology is required; the material is designed to be accessible to anyone with a few years of professional experience.
Because the course is conducted in English and runs part-time, it fits around a full-time job without much disruption. The fee after subsidies stands at $700, which falls within the $500–$2000 band, and the course reference number TGS-2023038193 confirms it is registered with SkillsFuture Singapore. That said, you should check your own funding eligibility directly with the provider before enrolling, as individual circumstances can affect the final out-of-pocket cost.
By the end of the 12 hours, you will have a sharper instinct for reading between the lines in any conversation about needs. You will likely find yourself using the same questioning habits in meetings, negotiations, and even everyday interactions. It is a compact, focused course — one that rewards learners who come ready to practice, not just listen.