buyer's blog course overview your instructor faq contact join the waitlist!

What will we cover in The Accidental Buyer's Course?

See the full course outline below!

Note that the specific details and inclusions of each module are subject to change ahead of the May 2026 launch*.  

Why does this course exist?

The Accidental Buyer's Course

  1. PART 1

    2 lessons

    1. Welcome & The Psychology of the Purchase

      1. Lesson 1: Welcome to The Accidental Buyer
      2. Lesson 2: A Quick Note on How This Course Was Made

  2. PART 2

    28 lessons

    1. The Catalyst & Internal Preparation

      1. Lesson 3: Know Thyself — Understanding Your Buyer Persona
      2. Lesson 4: Is It Time to Buy? — The Catalyst
      3. Lesson 5: Requirements Gathering — Needs vs. Wants
      4. Lesson 6: Business Requirements vs. Technical Requirements + The RFP Reality
      5. Lesson 7: Speaking the Language + Your First Vendor Call
      6. Lesson 8: Building Your Internal Buying Committee
      7. Lesson 9: Surviving the IT & Security Black Hole
      8. Lesson 10: Project Management 101 — Timelines & Expectations
      9. Lesson 11: The Dealbreakers — Disqualifying Vendors Early

    2. Knowing the Vendor

      1. Lesson 12: The Vendor's Playbook
      2. Lesson 13: The Players on the Field
      3. Lesson 14: What Sellers Actually Care About
      4. Lesson 15: Decoding Seller Behavior — The Translation Guide
      5. Lesson 16: The Executive Obsession

    3. The Evaluation

      1. Lesson 17: First Impressions Matter
      2. Lesson 18: "Why Can't I Just Get a Damn Demo?"
      3. Lesson 19: Free Trials vs. Proof of Concepts
      4. Lesson 20: Rookie Mistakes + The Power of Transparency
      5. Lesson 21: The Buyer's Wishlist
      6. Lesson 22: Steering Committees & Executive Alignment
      7. Lesson 23: Securing the Bag — Pitching the CFO

    4. Navigating Friction & The Finish Line

      1. Lesson 24: Friction is Your Friend
      2. Lesson 25: The Alphabet Soup of Contracts
      3. Lesson 26: Surviving Legal Review + Common Contract Provisions
      4. Lesson 27: Uncovering Negotiation Levers
      5. Lesson 28: The Vendor's Wishlist — Trading Favors

    5. Beyond the Signature

      1. Lesson 29: The Handoff Reality
      2. Lesson 30: The Inevitable Renewal

  3. PART 3

    3 lessons
    1. Course Completion Quiz
    2. Feedback on The ABC

    1. You Did It!

      1. Lesson 31: You Did It — What Comes Next
Join the waitlist to be notified when registration opens!

You can unsubscribe at any time.

Why does this course exist?


As a software Account Executive, my job is to guide buyers through one of the most complex purchasing processes most of them have never encountered. I have quotas, I have end-of-quarter pressure, and I have sat in on more sales calls than I can count.


And here's what I keep seeing, over and over again: the buyers who struggle most aren't the ones without budget or authority. They are smart, capable, experienced professionals who have simply been handed a project that nobody has trained them for. They don't know why the sales process is structured the way it was. They don't know what is normal, what is negotiable, or what is a red flag. And because they don't have that context, they either move too slowly and lose leverage — or push back in the wrong places and damage relationships that could have worked in their favor.


Nobody has given them the playbook. And that feels wrong to me.


The Accidental Buyer Course exists because of those people. Not to turn buyers into sharks or teach them how to game the process — but to give them the one thing that changes everything: the insider perspective. The view from the other side of the table.


This course is built on a simple belief: that when buyers understand how vendors operate — their process, their pressures, the people involved — the friction that makes software purchasing feel so exhausting largely disappears. What replaces it is something better. Clarity. Confidence. And the kind of productive, honest vendor relationships that produce better deals, better implementations, and better long-term outcomes for everyone involved.


You didn't wake up and choose to run a software evaluation. But you can absolutely own it.

 

Join the Waitlist!