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180222 - Emotion and Empathy in B2B selling

This event is currently full. However you can register now and get added to a waiting list. You will be notified if spaces become available.
 Registration is closed for this event
Emotion and Empathy in B2B selling
February 22nd, 2018 1:30 AM   through   4:30 PM
Abertay University, The Boardroom
Bell Street
Dundee, DND DD1 1HG
United Kingdom
Mobile: 07539 922495

As part of the Dundee Business week, we have partnered with Dundee Business School and The Sales Coach to bring you an interactive session on Thursday 22nd February at Room 1502, University of Abertay, Bell Street, Dundee, DD1 1HG from 1:30pm for registration with a 2pm start and finishing by 4:30pm.

Emotion and Empathy in B2B selling

Companies are finding it increasingly challenging to differentiate their offerings and establish their USPs. This is due to a variety of factors including technology, instant knowledge transfer and increased global competition, as a result it is now much more about how we sell rather than what we sell.

Customers are becoming ever more demanding and are seeking suppliers who can offer “customer delight”, insights, solutions and a close relationship.  Research shows that even in B2B sales, buyers base their decisions much more on emotion than logic.  At the sharp end of the customer journey, companies who can really engage with their existing and potential customers will reap big rewards.

Sandy McCurdy of Sales Coach Scot will present the knowledge, skills and processes required to achieve customer delight. It will cover the importance of understanding and tackling the emotions of the buyer and how to use empathic/people skills to achieve sales success.

In addition, we will have input from the final year Dundee Business School students on their Innovation for Global Growth workshop.


Sandy McCurdy - Head Coach at The Sales Coach has spent a career in sales and marketing.  His experience spans several major companies such as McCain Foods, Kleenex and Johnston Press.  As well as running his own businesses, Sandy has also worked as a Business Advisor with Business Gateway and Perth & Kinross Council, and been instrumental in introducing selling skills into the Scottish University sector.

Selling is Sandy's passion and he has a wealth of experience in setting up sales training programmes as well as running a variety of sales training workshops for a variety of organisations.  Sandy believes so strongly in the importance of effective selling skills that his ambitious vision is "to make effective selling skills the "must have" for every organisation in Scotland.

Registration is now open - I look forward to welcoming you along.


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