Day 1 · Win
Building the Winning & Resilient Sales Organization
What happens when professionals have to perform under pressure?
We explore competition, ambition, status, motivation, adaptive behaviour and Winning After Setbacks. In Winning Conversations, participants work on curious diagnosis, building trust, socially adaptive influence, thought leadership and making customer value visible.
Day 2 · Capitalize
Discover the Hidden Competitive Assets
Many companies have more commercial strength than they actually use.
Participants map their Hidden Competitive Assets: experience, expertise, reputation, customer knowledge, data, relationships, internal knowledge and access to external networks.
The central question:
Which knowledge and resources do you already have, and why are you not yet turning them fully into customer value?
Day 3 · Augment
The AI-Augmented Knowledge Broker
AI changes not only what a sales professional can know, but also what they can do with knowledge.
We explore how AI helps to find information faster, recognise patterns, connect expertise, ask better questions and discover new opportunities with customers.
But technology is not the destination.
AI extends our cognitive reach. Human judgement, curiosity, trust and co-creation remain decisive.
The intellectual thread
The sales professional as Knowledge Broker
Experienceexpertiseadaptabilitynetworksco-creationAI
The strong sales professional is not a conduit for information.
They hold searching conversations with customers, learn from every conversation and recognise patterns across customers and markets. They connect that experience with expertise from their own company, knowledge from other silos, external networks and the knowledge of the customer.
That creates something none of those parties had on their own: new knowledge with which new customer value can be created.
AI extends that capability further. It helps to find information, recognise patterns and connect scattered expertise. But human judgement, curiosity, reputation and trust remain the core.
Not passing knowledge on, but gathering it, connecting it and turning it into new value.
Founding Edition
7–10 March 2027
Higuerón, Málaga. Twelve participants at most, admission after a personal intake.