Strong sales strategies begin with understanding.
In this interactive session, small business owners will learn how to approach sales through a human-centered lens and define a strategy that prioritizes empathy and relationships.
Before planning how to execute your sales and marketing, we’ll focus on clarity: Who are you truly serving? What challenges are they navigating? What motivates their decisions?
Participants will explore how to gather qualitative customer feedback, identify themes and behavioral patterns in conversations, and use those insights to inform confident, data-driven decisions.
During this session, you will:
- Gain understanding of the customer journey and common touch points
- Learn how to uncover meaningful signals from customer conversations
- Identify themes that shape buying decisions
- Define and map your Ideal Customer Profile (ICP)
- Align your messaging and outreach with real customer needs
Walk away with:
- A glossary of terms to understand the customer journey
- A clearly defined Ideal Customer Profile
- A template for conducting customer conversations
- A human-centered foundation for your sales and marketing strategy
- A practical, insight-driven approach to business growth
This session was recorded on 4/9/2026