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

This Session includes a guided, hands-on exercise where participants will build or refine their Ideal Customer Profile using a simple framework and a collaborative whiteboard.

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

What to Bring:

This will be an interactive working session. For the best experience, please join from a laptop or desktop if available and have a few blank 8.5×11 sheets of paper, a Sharpie or bold marker, and access to a phone or camera to upload a photo during the session.

About the Presenters

Darcie Fitzpatrick – Founder / Facilitator-in-Chief, Hey, Facilitator

Darcie is a super curious, human-centered design leader and facilitation expert with a background collaborating in global, cross-functional environments. Over that time, I’ve focused on building things from impactful digital products and services to stronger teams and workplace culture.

You could say she has worn a few hats: user experience lead, transformation consultant, mixed-methods researcher, agile coach, product strategist, user researcher, design director, graphic designer… and today, that work shows up in a couple of ways.

As the Founder of Hey, Facilitator, she helps people-centered organizations align and make decisions. As a Fractional UX/CX Director & Service Designer, she makes sense of ambiguity by strategizing and designing data-driven solutions.

Reasonable accommodation for persons with disabilities will be made if requested at least two weeks in advance. Contact [email protected] or call (206) 324-4330