We use cookies to provide you with the best possible service. Using our website without changing your cookie settings means that cookies will be placed on your end device. You can always define the terms for storing or accessing cookies in your browser or service configurations.

Session 3: | September 15th, 2021

Consultative selling in the world of informed clients

How do new consultative selling models generate added value for customers and how can they translate into competitive advantage?

Dr Régis Lemmens

Let’s talk about the future of B2B sales and the inevitable evolving of consultative selling into true partnerships with buyers.

dr Régis Lemmens

założyciel firmy konsultingowej Sales Cubes, wykładowca na uczelniach biznesowych

Sales Cubes

Session description

Today, customers enjoy tremendous access to information, both in B2B and B2C. Despite appearances, it does not mean there is no room for sales and salespeople. Quite the opposite, in the world of information overload, customers find it more and more difficult to make choices. Purchasing processes are becoming easier from a technical perspective, but more challenging and complex in a content-related sense. According to research, the B2B sector sees an increasing number of decision makers, which also makes purchasing processes more difficult.

Sales can be a significant factor in facilitating customer decision-making, so that they achieve their goals and aspirations. However, this will not happen automatically. This requires new competencies of salespeople and new consultative selling models. Uncover the secrets of the next-generation consultative selling that will help you keep winning in the new world of e-commerce!

This session will help you learn:

How does the traditional consultative selling model work and in what ways does it need to change?
What are the key client-side factors and those of consultative selling processes that need to change?
What role does information play in new sales models?
Moving from a communication role to a brokerage and interpretation (sense-making) role: what lies behind it?
Trust in the consultative sales process: what builds it and what destroys it?
What are the common mistakes that can result in losing a client?
What are the main consultative selling models and how to align them to the client type?
What are the new competencies of salespeople required by consultative selling 2.0?

Stay ahead of trends, increase sales, be a step ahead of the competition!

Session 3: Consultative selling


CYCLE Elite Sales Program


Dr Régis Lemmens - SPECIAL GUEST

Dr Régis Lemmens SPECIAL GUEST


Régis Lemmens is the founder of Sales Cubes, a consulting firm which helps sales organizations to innovate and co-create value with their customers. He is a professor in Sales and Sales Management and teaches at business schools in Belgium (Antwerp Management School, Solvay Business School), the Netherlands (Tias Business School) and in the UK (Cranfield School of Management). He holds a Masters in Science degree from Southbank University, a Masters in Business Administration from University of Surrey and a Phd from the Aberdeen Business School. He is also a member of the team of experts at Impulse Brussels (the Brussels Enterprise Agency for starting and experienced entrepreneurs) where he serves as coach for startups to help them to develop and implement their commercial strategies.

Witold Jankowski

Witold Jankowski

President of the Board, ICAN Institute

Lecturer and business practitioner, one of the most experienced strategic consultants in Europe. He is the founder and president of ICAN Institute and also the creator of the "ICAN Management Review" magazine and the co-founder of "MIT Sloan Management Review Polska".

As a propagator of spreading knowledge and continuous development, he initiated many groundbreaking meetings with world authorities in the areas of leadership (including Marshall Goldsmith, Dave Ulrich, Heike Bruch, Daniel L. Shapiro), sales (including Neil Rackham, Andy Zoltners, Jeffrey Gitomer) and innovation (including Andrew McAfee, Hal Gregersen, Alex Osterwalder). He cooperates with the best research and training centers in the world . He is an advocate of the concept of evidence-based management, which is management based only on proven management practices supported by research.

Łukasz Kosuniak

Łukasz Kosuniak


He started his career at Microsoft, where he was responsible for marketing, sales support and the development of partners' competences. Then he created the B2B marketing department at Samsung Electronics Polska from scratch, where he was responsible for the first in Poland and one of the first in Europe implementations of a corporate-class marketing automation system. For several years, he has been running the Grow Consulting consulting company, which helps companies operating in the B2B area in acquiring clients thanks to the use of modern and proven marketing methods. He is the author and co-author of the books: To jest social selling, ABC Marketingu B2B, B2B Marketing Essentials, B2B Marketing, for the Classroom to the Boardroom and the courses Basics of B2B Marketing Strategy and #SocialSellingMaster.

Krzysztof Sobieszek

Krzysztof Sobieszek

Business Transformation Practice Lead

Responsible for business and marketing transformation on behalf of clients of Publicis Groupe Poland. Experienced leader and consultant in the field of digital transformation, marketing strategy, innovation, consumer experience, data management. Spokesman on over 200 top-level conferences and training sessions. He had built experience during work in different segments of marketing and digital market: marketing agencies (Mindshare, Zenith, Publicis Media), digital startups (nk.pl), digital professional association (IAB Poland as a board member), top-level business and marketing education and consulting (ICAN Institute). Passionate about accelerating changes in business and marketing landscape.

Conference programme

09:00 - 10:00
10:00 - 10:05
Welcome & Conference Openning
10:05 - 10:35
Witold Jankowski
Witold Jankowski
How consultative selling is changing: challenges for CEOs, sales managers, and salespeople
10:35 - 10:45
Q&A Session
10:45 - 12:15
Frank Cespedes
Dr Regis Lemmens
Key account selling as a special form of advisory sales: new trends and solutions
12:15 - 12:25
Q&A Session
12:25 - 13:10
Lunch Break
13:10 - 14:10
Bartek Czerwiński
Dr Regis Lemmens
New roles and tasks for consultative selling
14:10 - 14:20
Q&A Session
14:20 - 14:50
Krzysztof Pycia
Łukasz Kosuniak
Integration of B2B sales and marketing in the digital world
14:50 - 15:00
Q&A Session
15:00 - 15:30
Krzysztof Sobieszek
Krzysztof Sobieszek
Consultative selling in the world of digital transformation
15:30 - 15:40
Q&A Session
15:40 - 16:00
Dr Regis Lemmens
Dr Regis Lemmens
Workshop: How to design a Strategic Conversation Guide?
16:00 - 16:10
Q&A Session
16:10 - 16:15
Conference Closing

Media partners