Sales in Action: Discovering the Perfect Customer and Winning the Pitch

On August 6, 2025, our participants gathered in Tallinn for a day fully dedicated to mastering the art of sales. The session was led by our content expert Julija Bulgakova, who guided the group through the essentials of defining target audiences, building customer avatars, and choosing effective pricing strategies. Together, participants explored how to align client expectations with value propositions and set prices that ensure both value and sustainability.

The morning continued with an inspiring talk by Olga Ermel, founder of CleanStep – Estonia’s first cleaning service focused on sneakers, trainers, and shoes. Olga shared her candid entrepreneurial story, filled with both achievements and challenges, offering honest insights into launching, managing, and even liquidating a business. Her practical tips and real-life “lifehacks” sparked an engaging discussion among participants.

After lunch, Julija introduced a set of practical tools for analysing five-level sales funnels in both B2C and B2B contexts. Participants also learned about the structure of a sales plan and strategies for handling customer objections effectively.

The day concluded with an energetic sales simulation, where teams competed to achieve the best results. The playful format helped participants apply their new knowledge immediately, and the final reflection session encouraged them to connect key lessons with their own business ideas.

By the end of the day, everyone walked away with new skills, confidence, and a clear roadmap for validating ideas and building sustainable sales strategies.