The sales process is the culmination of marketing activity and can often not work as planned due to our approaches or how we address the situation.

Join us to discover more about cognitive biases that often occur during the sales process and how these can be addressed.

The marketing team might support the sales team with pre-pitch materials, a detailed briefing yet sometimes it all goes wrong. This webinar addresses the cognitive biases often present in the commercial negotiations, that we may not be aware of, as well as how to avoid them in the future.

We will look at common cognitive biases, some of which you may recognise. We will explore how marketing and sales professionals can manage these biases to better create and capture value.

Attending this webinar will give you:

  • Enhanced awareness of the biases that undermine optimal outcomes and negotiation
  • Proven techniques to minimise bias and preconceptions
  • Approaches to reduce the impact of the anchoring bias



Dr Javier Marcos is Associate Professor of Strategic Sales Management and Negotiation at Cranfield School of Management.  He has more than 20 years of experience working in academia, consultancy and in multinational corporations.

Who is it for?

This webinar is open to marketing and commercial directors, senior and aspiring marketing professionals and those in management roles who are curious about marketing and keen to enhance or share their own practice.


Register via Eventbrite