Event report

Training : The Psychology of Selling with Celine Duros

Close more deals buy understanding how people buy.

We had the pleasure to host over two sessions an executive training session on “The Psychology of Selling”, led by sales expert and Stanford SEED trainer Céline Duros. Designed as a highly interactive and practical workshop, the session brought together professionals from diverse sectors to rethink their approach to sales in an evolving business environment.

Moving beyond traditional sales techniques, the training focused on a key mindset shift: customers do not buy products - they buy outcomes. Through real-life examples and hands-on exercises, participants explored how to better understand client needs, structure conversations, and create meaningful connections.

A central theme of the session was the power of storytelling. Rather than focusing solely on product features, participants learned how to frame their offer around impact, value, and real-world results. The training also highlighted the importance of active listening, positioning sales professionals not as sellers, but as problem-solvers.

Another key insight discussed was the role of emotion in decision-making. With a significant share of decisions driven by emotional factors, building trust and connection becomes essential to successful sales interactions.

Finally, the session emphasized that sales is a skill that can be developed. From confidence and communication to structure and preparation, participants were encouraged to continuously refine their approach through practice and feedback.

This first session marks the beginning of a two-part training series, with the next session set to further explore questioning techniques, decision-making processes, and advanced sales strategies.

We thank Céline Duros for her dynamic facilitation, and all participants for their engagement and valuable contributions.