Commercial intelligence in action: training to grow from within

In an increasingly competitive market, differentiation lies not only in product quality, but also in the ability of sales teams to create exceptional experiences. With this in mind, employees from Cifre Cerámica and Zenon Bath & SPC Surfaces have taken part in specialised training in commercial intelligence organised by Grupo Argenta.

The training, delivered by Ramón Fuertes, an executive coach specialising in customer service and sales, is part of the group’s strategic commitment to the continuous development of internal talent. This investment in human capital reflects a business vision that sees training as a fundamental competitive asset.

Key skills for commercial excellence

The training programme is structured around five fundamental pillars that transform the traditional commercial approach:

• Active listening and high-impact questioning: A methodological basis that allows you to accurately identify the customer’s real needs.
• Persuasive communication with a customer focus: Advanced techniques for connecting emotionally with the other person.
• Building trust and sustainable commercial relationships: Strategies for turning one-off transactions into lasting partnerships.
• Empathetic objection handling: Transforming resistance into opportunities for constructive dialogue.
• Strategies for transforming value into results: Specific tools for effectively communicating your unique selling proposition.

Practical approach and immediate results

The methodology prioritises practical application over abstract theory. Participants work with real cases from the ceramics sector, which guarantees the immediate transfer of knowledge to the workplace. This pragmatic approach is based on a clear philosophy: it is not just about selling more, but about selling better and creating memorable experiences that build customer loyalty.

Grupo Argenta’s commitment to specialised training reflects a deep understanding of today’s market. In an industry where innovation and design are key, we believe that commercial capability is the decisive factor in transforming these strengths into a sustainable competitive advantage. In short, this commercial intelligence training is just one example of the approach Grupo Argenta takes to grow from within, with teams that are committed and prepared to lead change. We will continue to promote initiatives that strengthen our capabilities and bring real value to our customers, partners and the ceramic sector as a whole.