OFFICES
Via G. Leopardi, 19 – 20123 Milano (MI)
Galleria del Commercio, 6 – 62100 Macerata (MC)
19 SEPTEMBER 2025
MILAN AND ONLINE
International authority in the field of science applied to sales
Co-founder of the Commercial Excellence Lab of Bocconi University, the first Italian knowledge center on commercial excellence
One of the 50 top international experts in the field of sales
THE MOST IMPORTANT EVENT IN ITALY DEDICATED TO SALES
In an increasingly competitive and advanced business context, finding new potential clients is not enough; it is necessary to turn them into real opportunities.
To sell more, you need to sell better. Selling better today means learning to sell the way customers need to buy, without compromising either the price or the value of what we offer.
At the Sales Forum, together with leading international sales experts, we will delve into a comprehensive methodology based on neuroscience to build a sales process that is functional for the client and effective for the company, strengthen the skills of sales teams by correcting behaviors that hinder goal achievement, and increase the quality and volume of sales in the long term.
An entire day dedicated to acquiring advanced knowledge of sales strategies, engaging with hundreds of sales directors, commercial directors, entrepreneurs, and industry professionals, networking, and enhancing the commercial effectiveness of your team or company.
ATTENDEES
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COMPANIES
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SPEAKERS
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ONLINE ATTENDEES
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SPEAKERS
DAVID
HOFFELD
An international authority in the field of applied sales sciences.
Based on neuroscience, studies in social psychology and behavioral economics, he has developed a methodology to increase sales in a scientific and predictable way.
CEO and Chief Sales Trainer of Hoffeld Group, one of the most innovative sales consulting firms globally, he regularly shares his insights with Fortune 500 organizations and companies, as well as at world-renowned academic institutions, including Harvard Business School.
His studies are cited by major international media outlets, including Fortune, Wall Street Journal, Fast Company, Harvard Business Review, and Forbes.
Author of Sell More With Science, his groundbreaking bestseller The Science of Selling, translated into multiple languages, has been described by HubSpot as “one of the twenty best sales books of all time” and is considered an indispensable resource for training individuals and entire teams to create and implement highly effective and replicable sales strategies.
MARK
HUNTER
Consultant and sales trainer, he is recognized as one of the 50 leading experts in the field of sales at an international level.
Specialized in high-profit sales strategies, he has developed a sales and prospecting methodology that is now used by salespeople and companies worldwide.
He has held sales and leadership roles in various Fortune 200 companies, managing teams ranging from 200 to 900 members. Today, through his company, The Sales Hunter, he trains thousands of companies and sales professionals globally. His client list includes British Petroleum, Mercedes, Kawasaki, Mattel Toys, and Unilever, among others.
His bestsellers, including High-Profit Prospecting and High-Profit Selling, are considered essential reading in the field of B2B sales. Recognized in The Top 30 Global Gurus Sales, he is an international authority on prospecting, optimizing sales techniques, and maximizing profits.
PAOLA
CAIOZZO
Co-founder of the Commercial Excellence Lab at Bocconi University, the first Italian knowledge center dedicated to commercial excellence.
Through the Lab, she promotes research and the development of commercial skills necessary to improve the performance of individuals and organizations, while increasing the professionalization of the sales industry.
CORE Faculty in Leadership and Organization Behaviour at SDA Bocconi School of Management, she teaches courses in Personal Selling and the Master in Marketing and Communication.
Scientific Director of numerous programs dedicated to executives from international companies and organizations, her research focuses on sales management, sales transformation, and sales skills.
She is the author of books and numerous industry publications, as well as a coach and managerial consultant for many top executives.
WHO IS THE SALES FORUM FOR
Sales Director | Sales Manager | Chief Commercial Officer | Account Manager | Business Developer | Inside Sales Specialist | Managing Director | Sales Consultant | Customer Success Manager | Data Scientist
MAIN TOPICS
DAVID HOFFELD
The science of sales
The complete strategy to increase sales and revenue in a predictable way
MARK HUNTER
SELLING WITH MAXIMUM PROFIT
The method to close every sale with maximum profit, defusing price objections
PAOLA CAIOZZO
MANAGING SALES
The model to correct dysfunctional behaviors and improve sales performance
- The dynamics of perception formation and how to use them as levers to interact effectively with clients.
- Aligning with the client’s decision-making process to make the right proposal at the right time.
- Building a personalized sales process to generate trust and foster loyalty.
- Prevent price negotiations and communicate value, without compromising profit margins.
- Use the value equation to identify the perfect match between product benefits and prospect needs.
- Turn price increases into perceived value enhancements and improve sales performance.
- What are the most unproductive practices and habits that hinder the achievement of goals.
-
How to diagnose counterproductive habits and quickly correct them within sales teams.
- The 7 essential skills for sales excellence and how to implement them systematically.
DAVID HOFFELD
The science of sales
The complete strategy to increase sales and revenue in a predictable way
- The dynamics of perception formation and how to use them as levers to interact effectively with clients.
- Aligning with the client’s decision-making process to make the right proposal at the right time.
- Building a personalized sales process to generate trust and foster loyalty.
MARK HUNTER
SELLING WITH MAXIMUM PROFIT
The method to close every sale with maximum profit, defusing price objections
- Prevent price negotiations and communicate value, without compromising profit margins.
- Use the value equation to identify the perfect match between product benefits and prospect needs.
- Turn price increases into perceived value enhancements and improve sales performance.
PAOLA CAIOZZO
MANAGING SALES
The model to correct dysfunctional behaviors and improve sales performance
- What are the most unproductive practices and habits that hinder the achievement of goals.
-
How to diagnose counterproductive habits and quickly correct them within sales teams.
- The 7 essential skills for sales excellence and how to implement them systematically.
AGENDA
9:30 - 11:00
DAVID HOFFELD
The science of sales
11:00 - 11:30
Networking BREAK
11:30 - 13:00
DAVID HOFFELD
The science of sales
13:00 - 14:30
Networking LUNCH
14:30 - 15:45
PAOLA CAIOZZO
Manage sales
15:45 - 16:15
Networking BREAK
16:15 - 17:30
MARK HUNTER
Defuse price objections
TICKETS
Discover the promotional offer valid until 5:00 PM on AUGUST 1
The event can be fully financed through the main Interprofessional Funds
LIMITED SEATS AVAILABLE FOR THIS PROMOTION
SOLO 13 POSTI
DISPONIBILI
LIVE
Suite
- Numbered seat in the first rows
- Simultaneous translation
- Executive Report
- Certificate of participation
- Watch On Demand for 30 days
- Networking lunch & coffee break in private area
- Priority registration desk
- Priority for photos with speakers
3 TICKETS 5%
5 TICKETS 10%
10 TICKETS 15%
LIVE
Business
- Seat in business area
- Simultaneous translation
- Executive Report
- Certificate of participation
- Watch On Demand for 30 days
- Networking lunch & coffee break in private area
- Priority registration desk
- Priority for photos with speakers
3 TICKETS 5%
5 TICKETS 10%
10 TICKETS 15%
ONLINE
Streaming
- Access to live streaming event
- Simultaneous translation
- Executive Report
- Certificate of participation
- Watch On Demand for 30 days
- Networking lunch & coffee break in private area
- Priority registration desk
- Priority for photos with speakers
3 TICKETS 5%
5 TICKETS 10%
10 TICKETS 15%
REGISTER NOW
AND ENJOY
THE BENEFITS
THE EARLIER YOU BOOK,
THE MORE YOU SAVE
Thanks to our early booking policy, by registering in advance, you can save up to 40% on the ticket price.
NEVER LOSE YOUR CREDIT
Your credit is always guaranteed. If you find you can’t attend, you can have someone else take your place or participate in another event within the next 12 months.
REQUEST INFORMATION
Enter your details to get contacted by our team, who will answer all your questions and prepare you a personalized offer.
The entire training initiative can be financed through the main Interprofessional Funds.
For further information write to:
salesforum@performancestrategies.it
or call the Toll-free Number from Italy
WHERE
AND WHEN
HOW TO GET THERE
Reserved offers for those traveling with trenitalia to/from Milan
Thanks to the partnership with Trenitalia, for your trip to Milan you can get a discount of up to 75% on tickets for Frecciarossa, Frecciargento, Frecciabianca trains and a discount of up to 80% for Intercity and Intercity Notte trains.
- Select your one-way or round-trip train to Milan on the Trenitalia website or App.
- Click on the SEE OTHER OFFERS button and select the offer SPECIALE EVENTI.
- Enter the code PS2025 and proceed with the booking.
NB: To take advantage of the offer, it is necessary to show the controller the event invitation email, which serves as an entry ticket. Promotion validity dates: Outbound September 16 – 19; Return September 18 – 20.
Reservation changes, ticket changes, and refunds are not allowed.
Buy your train ticket on trenitalia.com
partner
Thanks to the partners who have been with us in the previous edition
MAIN SPONSOR
SPONSOR
PARTNER
COMMUNICATIONS PARTNER
ACADEMIC PARTNER
Official green carrier
OFFICIAL BAG
OFFICIAL COFFEE
MAIN MEDIA PARTNER
OFFICIAL LOUNGE
URBAN MEDIA PARTNER
OFFICIAL LANGUAGE SERVICES
OFFICIAL APP
OFFICIAL MERCHANDISING
OFFICIAL BOOKSTORE
TECHNICAL PARTNER
ASSOCIATION PARTNER
MEDIA PARTNER
The Sales Forum is a high-impact event capable of attracting thousands of managers, executives, CEOs and decision makers: the perfect place to open up new business opportunities and relationships.
SOME OF THE SPEAKERS FROM PREVIOUS EDITIONS
FAQS
What does registration for the Sales Forum consist of?
The Sales Forum will be held in person in Milan and, at the same time, in live streaming.
Registration consists of filling in an online form (time required 2 minutes) and paying the fee by bank transfer, PayPal or credit card. For full details – without obligation – on how to attend and register, please write at:
salesforum@performancestrategies.it
Where and when will the event be held?
The Sales Forum will be held on 19 September 2025 at the Una Hotels Expo Fiera, via Keplero 12, Pero (MI).
Before the event you will receive an email with special discounted rates for participants to book accommodation.
Lunch on both days is included in the participation fee.
How can I join the live streaming event?
To join the streaming, simply purchase a ticket and connect on the day of the event by following the instructions that we’ll send to the email address provided at registration.
Streaming is available from any device. For the best experience and to participate in the networking, we recommend that you connect from your desktop, laptop, or tablet device.
In the days following the live streaming, we will notify you by email when the recording of the entire event will be available in the On Demand Area: you will be able to watch it whenever you want for 30 days.
Can the event be financed by interprofessional funds?
Absolutely. It is possible to use interprofessional funds to finance participation in our events, either by using your own training account or through the tender/bidding procedures and training vouchers.
Will there be a translation service?
Whether you are attending live or streaming, you will have access to simultaneous English/Italian translation.
Can I interact with the speakers?
Of course, you can. During the event, either live in Milan or via live streaming, it will be possible to send questions to the speakers.
Will I receive follow-up materials after the event?
In the days following the Sales Forum, you will receive follow-up materials including a detailed Executive Report of all speeches and the Mind Maps to help you process the contents and share them within your team or company.
What happens if I register and cannot attend?
If you are unable to attend, by notifying us at info@performancestrategies.it, at least 15 days before the event, you have the following options:
- have yourself replaced by someone else;
- attend one of the events in the following 12 months;
- choose to follow the event in streaming and request the activation of your access link.
What happens if I register and the event cannot take place due to force majeure?
Your credit is always guaranteed: if the live event cannot be held due to a restrictive government measure, you will be able to enjoy the event via live streaming or keep your credit for a future event of the same value.
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