Stage one
Capture Value
Understand the value you possess, the problems you solve, the opportunities you identify, and the outcomes that matter to the people you serve.
The Business of Selling Protocol
Everybody Sells.
Everybody Sells.
Only a Few Get Paid for It.
An executive experience in commercial intelligence, value articulation and value conversion, for anyone whose success depends on being understood. A sales title is not required.
Limited seats, by design
DateThursday,
28 January 2027
28 January 2027
Access fee₦280,000per participant
Venue
Marriott Hotel,
Ikeja, Lagos
Marriott Hotel,
Ikeja, Lagos
The uncomfortable reality
Having value and being paid for it are two different things.
Lawyers sell counsel. Executives sell decisions. Consultants sell insight. Employees sell competence.
Expertise creates value. Communication is what lets other people see it.
The market rewards the value it can recognise, and rarely the value it has to guess at.
Being good at what you do is the starting point. Being understood is a separate skill.
Everybody is in the business of selling. The question is whether you are following a protocol or leaving the outcome to chance.
The real problem
Capable people can stay under-recognised for reasons that have nothing to do with ability.
These are common challenges, not universal ones. If one of them sounds familiar, you will recognise the gap between being good at what you do and being commercially effective.
The value is hard to put into words
You know your work is good. Explaining why it matters to someone who does not live in your field is harder.
Positioning is vague
When people cannot tell what you stand for, they cannot tell why you are the right choice.
Relevance does not reach the decision-maker
Decision-makers act on what is relevant to them. Technical excellence alone rarely makes that case.
Product knowledge is mistaken for commercial intelligence
Knowing everything about what you offer is different from knowing how value moves through a market.
Expertise does not automatically become demand
Demand follows clarity, timing and trust. It does not arrive on credentials alone.
Outcomes are left to chance
Without a deliberate approach, results depend on who happens to be in the room and how the day goes.
Good work is necessary. It has never been sufficient.
The Business of Selling Protocol
Three stages that take value from what you have to what you earn.
The Protocol is the foundation of the experience. Each stage builds on the one before it.
Stage two
Articulate Value
Learn to express that value with clarity, relevance, authority and persuasive precision, so that others can understand why it matters.
Stage three
Convert Value
Understand how to turn communicated value into commercial conversations, opportunities, decisions, relationships and revenue.
Capture it. Articulate it. Convert it.
The Protocol is a conceptual framework for thinking about value in the marketplace. It is not a claim of scientific validation.
What makes this different
A commercially focused executive experience, not a sales seminar.
1The psychology of selling
2The philosophy of value exchange
3Commercial intelligence
4Strategic communication
5Value positioning
6Professional influence
7Marketplace relevance
8The link between expertise and commercial outcomes
The Business of Selling brings eight areas of thinking into one room. The principles apply across professions, industries and business models.
Who should be in the room
If your success depends on being understood, this is for you.
You do not need a sales title to benefit from understanding the business of selling. You need something of value to contribute to the world.
Sales Leaders
For professionals responsible for sales performance, commercial growth and revenue outcomes.
Entrepreneurs and Business Owners
For people who must make the value of their products, services and ideas understood.
Executives and Corporate Professionals
For people who need to influence decisions, communicate strategic value and increase professional relevance.
Lawyers, Consultants and Experts
For people whose expertise must be understood and valued by clients and decision-makers.
Ambitious Professionals
For people who want to develop stronger commercial awareness and become more effective at expressing their value.
What you stand to gain
Sharper commercial thinking you can apply on Monday.
A stronger understanding of commercial intelligence
Greater clarity about the value you bring to the marketplace
More effective ways to articulate that value
A sharper perspective on positioning and relevance
A better understanding of how value moves towards commercial outcomes
Principles you can apply to sales, leadership, business development and professional advancement
These are learning objectives. They describe what the experience is designed to help you develop. They are not guarantees of income or financial results.
Your host
Coach Peter-Stanley Ugbeda
The Growth Architect
Coach Peter-Stanley Ugbeda hosts and facilitates The Business of Selling. His work centres on growth, commercial thinking, value creation and professional development, with experience across sales coaching, real estate consulting, leadership, people development and business development.
He brings that practical range to a single question: how does the value a person holds become value the market recognises?
The investment
An investment in the way you think about, and convert, your value.
One day with a single focus: building the commercial thinking that turns expertise into outcomes.
- Date
- Thursday, 28 January 2027
- Venue
- Marriott Hotel, Ikeja, Lagos
- Hosted by
- Lifestyle Temple
- Availability
- Limited seats
Access fee, per participant
₦280,000
Secure Your SeatRegistration will guide you through your next steps.
Questions
Frequently asked questions
It is an executive business experience on the psychology, philosophy and commercial intelligence of selling. It explores how people capture the value they hold, articulate it clearly, and convert it into commercial outcomes.
No. Sales leaders are welcome, and so are entrepreneurs, executives, lawyers, consultants, real estate professionals and ambitious professionals. Anyone whose success depends on communicating and converting value belongs here.
Owners and executives sell every day: ideas to boards, vision to teams, solutions to customers, decisions to stakeholders. The experience offers a sharper way to think about positioning, influence and the route from value to revenue.
It is the three-stage framework at the centre of the experience: Capture Value, Articulate Value and Convert Value. It describes how value moves from what you hold to what the marketplace recognises and rewards.
Thursday, 28 January 2027, at the Marriott Hotel, Ikeja, Lagos, Nigeria. Start and end times to be confirmed
The access fee is ₦280,000 per participant. Accepted payment methods and invoicing details to be confirmed
Select "Secure Your Seat" anywhere on this page. The registration process will guide you through your next steps. Cancellation and transfer policy to be confirmed
Yes. The experience is exclusive and capacity is limited. Total number of seats to be confirmed before publishing, if it will be stated
Yes. It is designed for people from many professions. If you have expertise, ideas or services that other people need to understand and value, the principles apply to you.
The Business of Selling Protocol
Everybody sells. Only a few get paid because they follow the protocol.
Your Value Is Only the Beginning. Learn the Protocol.
The ability to capture, articulate and convert value matters to anyone who wants to be more commercially effective. Take a seat in the room.
Secure Your Seat for 28 January 2027