“Effective Sales and Negotiations” – Real Impact Through Practical Export Skills

A training that delivered clarity, tools and confidence

In October 2025, EYBA (Expand Your Business Abroad) and the Estonian Chamber of Commerce and Industry hosted the training “Effective Sales and Negotiations” for food sector companies as part of the (AKIS) Agricultural Knowledge and Innovation System framework.

The program aimed to strengthen companies’ readiness for international markets and improve their export sales and negotiation capabilities.

The training was led by EYBA export mentors. Leila Haugas and Maria Palk, whose approach combines strategic thinking, hands-on practice and motivational leadership.

Leila and Maria guided companies through the essentials of B2B export sales and negotiation strategies that help build real partnerships abroad.

About the training

The three-day training followed EYBA’s learn-by-doing approach.
Participants learned and practised:

• how to select and validate export markets,
• how to approach potential partners and clients,
• how to use LinkedIn and CRM tools for lead generation,
• and how to negotiate across different cultures.

All materials – worksheets, validation templates, and one-pager sales tools – were designed for immediate practical use.

Overall Results

Participant feedback demonstrated outstanding satisfaction:

• Overall training satisfaction: 4.9 / 5
• Trainers’ performance: 5 / 5
• Structure and materials: 4.7 / 5

Most participants confirmed the training significantly improved their understanding of how to enter foreign markets effectively.

Selected comments from participants:

“A great roadmap to get started – clear, motivating and practical.”
– Angelo Maiuri, Gustus Trade OÜ

“Market selection and evaluation gave me a solid base for future export work.”
– Alari, OÜ Siberi Sammar

“Inspiring, full of energy – I now believe everything is possible.”
– Ruta Kallaspoolik, Saaremaa Piimatööstus

“Simple tools like validation tables and the one-pager made everything feel achievable.”
– Kaia Sink, BabyCool OÜ

“Real-life examples of sales situations – exactly what I needed.”
– Margus Aaslaid, Estover OÜ

“A practical, motivating and well-structured session – full of ideas.”
– Inger Udeküll, Ingel Drinks OÜ

Key Strengths Identified by Participants

1. Structure and strategic clarity

Participants highlighted the value of gaining a clear roadmap for export development.

“Clear guidance on where to start and how to move forward.”
Angelo Maiuri, Gustus Trade OÜ

2. Practical tools and immediate implementation

Highly rated elements included:

• market validation tools;
• CRM frameworks;
• LinkedIn sales strategies;
• one-pager sales materials;
• negotiation models;
• email outreach templates.

These were perceived as directly applicable to real business situations.

3. Motivation and confidence

The training not only transferred knowledge but shifted mindsets.

“Inspired, motivated and encouraged to take real action.”
Participant feedback summary

Participants expressed increased confidence to approach international clients and expand their business abroad.

Trainer evaluation

Leila and Maria were broadly praised for their clarity, professionalism and engaging style.

Participants described them as:

• energetic and inspiring;
• highly knowledgeable;
• practical and approachable;
• perfectly complementary as a team.

“Energetic, inspiring and highly professional.”
“Brilliant teamwork – a perfect balance of knowledge and practice.”

Their dynamic presentation style and open communication made even complex topics easy to follow and enjoyable.

Leila Haugas – Export and Sales Mentor, Co-founder of EYBA.
With over 15 years of experience, Leila has guided companies across the U.S., Europe, Asia, and the Middle East, helping them achieve measurable growth and expand to new markets effectively and systematically.

Maria Palk – Marketing and Export Expert, Co-founder of EYBA.
Maria has supported both large and small businesses in building international sales strategies, refining brand communication, and finding B2B clients worldwide. Her approach is practical, clear, and focused on achieving tangible results.

Results and practical impact

All participants reported they gained immediately applicable knowledge:

• practical skills;
• strategic clarity;
• actionable tools;
• renewed confidence.

Many expressed interest in joining EYBA’s follow-up mentorship program to further develop their export strategies.

More information about the training

For full details about the “Effective Sales and Negotiations” course — including agenda, session topics and organizational information — please visit the Estonian Chamber of Commerce and Industry website:
👉 Training “Effective Sales and Negotiations” – Chamber of Commerce & Industry

There you will find:

• detailed program outline,
• dates and format of the training sessions,
• background information about the AKIS-funded initiative.