Start hereBenchmark your sales team with OSAT®See how it works A sales-focused training organisation working with hotel groups and commercial teams across Asia, the Middle East, Europe and the Americas.
We exist to make business development people more commercially resourceful, so they can lift their own success and the returns of the businesses they represent.
What started as one trainer's mission has grown into a partner network of hotel groups and commercial teams on four continents. Along the way we built our own tools: the HST® training concepts, the OSAT® and HOSAT® online assessments, and our Sales Mystery Shopping programme.
Our method has stayed the same. We never run an off-the-shelf course. We start with your people and your market, and build from there.
A hotelier turned sales trainer who built aQedina from a single trainer into an international partner network.
Tareq leads programme design and delivers workshops for hotel groups across Asia, the Middle East and Europe. Clients point to the same things: custom content, real-world experience and a follow-through that keeps teams improving.
Most training starts with a course. Ours starts with your people, your clients and your numbers.
We break down the needs of every team member and the business: market position, current skill levels and where growth should come from. OSAT® or HOSAT® gives us the baseline.
We build the programme around what we found. Modules are adjusted, merged or written from scratch. Nothing is off the shelf.
Energetic, interactive workshops with skill discovery, best-practice sharing, role-play and real discussion.
A structured follow-up system that keeps new skills alive and turns them into individual best practice.
Training on its own does not work. Research shows up to 87% of new skills are lost within a month.That is why every aQedina programme includes pre-learning before the workshop and a follow-through system after it.
Salespeople learn to act as advisors, build strong relationships and stand out from the competition. Every workshop combines skill discovery, best-practice sharing, role-play and discussion, all based on a detailed breakdown of each team's needs.
Rate matters, but it is never the only deciding factor. Your sales team's first job is to understand the client's industry, needs, constraints and buying process. That is the foundation of value-based selling, and it is how you stop competing on price alone.
Because a one-off course fades fast. Our pre-learning, workshops and follow-through work together to help people keep what they learn and build it into how they sell, in line with your financial and cultural goals.
More buyers now use professional procurement, in-house or outsourced. These negotiators are measured on the savings they win. Your team needs a clear plan for when and how to engage them.
A selection of workshops and sessions with our partners. Select a photo to see it full size.
Tell us where your sales team is today. We will show you where it could be, and how to get there.