Trainings and workshops

Skills that stick, and enthusiasm that is contagious.

Practical commercial trainings for life sciences, biotech and diagnostics teams. Built around your own cases, with plenty of practice, so participants can apply it the very next day.

Discuss your training needs View programmes

The approach

Learning by doing

  • Your own cases

    Participants bring real situations from their own work, so every exercise fits your products and customers.

  • Practice, practice, practice

    Frameworks give structure; exercises and simulations make it stick.

  • Managers involved

    Managers play a role before and after the training, so the impact lasts long after the sessions end.

Michelle Meijer celebrating with a training group

Programmes

A selection of my trainings, always in a practical style

01

Sales conversations: from contact to contract

The foundation of every commercial role. You learn the phases and structure of a sales conversation and practise them in realistic role plays, from opening to closing the deal.

For
Junior commercial roles, inside sales, customer support, and technical or application specialists who join customer conversations
Duration
1.5 to 2 days
What you will learn
  • Prepare and structure sales conversations
  • Listen actively and present with impact
  • Build trust and earn "the right to proceed"
  • Secure follow-up appointments with customers
  • Work systematically towards closing the deal

02

Strategic Selling

For complex opportunities with multiple decision makers. You learn to map all buying influences, understand what each of them wants to achieve, and build a plan to win the deal. Built on proven strategic selling principles and tailored to your opportunities.

For
Senior account managers, business development managers, sales managers and senior application managers
Duration
2 days, optionally with follow-up sessions
What you will learn
  • Define the sales opportunity precisely
  • Identify the buying influences and how to approach them
  • Understand the wins and results each buyer is looking for
  • Position yourself against the competition
  • Build on strengths and deal with red flags
  • Create the best action plan to close the deal

03

Navigating complex healthcare sales, for founders

Michelle Meijer presenting at the BioBusiness Masterclass on navigating healthcare sales

Most biotech start-ups do not fail because the science is bad, but because adoption is harder than expected. This masterclass shows how adoption decisions are really made in healthcare, and how to influence them.

Delivered as guest expert at the BioBusiness Masterclass 2026.

For
Scientific founders, start-up teams, and incubator or accelerator programmes
Duration
Half a day to 1 day
What you will learn
  • Understand why great science does not sell itself, and how to reduce the perceived risk of change
  • Map the real decision-making unit in healthcare and biotech
  • Translate your science into clinical, economic and operational value for each stakeholder
  • Run customer discovery that separates polite interest from real commitment
  • Structure customer conversations: open, explore, propose, commit

04

Selling at trade shows

Selling on the exhibition floor is a skill of its own. Key is identifying within seconds whether someone is a potential customer, and adapting the sales conversation to a fast, busy environment.

For
Everyone who represents their company at trade shows and conferences, from sales to product and technical specialists
Duration
1 to 2 days
What you will learn
  • Qualify potential customers quickly
  • Run short, effective "mini sales cycles"
  • Secure follow-up appointments
  • Anchor new leads in your sales pipeline
  • Demonstrate with confidence and get a return on your event investment

05

Debate moderation

Leading a lively, fair and sharp debate. Based on the "Lagerhuis" method with polar statements, you learn the role of the moderator: guarding conversation, rhythm and atmosphere, without taking a position on the content.

For
Researchers and professionals who moderate debates, panels or (scientific) events
Duration
Half a day to 1 day
What you will learn
  • Open and introduce the debate
  • Keep strict time and distribute turns
  • Lead the conversation when positions polarise
  • Safeguard neutrality and dynamics
  • Sharpen and challenge the discussion
  • Summarise clearly

Years after Michelle's trade show training at QIAGEN, I still use what I learned. I have applied it at three companies since and explained it to many colleagues. Today, alongside my lab work, I support our sales and marketing team with technical sales and at trade shows. It turns out I feel comfortable engaging with customers in sales conversations at trade shows, and Michelle deserves credit as my coach.

Walter van der VlietHead of Molecular Biology

Practical information

In-company or one-to-one

In-company

A programme for your team, tailored to your products, customers and cases. At your location, an external venue or online on request.

One-to-one training and coaching

Personal training and coaching for sales professionals and managers, for example ahead of an important deal, a new role or a key presentation.

Investment
Depending on group size and format. Ask for a tailored proposal

Ready to boost your team's commercial impact?

Tell me about your team and what you want to achieve. I will propose a programme that fits.

Discuss your training needs