Measure Twice, Cut Once: Asking the Right Questions for a Competitive Advantage 8/5 CV
MEASURE TWICE, CUT ONCE: ASKING THE RIGHT QUESTIONS FOR A COMPETITIVE ADVANTAGE • LUNCH & LEARN
Wednesday, August 5, 2026 | 11:30AM – 1:30PM
In construction, we’re taught to measure twice and cut once. The same principle applies to business development.
Too often, sales professionals rush to present solutions, proposals, or pricing before fully understanding the client’s real challenges, goals, and needs. The result? Missed opportunities, weak relationships, and conversations that fail to create value. This interactive workshop will show participants how asking better questions leads to stronger client relationships, better-qualified opportunities, and more successful outcomes.
What you’ll learn:
• Ask strategic questions that uncover real client needs
• Diagnose problems before offering solutions
• Build trust and credibility through meaningful conversations
• Better qualify opportunities and avoid wasted effort
• Position their expertise more effectively with owners, contractors, and project partners
• Lead more productive and confident sales discussions
WHO SHOULD ATTEND?
Business Development Professionals, Project Managers, Estimators, anyone looking to enhance their customer relationship building skills
INSTRUCTOR
Robin Green, Owner/President, Ascend Performance, Inc., powered by Sandler
Robin works with companies in a variety of industries develop proven and reliable methodologies to grow revenue. Serving clients from across the United States, the United Kingdom, and India, he is a frequent speaker at industry events and trade organizations on the topics of sales, communication, and leadership topics.
LOCATION
ABC-VA Central Virginia Training Facility
1600 E Parham Road, Richmond, VA 23228
COST
Members — $67
Non-members — $97
Lunch provided
CANCELLATION POLICY
Please note that a reservation constitutes a financial commitment unless cancellations are made in writing by 5PM on August 3, 2026. Substitutions are welcome at any time if the originally registered individual(s) are no longer available.
COURSE CONTACT
Contact Kristen Altermatt