Are you preparing to enter the market or already engaging with your first customers? If you're looking to refine your go-to-market strategy with expert guidance and peer exchange, we warmly invite you to apply for our Go-to-Market Strategy Workshop 2026.

We are offering an intensive and practice-oriented format across two workshop days:

Monday, April 27 and Monday, August 24
(Please make sure you are available for both dates to participate.)

These sessions will focus is on supporting a small group in developing a clear, actionable and tailored go-to-market strategy. The workshop combines strategic input, hands-on exercises, and space for exchange with peers and experts.

This workshop is designed for ESA BIC Hessen founders who would like to strengthen their ability to handle objections effectively and professionally in sales conversations. Through a structured combination of theoretical input and practical exercises, participants will develop strategies to address objections with confidence, build constructive customer relationships, and maintain a clear and composed sales process.

Workshop Content (Overview)

• Introduction of participants and expectation management
• Alternating theory and practice on the following topics:
  • Causes of objections
  • Differentiation between genuine objections and pretexts
  • Identifying the customer’s buying motives
  • Responding to common objections
  • Building rapport with the customer
  • Maintaining confidence and composure throughout the sales process
• Feedback from both participants and the instructor after each exercise

Please note: The workshop is only open to ESA BIC Hessen incubatees and alumni.