Moorpark business owners and entrepreneurs can attend a free sales workshop at Moorpark City Hall on Friday, Oct. 16.
The session, titled "Stop Selling and Start Solving," is presented by SCORE Ventura County and the City of Moorpark. It focuses on helping small-business owners move away from high-pressure sales pitches and toward a problem-solving approach to sales.
Check-in begins at 8:30 a.m. with coffee and pastries. The workshop starts at 9 a.m. at 323 Science Dr.
Cesar Perez, a business consultant with more than 25 years of experience in sales, marketing, client success and operations, will lead the session. Perez holds an electrical engineering degree from UC Santa Barbara and an MBA from Pepperdine University, according to the SCORE event listing.
The event listing describes the workshop's goal as teaching participants to identify deep customer pain points and position themselves as trusted advisors. Perez's approach centers on building what the listing calls a structured and repeatable sales system grounded in consultative questioning.
The workshop also covers strategies for building long-term client trust, reducing sales fatigue by replacing quota-driven tactics with a relationship-focused framework and increasing conversion rates by lowering customer defensiveness.
The City of Moorpark announced the workshop on its official social media account on Wednesday, Oct. 7. The event is sponsored by EDC, Accelerate California and the Moorpark Chamber of Commerce. Accelerate California's Inclusive Innovation Hub is funded by the state of California and administered by the California Office of the Small Business Advocate.
Registration details are available at the SCORE Ventura County event page at score.org.
