Where Innovation Meets Sales: The Opening of the LISS24 Sales Lab

## **DevSoft Armenia** Today, I had the pleasure of attending the official opening of the LISS24 Sales Lab. It is truly inspiring to see Armenian universities, businesses, and European partners working together to create an environment where students can develop not only theoretical knowledge but also practical B2B sales, negotiation, and business communication skills. The Sales Lab is equipped with modern technologies, including video recording systems, eye-tracking technology, and facial expression and behavioral analysis tools. These technologies make it possible to analyze sales meetings in depth, better understand both buyer and seller behavior, improve communication skills, and make the sales process more effective by relying on real data rather than intuition alone. Technical expertise is important, but it creates real value only when you can communicate it effectively, understand your customer’s needs, and offer the right solution. That is exactly the bridge this initiative is building. Congratulations to the organizers, partner universities, and the entire Erasmus+ LISS24 (Learn – Innovate – Sell – Succeed) team on this important initiative. I am confident that programs like this will help prepare more competitive professionals and strengthen the connection between higher education and the business community. I would also like to wish the very best of luck to all participants of today’s International B2B Sales Games. May this be just the beginning of a successful professional journey. **David S. Grigoryan, Entrepreneur** **Stanford GSB Distinguished Scholar,** **Stanford University Graduate School of Business**

Civitta at Erasmus+ LISS24 B2B Sales Competition in Yerevan: Bridging Academia and Industry

Pleased to represent Civitta as a jury member at the Erasmus+ Learn-Innovate-Sell-Succeed (LISS24) -Project Eastern Partnership B2B Sales Competition that took place in Yerevan this time, where Civitta was one of the main partners together with Ameriabank CJSC. The initiative brought together academia and the private sector in a practical way, giving students the opportunity to strengthen real-world B2B sales, negotiation, and communication skills by engaging directly with business representatives. As I shared during my speech, partnership is not only about helping established organizations reach new strategic horizons. It is also about supporting the next generation as they build the confidence, skills, and mindset needed to move toward their own goals. This event was especially meaningful for me personally, as it took place in the university where I studied. Returning in a different role and contributing to the development of future professionals is always a real privilege. Thank you to the organizers for creating a platform that strengthens collaboration between universities, students, and the private sector. Special thanks to my dear Tatevik Yedoyan PHD, PMP® for always creating opportunity to contribute to the success of the future. National University of Architecture and Construction of Armenia National Polytechnic University of Armenia Armenian National Agrarian University

NPUA Student Wins Third Prize at the International B2B Sales Student Competition

Within the framework of the Erasmus+ LISS24 project, the two-day Eastern Partnership Countries International B2B Sales Student Competition brought together the best students from leading technological universities in Armenia and Georgia. The competition aimed to strengthen participants' sales, business negotiation, and communication skills by providing them with the opportunity to compete in an environment closely resembling real business practice. The participating teams represented the National Polytechnic University of Armenia (NPUA), the National University of Architecture and Construction of Armenia (NUACA), the Armenian National Agrarian University (ANAU), the Georgian Technical University (GTU), the Batumi Shota Rustaveli State University (BSU), and the Akaki Tsereteli State University (ATSU). Each university was represented by a delegation consisting of three students and one coach. In line with the objectives of the LISS24 project, a realistic business environment was created with the participation of representatives from Civitta International and Ameriabank, allowing students to apply their theoretical knowledge in practice. On the first day, participants competed in three parallel qualifying rounds. Students assumed the role of sales representatives, while industry professionals acted as buyers, evaluating each performance according to 11 standardized assessment criteria. Based on the qualifying results, the top eight participants advanced to the final round, where they once again demonstrated their sales strategies and negotiation skills. According to the jury's decision, the winners were: First Prize – Tigran Stepanyan (National University of Architecture and Construction of Armenia) Second Prize – Elene Kobalia (Batumi Shota Rustaveli State University) Third Prize – Anna Aleksanyan (National Polytechnic University of Armenia) According to Ruben Aghgashyan, LISS24 Project Coordinator and Honorary Professor at NPUA, this competition was held in the region for the first time and has already proven to be a successful initiative. "Although only three participants received prizes, I consider every participant a winner. The competition was organized entirely according to European standards. The experience gained from last year's university-level competition and this year's international event has convinced us that both the B2B Sales Competition and the Innovation Ideas Competition should evolve into nationwide initiatives. The B2B Sales Competition is one of the best examples of how students can be immersed in a real business environment while developing practical skills through international cooperation." Third-prize winner Anna Aleksanyan, an NPUA student, noted that participating in the competition gave her the opportunity to discover her potential in a new professional field. "I decided to participate in the B2B Sales Competition because I wanted to challenge myself not only as a logistics specialist but also as a sales professional. I successfully passed the first stage, and in the international competition I reached the final and won a prize. This was not only a valuable learning experience but also an excellent opportunity to build professional connections and communicate with representatives of companies where we may have employment opportunities in the future." Another NPUA student and competition participant, Diana Barbaryan, described this year's event as a continuation of her previous experience. "Last year I participated in the university's training course and competition but did not win a prize. That experience motivated me to work on my weaknesses. When I had the opportunity to participate again this year, I saw it as a new challenge and a chance to demonstrate how much I had improved." All participants received certificates of participation, while the winners were awarded prizes.

Open Eyes Event at NPUA to Present B2B Sales Laboratory to Academic and Business Partners

The B2B Sales NPUA Laboratory was established within the framework of the Erasmus+ Capacity Building in Higher Education project "Learn – Innovate – Sell – Succeed (LISS24)." The laboratory was officially presented during an Open Eyes Event, attended by members of the academic community, business representatives, and international partners. The LISS24 project is coordinated by Turku University of Applied Sciences (Finland) and brings together higher education institutions from Spain, Austria, Sweden, Georgia, Armenia, and Finland. In Armenia, the project is coordinated by the National Polytechnic University of Armenia (NPUA). Welcoming the participants and emphasizing the importance of establishing the B2B Sales NPUA Laboratory, Elbak Elbakyan, Vice-Rector for Pre-University Education at NPUA, noted that today's engineers should not only be capable of developing technological solutions but should also understand the principles of market commercialization and B2B sales. "It is important for us that graduates understand how their products reach businesses, how they should be presented, and what steps are necessary to ensure an effective sales process. In this context, artificial intelligence also plays a significant role, as it is already transforming approaches to B2B sales and business communication," said Elbak Elbakyan. The laboratory provides an opportunity to simulate sales negotiations, study customer behavior, analyze communication effectiveness, and utilize technologies capable of recording and analyzing human emotional responses. The laboratory equipment enables the monitoring of changes in attention, stress, engagement, and emotional reactions, offering valuable insights for research in sales psychology and business communication. Ruben Aghgashyan, Armenian Coordinator of the Erasmus+ LISS24 Project and Head of the Center for Digital Technologies, stated: "This event was the first opportunity to introduce the laboratory's capabilities to a broader audience. We believe it should serve not only students but also the business community by becoming a platform for collaboration and knowledge exchange. The laboratory is built around three key pillars: education, research, and business. Here, students, faculty members, and company representatives can jointly study sales processes, develop new approaches, and apply them in real-world environments. In today's technology-driven world, success depends not only on creating an excellent product but also on the ability to present and sell it effectively, where highly qualified B2B sales professionals play a crucial role." The laboratory demonstration was led by Arthur Zaprosyan, Head of the NPUA Center for Continuing Education. The first live demonstration featured renowned psychologist Professor Ruben Aghuzumtsyan as a volunteer participant, showcasing the system's capabilities and the mechanisms used to analyze emotional responses. The newly established B2B Sales NPUA Laboratory is expected to become an important platform for cooperation between the university and the business sector by supporting joint research, professional training, sales skills development, and the creation of innovative solutions. At the same time, it will enable students to transform theoretical knowledge into practical competencies and enter the modern labor market better prepared. The event was attended by partners from Georgia, as well as representatives of the National University of Architecture and Construction of Armenia and the Armenian National Agrarian University, both participating institutions in the LISS24 project. The laboratory operates as part of the NPUA Center for Continuing Education.