Hands-on B2B new business development training with international employees. A special session to experience a practical B2B process firsthand. Today, we look at the B2B sales and marketing training we ran for international employees at Hyundai Corporation in Jongno.
Rather than a simple lecture, it was a hands-on workshop where participants formed teams to plan and develop ideas themselves.
What did we talk about with such a globally minded group?
“Fictional products” through a global lens This training focused on the 'B2B new business development process'.
The format stayed close to real work: participants treated a fictional product like an actual business and worked through the development process step by step.
Participants chose one of two products and built a project around it.
The two items were "Korean fertilizer for Colombia" and "German beer for Indonesia."
Each product was chosen to fit a country’s characteristics and market needs, and participants began with target analysis based on it.
A global outlook combined with local market understanding naturally brought out a rich variety of perspectives.
The B2B new business development process, step by step. The training followed the process below.
Step Content Step 1 Market research and competitive analysis Step 2 Target customer definition Step 3 Value proposition design Step 4 Business model development Step 5 Action plan and presentation At each step,
The session drew on challenges and situations participants regularly face on the job, and they debated intensely to find solutions.
Practical training beyond language and culture The workshop’s biggest strength was natural collaboration that crossed 'language and cultural barriers'.
Although the group was multinational, tasks like market analysis and customer definition worked through a shared business language that transcends spoken language.
Strategies shaped by each participant’s unique background and experience were presented, giving everyone a chance to broaden their perspectives.
A fictional project that felt real. The scenarios participants set were all fictional, but by the end of the workshop they were so absorbed that it felt like a real project.
The premise “What if we actually exported this product?” added depth to each team’s thinking. It extended to market entry strategy, distribution partner selection, and marketing messaging, producing action plans that felt like the real thing.
The core of the training: hands-on practice and discussion. Another key feature of this training was its discussion-centered format.
Rather than one-way delivery, participants naturally asked questions, interpreted the material, and organized their own conclusions. We also saw clashing views evolve into better ideas throughout the room.
Insights you can use on the job right away. B2B sales and marketing is a strategy game built on clear value and strong relationships, not just selling technique.
Participants experienced this firsthand, and it was a valuable session for building both an understanding of global markets and strategic thinking.
Why we’re looking forward to the next session Achieving this level of immersion and participation in such a short time is no easy feat.
But with a participatory structure and solid ties to real work, as in this training, anyone is bound to get drawn in.
We’re already looking forward to the next session: which products, which markets, and what new strategies we can explore.
3x3 Markdown table example Product Target market Core value proposition Korean fertilizer Colombia Potential for high-quality crop production German beer Indonesia Premium imported beer experience Common Opening new markets Developing B2B customized strategies
