Earlier this year, two members of our training team at Think Sigma had the incredible opportunity to deliver a 5-day Commercial Training Clinic for a major defence and engineering organisation in Saudi Arabia – a programme that proved to be as enlightening as it was rewarding.
From the very start, it was clear this was going to be more than just another training program, it was an immersive, cross-cultural exchange of ideas, experiences, and fresh perspectives.
The course content was expertly adapted by Paul Taylor, drawing on years of experience designing commercial training courses for international organisations. Delivery was led by Richard Ash, Director at Think Sigma, and Tom Adams, Senior Trainer, who brought a wealth of experience, deep commercial insight, and infectious energy to every session.
A Strong Start: Laying the Foundations
The training began with a focus on the role of commercial functions within Think Sigma’s client’s large, globally integrated businesses, and how delegates could elevate their contribution through strategic thinking.
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Most of the participants were Saudi nationals, joined by a number of expats, all bringing a wide range of experience and seniority. This diversity created a dynamic that fuelled some of the most powerful conversations throughout the week.
From the outset, the engagement levels were impressive. As Richard put it:
“Their engagement was superb – lots of conversation and a very clear sense of enjoyment came across over the five days.”
Tom echoed this, sharing how inspired he was by the group’s openness:
“From start to finish, the delegates’ engagement both inside and outside the classroom was faultless and beneficial to us as trainers. When language or ‘way of business’ was different, they confidently shared their experiences.”
Commercial Training: Negotiation, Communication, and Customer Management
The core of Think Sigma’s Commercial Training programme centered on helping delegates navigate complex negotiations, better manage customer relationships, and understand the wider landscape they operate within.
One of the standout activities was the negotiation role play, a practical session that brought out the competitive side of many in the room. According to Richard: “This brought out very different types of conversations onto the table. Lots of thought, discussion but overall, an absolute desire to WIN.”
Watching the theory come to life in real-time scenarios helped solidify the learning and demonstrated just how much the group had progressed.
Another key takeaway of the commercial training was the importance of understanding the customer’s point of view and integrating that into commercial strategies. Tom highlighted this as a crucial development over the five days.
“The delegates’ professional advancement was clear to see. Most of the delegates were initially apprehensive when negotiating a contract or dealing with a difficult customer. By the end of the course, they were confident enough to challenge each other, even taking the opportunity to go off script.”
Cultural Exchange: Learning Beyond the Classroom
One of the most rewarding parts of this training wasn’t just the curriculum, it was the cultural exchange that happened naturally throughout the week. For the Think Sigma team, being immersed in the Saudi cultural environment offered new insights into the values and priorities of the delegates.
Tom added that the cultural learning went both ways. “Learning more about the culture in Saudi Arabia and meeting such welcoming and passionate people was one of the most rewarding parts of this special collaboration.”
The Evolution of the Group
Over the five days, the group’s development was clear, not just in commercial capability, but in confidence and collaboration. Many of the delegates represented companies operating within a shared commercial ecosystem, leading to valuable conversations about internal alignment, cross-functional collaboration, and shared success. As a result, the group walked away not only with new tools but with a stronger network and sense of shared purpose.
Memorable Moments & Participant Feedback
As with any great commercial training course experience, there were moments that stood out and will be remembered for a long time to come.
Tom’s most memorable moment came outside the training room, when he and Richard were invited to dine with the delegates and senior leadership: “Being invited out to an amazing restaurant in one of Riyadh’s smartest malls, with the delegates and senior management team to thank us for our service allowed us to experience more of their amazing hospitality and generosity.”
That hospitality and warmth were echoed in the feedback received from participants throughout the week. One delegate shared: “Thank you. It was a useful experience. I learned a lot from this course, and it was good to communicate and engage with other functions.”
One of Richard’s most memorable moments came during a discussion on influencing techniques. When asked how best to influence others, one Saudi delegate, participating in a course delivered entirely in English, their second language, confidently responded, “Be persuasive.” Richard praised the answer but joked, “Excellent, though I’m not sure I can even spell that!” Without missing a beat, the delegate replied with a smile, “No problem, it’s P-E-R-S-U-A-S-I-V-E.” A small moment, but one that perfectly captured the confidence, capability, and sense of humour that made the week so special.
The negotiation exercise proved a standout but participants also praised the delivery style and interactivity, which is always great to hear: “The course was very informative and interactive which in my opinion, is the best way to learn. Both instructors were great in communicating and listening, they encouraged participating in team activities.”
Another delegate said: “The course was very helpful, and its structure was clear and easy to follow. The instructor was supportive and provided useful feedback. Overall, it was a great experience. Thank you for this valuable opportunity.”
These moments, both in and out of the classroom, captured the spirit of the Commercial Clinic: engaging, collaborative, and genuinely impactful.
Think Sigma’s Lasting Impact
When asked to summarise the impact of the course, both trainers pointed to the balance of learning and enjoyment. Richard said, “We all learnt a lot and, more importantly from the feedback we acquired, they enjoyed the course as much as we did.”
Ultimately, the 5-day Commercial Training Clinic was far more than just a training program. It was a shared journey of growth, understanding, and connection. For the delegates, it offered practical tools to elevate their commercial capabilities. For us, it was an opportunity to witness and be part of their transformation, while gaining a deeper appreciation for the culture, humour, and professionalism of our Saudi colleagues.
We’re incredibly grateful to have played a part in this experience and look forward to many more collaborations that bring learning to life in powerful, human ways.
Ready to Strengthen Your Commercial Capability?
If you’re looking to build confidence and capability within your teams, whether in contract management, negotiation, or broader commercial training solutions, Think Sigma offers tailored programmes designed to deliver real-world results.
Get in touch today to find out how Think Sigma’s expert-led courses can empower your people, enhance cross-functional collaboration, and drive commercial success.
