Event title

Senior Executives Breakfast

Diagnostic selling: articulating your value


“People do not buy goods and services. They buy relations, stories, and magic.” – Seth Godin.


Why should people do business with you, or even listen to you?

A strong value statement can help you answer that question, and in turn, help you to drive engagement, build relationships and differentiate yourself from competitors. It ultimately provides the heavy lifting when your aim is to persuade or influence thinking.


Join us for our first Senior Executives Breakfast event for 2018, Diagnostic selling: articulating your value, with diagnostic sales expert and Phuel facilitator Ken Allen and Executive Director of UQ Business School Executive Education, Belinda Pritchard. 

Learn how successful leaders influence the decision-making of others by leveraging emotions to affect their thinking.

While people are typically conditioned to identify with their rational minds, neuroscience has confirmed that people buy (whether it’s a product, a service, or your message) on emotion, and only then, justify the purchase with rationalised thinking or action.

Switching your viewpoint to seek out the emotive needs and deliverables can be a difficult task, but with an open mind, it is possible, and can become one of your greatest allies when leading people, or selling an idea, a change or a product.

In this highly interactive boardroom discussion, Belinda will unpack the psychology behind consumer behaviour and emotional intelligence. Ken will then discuss how to identify and understand your value and see it differently. Together, they’ll provide a fresh perspective into why emotive drivers are crucial when it comes to leadership.


Attend this breakfast to learn:

• how to articulate your personal value
• how to identify and define your business’ value statement
• about the psychology behind consumer behaviour
• how to leverage emotional understanding to reach your audience.

Please note, our Senior Executives Breakfast Series is restricted to senior executives only, including Board Members, CEOs, MDs, CFOs, CMOs, CIOs, CPOs, CHROs, GMs and EDs.

Ken Allen and Belinda Pritchard
Presenter bio: 

Ken Allen

Ken is a facilitator at Phuel, where he has a wide range of clients including Westpac, Accenture, Suncorp and RACQ. His passion is working with clients to determine the best design of programs that most suits their needs, objectives and expectations; and delivering them in a way that is creative, engaging and collaborative.

He knows how to get the best out of teams and individuals, and believes that everything we do can be better – from the way companies engage their employees to the way employees connect with their work.

With tertiary qualifications in computing, infrastructure engineering and integrated freight systems management, Ken’s high level of experience with flexible process and adaptability has allowed him to work on large scale safety and social projects. He has operated nationally and internationally with clients to build effective teams, inspire great leaders, create sustainable strategy, design new services and overcome intractable business challenges.


Belinda Pritchard

Executive Director at UQ Business School Executive Education, Belinda is a registered organisational psychologist and learning and development specialist with more than fifteen years of experience in human resources management, learning and development, and organisational development. In her role as Executive Director, she is responsible for building sustainable partnerships with organisations and institutions to progress industry engagement, improving product relevancy and increasing market penetration, and works across a broad range of organisations in the public, private and not-for-profit sectors.

Belinda has experience working with a range of business-types, from SMEs to multi-nationals, across multiple industries, including finance, manufacturing, construction, tourism, hospitality, and sport. She has worked with small not-for-profit organisations through to blue-chip brands, including Virgin Australia, Philip Morris, KPMG, and Crown Entertainment.

Belinda holds a Master of Organisational Psychology from Monash University and a Bachelor of Behavioural Science (Honours) from La Trobe University.


Monday 23 Apr 2018
7:15am to 9:00am
Event location: 
UQ Brisbane City - 293 Queen Street, Brisbane