ValueSelling Associates Strengthens Middle East Presence to Assist B2B Revenue Teams

Managing Partner Rishi Dhawan to lead ValueSelling’s exhibit at HRSE Dubai 2026, Oct. 14–15 at Dubai World Trade Centre

CARLSBAD, Calif., Oct. 08, 2026 (GLOBE NEWSWIRE) -- ValueSelling Associates, Inc., a global leader in sales training and coaching, is expanding its presence in the Middle East, giving more B2B revenue teams in the UAE and across the region access to the ValueSelling Framework® and its AI-powered coaching offering, ValueCoach AI™. Managing Partner Rishi Dhawan is leading the effort and will represent the company at HRSE Dubai 2026, the HR Summit & Expo, taking place Oct. 14–15 at Dubai World Trade Centre.

The move builds on ValueSelling’s existing work with organizations in the Middle East and follows the company’s expansion in the Asia-Pacific region. B2B sellers in the region face the same shifts reshaping enterprise sales everywhere: larger buying groups, more scrutiny on every purchase, and pressure to discount. ValueSelling helps marketing, sales, and customer success teams respond with a shared, buyer-centric approach that ties every opportunity to the customer’s measurable business outcomes.

“Revenue teams in the Middle East are selling into fast-growing, crowded markets, increasing the need for greater differentiation, while maintaining efficient, effective GTM motions. The organizations we already work with in the region want a common sales language their teams can use in every market, and ValueCoach AI’s methodology-centric AI coaching keeps building those skills long after the workshop ends,” said Julie Thomas, president and CEO of ValueSelling Associates.

What ValueSelling Offers B2B Teams in the Middle East

• A common sales language: The ValueSelling Framework gives sellers and sales leaders one consistent way to qualify opportunities, uncover business problems worth solving, and tie solutions to the outcomes the buyer needs to achieve.
• Training in the format teams need: Instructor-led workshops, virtual and in person, plus eLearning, microlearning, and on-demand reinforcement in more than 17 languages.
• An AI coach focused on revenue: Val, the agentic AI coach behind ValueCoach AI, works proactively with reps on their live pipeline to help them advance and close deals. Val coaches each opportunity through the ValueSelling Framework, so reps build ValueSelling skills as they win real business.
• Less admin work in the CRM: eValuePrompter™ (EVP) and its ValueSelling Assistant, built on Salesforce Agentforce, take CRM admin work off sellers’ plates. The assistant automatically captures call data in Salesforce, saving up to 160 hours per seller per year.
• Behavior change tied to results: ValueSelling identifies each seller’s skill gaps, keeps developing those skills over time, and measures how the behavior change shows up in sales outcomes such as win rates, deal size, and revenue.
  

About Rishi Dhawan

Dhawan is ValueSelling’s Managing Partner for India and Southeast Asia and leads the company’s growth in the Middle East. He has more than 20 years of experience in enterprise sales leadership. Before joining ValueSelling, he spent 11 years at Gartner, where he served as head of enterprise sales for India and Southeast Asia and established the company’s APAC Strategic Account Group. He also served as senior vice president and country head of sales for India and Southeast Asia at Tech Mahindra and led the partner and alliances business across India and Southeast Asia at Wipro.

Meet ValueSelling at HRSE Dubai 2026

Organized by Informa Connect, HRSE is billed by its organizer as MENA’s largest and longest-running HR conference and exhibition, with more than 5,500 HR professionals expected. Learning and development and AI implementation are among this year’s themes. At the ValueSelling stand, Dhawan will meet with HR, learning and development, and sales leaders to discuss how a consistent sales methodology and AI coaching can help lift win rates, protect margins, and improve forecast accuracy.

What: HRSE Dubai 2026 (HR Summit & Expo)
When: Wednesday, Oct. 14, and Thursday, Oct. 15, 2026
Where: Za’abeel Hall 6, Dubai World Trade Centre, Dubai, UAE
ValueSelling stand: C42
Event information: informaconnect.com/hr-summit-expo
To schedule a meeting with Rishi Dhawan at HRSE, reach out to him on LinkedIn https://www.linkedin.com/in/rishi-dhawan-sales/.

Frequently Asked Questions (FAQ)

Q: Does ValueSelling Associates offer sales training in Dubai and the Middle East?
A: Yes. ValueSelling Associates works with B2B organizations in the Middle East, and Managing Partner Rishi Dhawan leads the company’s growth in the region. Programs include instructor-led workshops, virtual and in person, along with eLearning, microlearning, and on-demand reinforcement, all tailored to each client’s sales process.

Q: What should B2B companies in the Middle East look for in a sales training provider?
A: Look for a proven methodology that the whole revenue team can share, with training tied to measurable outcomes such as win rates, deal size, and forecast accuracy, and reinforcement that keeps skills in use after the workshop. ValueSelling pairs the ValueSelling Framework, used by sales teams since 1991, with AI-powered coaching through ValueCoach AI.

Q: What is the ValueSelling Framework?
A: The ValueSelling Framework® is a buyer-centric sales methodology that helps sellers uncover business problems worth solving, connect their solution to the buyer’s measurable outcomes, and gain access to the people who make the decision. It gives sales teams a common language so they can compete on value, not price.

Q: Is ValueCoach AI available to sales teams in the Middle East?
A: Yes. ValueCoach AI™, ValueSelling’s AI-powered sales coaching offering, is available to clients in the region. Its avatar, Val, gives sellers a place to practice value conversations and receive feedback between live training sessions.

Q: Where can I meet ValueSelling at HRSE Dubai 2026?
A: ValueSelling will exhibit at stand C42 in Za’abeel Hall 6 at Dubai World Trade Centre on Oct. 14–15, 2026.

About ValueSelling Associates, Inc.

ValueSelling Associates is the creator of the ValueSelling Framework®: the sales methodology, training and toolset that aligns your revenue engine with a common language and enables sales professionals to compete on value, not price. Since 1991, ValueSelling has helped hundreds of thousands of sales professionals realize immediate revenue growth and achieve results they never thought possible.

ValueSelling offers bespoke training to FORTUNE 1000, mid-sized, and start-up companies that includes eLearning courses, instructor-led workshops (virtual and in-person), microlearning and on-demand reinforcement in over 17 languages. The company also offers AI-powered sales coaching to drive behavior change and revenue through its ValueCoach AI™ avatar, Val. ValueSelling programs provide globally scalable and sustainable tools, skills, and processes for sales teams, executives, and all customer-facing professionals to effectively engage, qualify, advance, and close more sales with higher margins.

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Media Contact:
Maria Doyle
Doyle Strategic Communications
+1-781-964-3536
maria@doylestratcomm.com

A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/899fd801-227d-4197-b061-d4c726cd8b47