This was the central objective of our collaboration with AENA Medicine, one of the most significant distributors of medical aesthetics products in Greece, with a portfolio spanning injectables, energy-based devices, cosmeceuticals and 3D imaging diagnostic tools.

The goal was clear from the outset: to transform a team of six experienced sales representatives from product sellers into business consultants — people who do not simply sell devices and products, but help their clients grow their businesses using the products they represent.

The Philosophy: Changing the Team's Mindset

One of the first things we established together with the management team at AENA Medicine was the framing of the training: we are not starting from scratch. The team has experience, knows the portfolio and has established relationships with clients. What needs to change is the way the sales professionals think.

Our aim was not to replace what they already knew, but to upgrade it. To acquire new methodologies, to use new tools and to internalise a new way of thinking. All of this transforms every interaction with the physician-client from a transactional sale into an opportunity to discuss something that concerns every business owner: the growth of their practice.

This philosophy was the guiding principle of the entire programme.

The Preparation: Months Before the Training

UpMyBusiness's involvement in the AENA Medicine Cycle Meeting was not designed to be a standard training exercise with off-the-shelf content. It was the result of extensive preparation that drew on all available feedback for portfolio analysis, understanding of the team's needs and assessment of the competitive landscape.

Before the training even began, we had already developed — in collaboration with the AENA management team — a series of tools to be integrated into the daily routine of the sales team, helping them to upgrade the quality and effectiveness of every physician visit. A full reporting and monitoring framework was also created to ensure the sustained implementation of everything that was agreed upon.

The UpMyBusiness Training: Two Days, One Shared Goal

On 8 and 9 September 2026, as part of the company's Cycle Meeting, UpMyBusiness delivered its training programme to the AENA sales team — six professionals covering Athens, Thessaloniki, Northern Greece, mainland Greece and the islands.

The two-day programme was structured around four core pillars:

Pre-Call Planning & IIBAC

How to prepare for a visit before stepping through the clinic door, how to structure the conversation, how to identify the type of physician in front of you and how to adapt your approach accordingly.

Sales Methodologies Tailored to the Sector

Consultative Selling, Challenger Sale and ROI Selling: three advanced methodologies presented not as theory but as practical tools for the specific reality of medical aesthetics. The team learned how to open conversations that do not begin with "I have a new product" but with "what is holding back the growth of your practice".

Role-Playing Scenarios

Fully developed scenarios across 4 personas (Physician-Owner, Employed Physician, Aesthetician/Nurse, Receptionist), structured across three levels of difficulty. The team practised real-life situations (objections, indifference, challenging questions) and received feedback in real time.

The Action Plan: Training That Continues

One of the most critical elements of any training programme is not what happens during it, but what happens afterwards.

For this reason, the UpMyBusiness training concluded with a structured Action Plan across three levels: daily habits to be applied on every visit; fortnightly feedback on field issues with two-way interaction between the sales manager and the team; and monthly meetings for target review, role play and cross-selling targets.

In parallel, SMART targets were prepared for key accounts — a framework that gives the team a specific objective for each visit, rather than a generic "I need to sell something".

UpMyBusiness remains closely involved with AENA over the coming months, with monthly monitoring sessions through to December, ensuring that the training does not remain on paper but is put into practice.

Why This Collaboration Was Different

We specialise exclusively in the medical aesthetics sector. This means that every methodology, every role-play scenario and every tool we deliver is designed for a specific reality: the physician who receives dozens of sales visits every month, the patient who seeks trust before results, and the distinctive characteristics of a market that combines science, aesthetics and business.

The collaboration with AENA Medicine was a programme built from the ground up for this specific team, with its own portfolio and its own unique needs. Everything was designed to serve one goal: to make the team more effective in the field.

We would like to thank the team at AENA Medicine, the Sales Management and in particular the owner of the company, Mr Manolis Sarigiannis, for their trust, their collaboration and their commitment to growth. The work did not end on 9 September. It has only just begun.

If you would like to learn more about how UpMyBusiness designs and delivers training programmes for sales teams in medical aesthetics, please get in touch.

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