9 febrero 2026

EMAC® Group Commercial Convention 2026: when selling better matters more than selling more

Thank you to the EMAC® Group sales team for your commitment, for the tough questions, and for the honest conversations.

Some sales conventions serve to align teams, while others invite uncomfortable but necessary questions. The 2026 Sales Convention of EMAC® Group, held at our facilities in Quart de Poblet, clearly belonged to the latter.

We talked about sales, of course — but above all about how to sell better in a sector that has entered a new phase. Growth is no longer explosive but selective, and in this scenario selling better matters more than simply selling more.

    • A more selective market, a more demanding customer

    Growth is no longer explosive, but selective. And in this scenario, selling better matters more than selling more. We operate in an environment where:

    • Customers compare, gather information before the visit, and expect expertise, not just price.
    • New construction now coexists with the growing weight of renovation, and every project requires more tailored, less generic solutions.
    • Innovation is no longer about launching new products nonstop, but about helping projects run better in a context of tighter costs, labour shortages, and increasing regulatory pressure.
    • Sustainability stops being a narrative and becomes a real factor shaping financing, specification, and decision-making within projects.
    • Omnichannel is not about being present everywhere, but about being consistent, reliable, and useful at every touchpoint.
    • Selling better also means promoting more accessible, safe, and inclusive solutions, proving through actions our commitment to people and to the built environment.

    This is the new framework. And it demands a new way of working.

    From strategy to the sales visit: turning trends into reality

    At EMAC® Group, we understand that strategy cannot remain on paper. That is why we integrate commercial strategy, marketing, communication, innovation, brand, and sustainability. Not to talk about trends, but to bring them into the daily reality of our sales force: in the visit, in the project, in specification, and in building long-term customer relationships.

    Every commercial conversation is an opportunity to provide technical knowledge, support, and solutions that respond to the real needs of the jobsite.

    From pushing products to building value

    The conclusion of the day was clear: the future is not about pushing products. It is about building value together. That means manufacturer and sales network, aligned in the same way of working and contributing to our sector. With a shared vision, strong arguments, and the ambition to improve not only results, but also the quality of the projects we take part in.

    Thank you to the EMAC® Group sales team for your commitment, for the tough questions, and for the honest conversations. Because when that happens, a convention stops being just an event and becomes a real lever for change.