Business growth specialist Richard Denny told the Etesia dealers: "We need to be more proactive if we are going to win more business in today's challenging market.
"We have all been here before - this is life," said Denny, who is hailed by the BBC as a "legend on the international speaking circuit" and as a guru by the press. "We need product knowledge, skills and the right attitude. Selling today is about relationships and getting on with people, asking the right questions and not talking about you."
The event at Etesia UK's new premises in Shenington, Oxfordshire, looked at the company's new Pellenc lithium battery-powered range of products.
Dealers also checked out the new electric Bahia MEE, the world's first rotary mower with integrated collector to be powered by electricity, available in 2011.