---
title: "TRAINING THURSDAY: Construction Sales: Stop Competing on Price – Start Winning on Value"
description: Discover how to win construction sales by focusing on value, not price, with ICBA’s workshop led by Shams Hirani on January 22, 2026, in Surrey, B.C.
---

[BC - Blog ](https://icba.ca/bc-blog)

# [TRAINING THURSDAY: Construction Sales: Stop Competing on Price – Start Winning on Value](https://icba.ca/bc-blog/training-thursday-construction-sales-stop-competing-on-price-start-winning-on-value)

 Written by [Jordan Bateman](https://icba.ca/bc-blog/author/jordan) | Dec 11, 2025 5:00:00 PM

Kerry and Jordan talk about ICBA’s latest featured course.

Price pressure, discounts, and chasing clients have become “normal” in construction – but they don’t have to be.

On **Thursday, January 22, 2026**, ICBA Training is hosting a powerful full-day workshop in **Surrey, B.C.**:  
**Construction Sales: Selling Beyond Price and Chasing Prospects**  
**8:30 AM – 4:30 PM PST**

Led by **Shams Hirani**, President of EleWin Consulting and leader of Sandler Training across B.C., this workshop gives contractors, estimators, project leaders, and business developers a **practical, proven system** to win more work **without** cutting margins.

Built specifically for construction and related service industries, this one-day intensive focuses on:

- Managing the **Buyer–Seller Dynamic** so you stay in control of the conversation without being pushy
- Qualifying opportunities early and focusing on **real buyers**
- Using **Up-Front Contracts** to set clear expectations and reduce rework and scope drift
- Uncovering true project motivations (“PAIN”) so price isn’t the only decision factor
- Navigating budget and decisions early – not at the eleventh hour
- Closing more work with a simple, ethical, no-pressure approach that clients actually appreciate

If your role involves bidding, quoting, estimating, pricing projects, or building client relationships, this course will give you tools you can use the very next day to **protect your margins and your time**.

📅 **Date:** January 22, 2026  
📍 **Location:** Surrey, B.C.  
💲 **Member Rate:** $700 + GST | **Non-Member:** $850 + GST

👉 **Learn more and register here: [https://icbatraining.arlo.co/w/courses/793-construction-sales-selling-beyond-price-and-chasing-prospects](https://icbatraining.arlo.co/w/courses/793-construction-sales-selling-beyond-price-and-chasing-prospects)  
Missed this one? Check out [icba.ca/courses](https://www.icba.ca/courses)**

[View full post](https://icba.ca/bc-blog/training-thursday-construction-sales-stop-competing-on-price-start-winning-on-value)

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