The Center of Executive Programs and Professional Services (CEPPS) at the American University in Dubai arranged and delivered a professional development course on value-based selling to senior sales leaders in Canon Middle East. The course included a series of workshops and interactive sessions facilitated by Dr. Pedro Sigaud and Mr. Nicolas Nassar, and coordinated with Mr. Kentaro Suzuki, GM Canon Middle East. Commenting on this venture, Dr. Hassan Zeineddine, Director of CEPPS, said: “AUD CEPPS is pleased to assist Canon Middle East in reaching its goal of upskilling their regional workforce with this specialized sales skill.”