INTERVIEW CONDUCTED BY
MARIE-CHRISTINE TAYAH
Editor in Chief
1. How did you get started? Why Dubai at that time?
In 1993, many companies in Dubai were trading on product and price alone, without focusing on differentiation through service or sales support. I saw an opportunity, since I believed companies could improve their margins and client retention if they trained employees to be more helpful and positive, deliver great service and increase perceived value—rather than just drop price. I decided to test this with my first client, a large English Daily Newspaper, where I worked with the classified telesales team of 20 wonderful women. The results spoke for themselves: in six months, we achieved measurable outcomes—a significant increase in the sales volume and service they gave customers. This was the catalyst that launched biz-group.
