• The knowledge and practical experience gained during the study visit to the University of Applied Sciences in Wiener Neustadt (FHWN) will help the project partner universities to set up and utilize their own Sales Labs aimed at their educational and research needs. • The training organized by LISS24 Austrian partners at FHWN for Armenian and Georgian colleagues equipped the participants with valuable tools and methodologies, enabling them to integrate hands-on sales and negotiation practices into their curricula, ensuring students’ modern practical skills. • Adaptation and implementation of the acquired innovative teaching methods and resources will undoubtedly help the partners to enhance students’ ability to analyze market trends, understand customer needs, and develop efficient sales strategies improving their employability and competitiveness in the B2B market upon graduation. • The facilities to be established at the home universities’ Sales Labs could offer the ability to develop different types of virtual and digital environments focused not only on the sales-associated discussions and negotiations, but also on marketing and other B2B customer services.