Rafael Hierro, CEO of Grupo Juinsa, took part as a speaker on 28 October 2026 in Focus Pyme y Emprendimiento L'Alcoià, El Comtat y la Vall d'Albaida, held at the Parc Tecnològic Rodes in Alcoy. Under the theme “Selling with AI: how to apply technology to boost your business”, the event brought together some 70 professionals, businesses and entrepreneurs from the three districts. It was the tenth edition of the event.
Grupo Juinsa took part in the round table “Use cases of artificial intelligence to increase sales”, alongside César Mariel, founder of Iristrace Iberia, and Fernando Pérez, co-founder and corporate director of Aunoa. The panel reviewed specific uses of AI in the sales process, such as task automation and the extraction of information from emails, documents and forms.
The discussion also addressed which process an SME with limited resources should prioritise in order to begin incorporating AI into its sales activity. Among its conclusions, the session highlighted the importance of understanding how potential customers use AI when searching, in order to appear in those results. It also pointed to the need to design purchasing channels built for AI agents rather than for people.
A programme focused on sales
The event was officially opened by the Mayor of Alcoy, Toni Francés; the Deputy Mayor, Àlex Cerradelo; and Pablo Ceinos, COO of CEEI Alcoy-Valencia. Sales expert Desirée Nadal then spoke, analysing the mistakes that hold back sales and how to improve prospecting, follow-up, conversion and closing.
The programme closed with AI expert Pedro Bisbal and “On AIr: live sales challenge”. In this practical session he showed how to use AI tools to solve everyday business situations: preparing offers and sales meetings, responding to complaints, designing campaigns or analysing reviews. Bisbal stressed the need for focus and judgement: “You have to stop and think.”
The event also included a networking coffee so that SMEs, start-ups, entrepreneurs and players in the ecosystem could meet and explore collaborations.
Focus Pyme y Emprendimiento is an initiative of CEEI Alcoy-Valencia, promoted and funded by the Generalitat Valenciana through IVACE+i.
Grupo Juinsa, based in Ibi (Alicante), has been designing, importing and distributing products for the family and the home since 1970. Through this participation, the company shares with the province’s business community its experience in applying artificial intelligence to sales activity.