Event Information | Demand outlook: Sales, export, and customer confidence

Explore the latest ICAEW Business Confidence Monitor (BCM) findings for Q1 and their implications for the East of England. This focused virtual event, a roundtable discussion, addresses the region's most dynamic challenge: understanding demand and driving sales in a shifting market. Tailored for ICAEW members in business and practice, this insightful session brings together local professionals to review and interpret the BCM results. We will focus with a sharp lens on the latest trends in domestic and export sales, and how shifts in customer demand and market sentiment are impacting business performance. This is your opportunity to gain strategic insights and explore practical strategies to drive sales in an uncertain market.

The sessions are designed to give attendees a clear, deep understanding of the current sentiment and strategic needs of businesses operating in the East of England, helping them adapt their sales models to changing market sentiment.

Discussion points:

• The outlook for domestic and export sales

• Understanding the drivers of current customer demand

• Sector-specific trends in sales performance

• Strategies for adapting to changing market sentiment

BCM analysis: The state of demand

We will closely examine the BCM report findings through the lens of sales and customer confidence, reflecting how East of England businesses are adapting to shifting customer needs and market volatility.

• Domestic and export sales outlook | An analysis of sales performance and forecasting across the region, identifying growth opportunities and key challenges in both local and international markets.

• Customer demand and sentiment | Expert perspectives on the underlying factors influencing customer and business confidence, and how this sentiment directly impacts current and future demand.

• Market performance strategy | Practical guidance on how businesses can adapt their sales models and operational planning to better align with prevailing market conditions and demand patterns.

• Sector-specific insights | Focused discussion on the unique challenges and opportunities defining the sales and demand environment for the four key sectors in the East of England.

What you will gain:

• First-hand knowledge | Gain a clear, comprehensive overview of the current state of business confidence, directly linked to market demand in the region.
• Expert perspectives | Hear from industry leaders who will provide valuable context on local business dynamics and national economic trends affecting sales and market growth.
• Strategic edge | Refine your approach to forecasting sales and adapting your business model to capture opportunities driven by shifting customer confidence.
• Networking | Connect with peers and industry leaders to discuss findings and share best practices on navigating the 2026 demand landscape.