This book provides employees and managers in sales with a clearly defined process for building sustainable business relationships along the account journey. Using a structured method, you will learn how to set yourself up for success right from the start, increase your competitiveness, increase market share and generate more sales. In B2B sales today, it's no longer primarily about just solving the customer's problems and winning as much of the customer's budget as possible. The decisive factor for success is that you ask your customer the right questions, understand his strategy in all facets and help him to achieve his goals with your offer - this is the only way to create a fruitful and long-term partnership at eye level. If you align your messages with these goals, you will generate tailored customer value, and the customer will have no choice but to accept your offer. This paradigm shift should make it easier for customers to buy, and it can be instrumental in helping account managers in B2B increase their sales over the long term. The book provides practical tools and a blueprint for salespeople to succeed and for managers to lead their teams with purpose.

Hans-Peter Neeb, a graduate industrial engineer, is a strategy and management consultant. For more than 15 years, he has been advising executives on customer acquisition and retention strategies, CRM, customer experience and the optimization of marketing and sales processes.