Selling has never been more challenging: Consumer behavior has changed profoundly. Due to digitalization, customers today are better informed, more demanding, and faster than ever before. The new expert is the customer! The number of sales channels has dramatically multiplied over the past ten years. Purchasing structures and decision-making processes within companies have undergone massive changes. So, is it only a matter of time before robots and computer programs take over sales? Not at all, argues sales expert Martin Limbeck. For him, it is clear: changed buying behavior also requires new selling behavior! Today, the focus is no longer on products and services, but on the added value for the customer. Curiosity, courage, and understanding of people are becoming the most important sales tools that will radically determine who succeeds in the future.