Anyone who wants to sell successfully in business-to-business is faced with special challenges: Because business customers do not want a list of technical features, they want a tailor-made solution for their problems. Often, however, sales conversations still end in pure product presentations. The consequences: disappointed customers and failed deals. In this practical guide, Hartmut Sieck and Andreas Goldmann, both experienced trainers and coaches, provide the necessary know-how and the appropriate tools to significantly increase sales in B2B. The reader learns how to systematically analyse customers and competitors, identify new business potential, establish successful customer relationship management, develop individual problem solutions and conduct benefit-oriented sales talks. A valuable workbook for all those who want to acquire orders in the B.