The sale of technical products and complex services follows its own rules. "Customer-Oriented Selling in Technical Sales" demonstrates in seven logical steps how to successfully build long-term relationships and sustainably increase sales in the business-to-business sector: from transforming technical data into customer benefits to effective negotiation techniques and top-notch after-sales service. Concrete examples and checklists serve as valuable working tools. This proven guide for sales engineers and anyone involved in selling complex products and services has been thoroughly updated and revised for the new edition. New in the 5th edition: risks and side effects of social media on the customer purchasing process. The book is a must-read for every salesperson, whether they are just starting out or not.