The author of this work is personally involved in the sale of new elevator and escalator systems in the Austrian market and is therefore constantly preoccupied with the question: "How can one be better than the competition?" The goal should be to fully meet customer benefits. This endeavor should also be understood and embraced by the entire sales team and the management of a company. The perception of customer benefits begins with the classification and selection of the market and market participants and runs like a red thread through the entire sales process. The subject of this work is the investigation and analysis of the sales process through targeted questionnaires for the sales team and the customers. Weaknesses and potentials in the sales process are to be identified and improved or refined accordingly. Only after achieving a structured and customer-oriented sales process can one further expand the scope and look for new sales opportunities.