Media have unjustly not yet become a part of the everyday sales practices of German B2B companies. Through extensive empirical research, Fabian Bill illustrates in this book that customer loyalty can particularly be enhanced through networking via social media. At the same time, less than 5% of sales representatives are currently connected with their customers through these media. In a second study, the author also uncovers negative consequences of close and friendly relationships between sales representatives and their customers. There is a risk of loyalty conflicts when sales representatives become too closely tied to their customers. Thus, Fabian Bill presents a comprehensive picture of the sales representative-customer relationship in the B2B context in his work.