Category: Sales

On no topic have we so far been allowed to read more theses in our training courses and seminars than on customer value. And yet, even after all these years, we are repeatedly surprised that this instrument is so rarely

At present, many industrial companies face numerous challenges: supply bottlenecks, rising raw-material prices, changing customer requirements are just a few examples. At the same time, many industrial companies manage to hold their own successfully and maintain or even increase revenue.

Developing a strategy is characterised by high complexity. This results from the necessity of an integrated approach, since the decisions concern not just a part but always the entire organisation. From this, diverse, hardly predictable, uncertain behavioural possibilities can arise.

Much is written about ‘the VUCA world’. Usually the articles come from the area of business-model development and marketing. One business area that hardly seems to change is sales. Yet it is important to transform the sales system not only