Sales strategy and sales training for B2B companies
Your customers’ buying priorities are changing. Has your sales approach kept pace?
Since 2009, our Future of Selling research has followed how B2B customers buy, through more than 500 interviews with commercial leaders. We use it to help you answer two questions: what has changed for your customers, and what must change in your sales organisation as a result.
Research with Cranfield University · taught at Solvay Brussels School and Antwerp Management School.
Worked with
Odoo
Tessenderlo Group
Pfizer
L’Oréal
AG Insurance
Ricoh
ING
SAP
CGI
Barco
Bekaert
Research and teaching with
The shift
What 500+ commercial leaders tell us.
Customers now need stronger evidence of financial value, reduced risk and reliable implementation. Most suppliers still lead with product and service benefits.
When the conversation stays on the product, the decision falls back to price. Value has to be shown on five levels: financial, continuity, strategic, workforce and planetary.
Sound familiar?
Recognise this?
Pick the sentence that sounds most like your team. Each one points to the service that can help.
What we do
Understand the change. Decide your response. Put it into practice.
Working with your leadership, sales, marketing and HR teams, we translate the insights into clear sales priorities, value propositions aligned with customer expectations, and practical tools for customer conversations, and we help your customer-facing teams make sure customers adopt what they bought.
From the research
Research-led. Field-tested.
Our research shows buyers fall back on price when uncertainty rises, unless the supplier shows value on more than cost.
Since 2009, the Future of Selling research has examined how customer expectations and buying behaviour are changing. We have interviewed more than 500 commercial leaders across Europe, over 40 of them this year. The research is led by Régis Lemmens and Javier Marcos of Cranfield University.
Our consultants and trainers turn those findings into practical strategies, tools and training for real customer conversations.
Published and taught.
Book · 2014
From Selling to Co-Creating
Lemmens, Donaldson, Marcos · BIS Publishers
Chapter · 2014
Handbook of Strategic Account Management
Wiley
Talk · 2014
“Sales 2020”
TEDx Liège
Textbook · 2016
Sales Management
Marcos, Donaldson, Lemmens · Red Globe Press
Article · 2018
“Entrepreneurial Selling”
Harvard Business Review
Teaching
Solvay Brussels School & Antwerp Management School
The people you work with.
Prof. Dr. Régis Lemmens
Founder · Solvay Brussels School & Antwerp Management School
Builds value propositions and business cases with leadership teams; leads the Future of Selling research.
Prof. Dr. Javier Marcos
Cranfield University · Consultant and trainer
Co-leads the Future of Selling research; specialist in sales management and strategic account management.
Marc Neyrinck
Consultant and trainer
Coaches sales teams to apply value selling in real customer conversations.
How we start
Start small. Build what works.
01
One issue
We focus on one important problem, often a proposition that isn’t delivering.
02
One workshop
A one-day workshop on your own propositions and live opportunities, for salespeople and the experts who sell alongside them.
03
Six to eight weeks
Managers reinforce the approach. Follow-up sessions review how it is applied and address what gets in the way.
04
Tools that stay
Printed playbooks your people keep using with customers.
