This book is dedicated to a new sales concept, which is based on the idea that any sale of goods is an investment that should not only pay off, but also bring additional benefits to the buyer. Benefits can be in the form of increased revenues, reduced costs or cost savings. In this book, you will learn how to prepare an effective offer to sell, collect information about the needs of a potential buyer, determine the value of a product, track the effectiveness of a buyer's investment in a product, etc. The publication contains a large number of practical examples and reference materials. Designed for those who work in the B2B sales segment, as well as for everyone who is interested in building a customer-oriented business.