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Selling business-to-business (B2B) is one of the world’s oldest trades, and one that constantly moves with, and adapts to, broader changes in corporate practice, human interactions, and psychology. As any salesperson will tell you, selling is at the cutting edge of every company. Without the eyes, ears, and intuition of a good salesperson, the business itself founders. Successful salespeople know their products inside-out – whether these are paperclips, aircraft engines, or consultancy services – and can present them capably to their customers. They also know how to sell both in person and online, and in an increasingly global marketplace. But a great salesperson does much more. They understand their customers’ needs, and bring a problem-solving mentality and real creativity to their interactions. Looking beyond the hard sell, Selling aims to open your mind, and approach B2B selling in a different way, introducing the skills that you must demonstrate every day. It will teach you how to combine a set of attitudes, behaviours, and skills in a way that forges long-term relationships with customers – relationships that add value to the customer’s business and that yield not just one agreed deal, but many. Let the journey begin!