What is the purpose of salespeople and sales teams in a modern company? They must serve the cause of increasing customer value, otherwise the company simply cannot survive in the face of fierce competition. But until recently, sellers were more likely to inform buyers about the value of a product or service than to create it. However, as new sales channels develop and products are unified, it becomes more and more difficult to sell them, so the company's sales volume and profitability plummet. To overcome this trend, it is necessary to adopt a completely different approach: sales success is determined by the ability of the seller to create the greatest value for the consumer, and not by the ability to eloquently paint the merits of goods and services.This approach to sales is offered to readers in their new work Neil Rackham, renowned researcher, creator of the SPIN® sales concept, world best-selling author, and John De Vincentis, international sales and marketing consultant.The book is intended for business executives and sales professionals. p>It can also serve as an excellent educational tool for those who study sales or are interested in this topic.