Selling has never been more challenging: Consumer behavior has undergone profound changes. In the course of digitalization, customers today are better informed, more demanding, and faster than ever before. The new expert is the customer! The number of sales channels has dramatically multiplied in the last ten years. Purchasing structures and decision-making processes within companies have changed significantly. So, is it only a matter of time before robots and computer programs take over sales? Not at all, according to sales expert Martin Limbeck. For him, it is clear: changed buying behavior also requires new selling behavior! Today, the focus is no longer on products and services, but on the added value for the customer. Curiosity, courage, and understanding of people will become the most important sales tools that will radically determine who succeeds in the future.