New World. New Buyer. New Skills.
The playbook of B2B selling just leveled up.
72% of sales professionals feel overloaded by their role.
Follow the New Codes of Buyer 4.0
To succeed in the New Economy, sales professionals must be familiar with the new way of thinking and behavior of the modern Buyer 4.0 and understand how to address these CODES precisely in conversations using new skills and concepts.
Shifting Conversations to Buyer Expectations
* Videos in German Language
Level up your conversational fluency with Today's Buyer 4.0
From the perspective of modern decision-makers, the capability to create a consistent and personalized BUYER EXPERIENCE in conversation is the relevant differentiator – a guarantee for sustainable performance in buyer-dominated markets.
Our business:
“Selling VALUE along the modern Buyer Journey through customized Sales Conversations that meet the New Mindset of Today’s Buyers and create a personalized CUSTOMER EXPERIENCE at every TOUCHPOINT!
Build Your Blue Ocean
- Buyer 4.0 Focus: They reflect the new mindset, expectations, and modern buying codes that drive decisions among today’s buyers.
- Business Value: They consistently place business impacts, essential financial benefits, and economic facts at the very center of the conversation.
- Buyer Journey: They are precisely tailored to the stakeholder’s position and their current touchpoint along the buyer journey.
- Value-Chain©: They articulate solutions directly aligned with the Value-Chain©, centering on each persona’s specific Why and core buying motives.
- Storytelling & CX: They leverage targeted storyboards and storytelling techniques to build a value-based, emotional buying vision for a personalized buyer experience.
- Systematic Closing: They define a structured Evaluation Plan acting as a personalized roadmap to ensure a successful closing.
- Conversation Models: They dynamically draw upon distinct conversational models tailored to individual sales scenarios.
The answer to the new sales reality with Buyer 4.0.
* Videos in German Language
Voice of Customer
Buyer Centricity
The B2B Messy Middle Loop
Business Conversations
Customer Experience
Traditional sales approaches, which were largely built around the product as the central design element, no longer meet the demands of today’s buying environment. In contrast, modern sales systems focus on Customer Conversation – leveraging new dialogue models and communication tools that redefine the role of the salesperson.
In a world flooded with digital information, product-centric selling has lost its persuasive power. Buyers no longer respond to standard features-and-benefits pitches. As a result, salespeople who stick to conventional arguments often fail to create real preference or differentiation in the minds of decision-makers.
* Video in German Language
They extremely value conversation skills that clearly communicate economic impact and financial benefits looking for new perspectives and options that show, how they and their organization can achieve measurable performance gains. Their agenda and role-specific priorities are central to every meaningful conversation.
FROM PRODUCT TO VALUE is the new sales maxim. For 90% of B2B decision-makers, the economic impact behind an offering is the No.1 buying criterion.
* Video in German Language
is the Core Design Point of 21st Century Selling Systems.
[Scott Santucci, Analyst at Forrester Research]
- The directing Diagnostic Conversation
Targeted analysis of the customer and their needs situation combined with a systematically CONDITIONING – tuning and adaption – of their BUYING VISION according to our main portfolio, to build preferences for the final decision. - The consultative Innovation Conversation
Create new demand for products and services among clients (cross-selling and upselling) and new potential customers. In the style of a consultant and expert, by analyzing and presenting the implied BUSINESS VALUE, the economical impacts and the overall effects on company performance, in order to initiate new deals. - The C-Level Strategy Conversation
Leading strategic conversations at C-level – addressing business-critical challenges and winning top decision-makers as partners through shared concepts and strategies. - The inverse Competition Conversation
Salespeople today often enter the process late in the buying cycle. The goal in this Late Buying Cycle is to reshape, replace, or intelligently augment existing BUYING VISIONS—whether shaped by competitors or internal committees—to differentiate and build clear preferences for our solution. Redefining competitive advantages from the customer’s perspective.
- The directing Diagnostic Conversation
* Video in German Language
Multi-stage Transition Framework
To support this process, CODE I 21 offers an integrated Multi-Stage Transition Framework, based on the proven principles of the Toyota Kata.
A LEADERSHIP & COACHING MODEL
A DIGITAL LEARNING PLATFORM
- A SALES ENABLEMENT STRATEGY
This framework enables sales leadership to effectively orchestrate a fast and sustainable transition of new skills and concepts into everyday sales routines — ensuring long-term performance improvements and generating real market resonance.
* Video in German Language
MASTER TRAINING
CORPORATE TRAINING
