This book delves into essential elements of selling goods and services in both B2C and B2B contexts. Contributions from esteemed scholars and practitioners offer a diverse array of articles focused on customer service and the significance of selling. Their insights and research findings serve as a foundation for further exploration and can be applied by businesses of all sizes, from small enterprises to large global companies. The 13 chapters are divided into four parts: (I) value creation and selling services, (II) business negotiations and sales in B2B, (III) leveraging technology and innovation to enhance sales and understand consumer behavior, and (IV) examining sales competencies alongside a critical discussion on consumption. The European perspective enriches the content, providing international researchers and entrepreneurs with a deeper understanding of market dynamics in both consumer and business sectors. Key topics include the importance of value creation in service selling, effective pricing strategies, customer participation, and the roles of front-line employees. The book also explores B2B negotiation strategies, machine learning in retail forecasting, the concept of an autonomous consumer business, and the implications of the Net Promoter Score. Additionally, it highlights essential competencies for sales professionals and critiques the risks associated with prioritizing sales growth above all else.
