Workshop: Winning new key customers, design thinking in business customer sales


“WIN NEW KEY CUSTOMERS” shows how the needs of potential or existing key customers and their own offers (products and services) can be visually matched. Sometimes new ideas and approaches for a specific customer group are developed during the workshop.

During this exciting and interactive day, you will learn about the customer-focused approach by means of your own current sales projects. The approach, which is focused on business customer sales, is inspired by Design Thinking, Business Model – and Value Proposition Design. It is about iterative approaching the needs of the customer and his customers (the customers of our potential customer) and about getting to know and applying new approaches and ways of thinking.



Intensive discussion with the potential or existing key customer

The practical application of “the customer is our focus”.


Reflection of your own approach to sales

Developing new ideas and ways of thinking to differentiate yourself with your own sales process

Creation of new motivation for the daily sales routine


Persons of all functions who work in sales or in sales-related functions. Especially executives from the areas of management, sales, product and service development and marketing are addressed. The workshop is aimed at all companies with business customers (B2B Sales).


“It was great to think about our key customers in such a structured way”, Jan Bietenholz, Head of Sales & Marketing

“The best part was the questioning technique for the Buying Center”, Patric Kirchner, Head of Sales

“The workshop was exciting, diversified with a lot of self-deepening work”, Marco Krieg, Sales Field Service



What is the market system and the environment of the key customer?

How does the key customer work with his customers and suppliers?

Why is our key customer successful in the market?

A mixture of short presentations and active application of the different methods makes the workshop varied and anchors what has been learned. The participants are actively accompanied during the workshop.

09:00 to 17:00



For company-specific workshops, you determine where you want to hold the workshop. We consider it a good opportunity to combine the workshop with a dinner together with your team or to schedule the workshop adjacent to another important internal team event.


I am Roberto Maugeri-de Graaff and I am a recognized expert in national and international business customer sales, with almost 25 years of experience in this field. Among other things, I was head of the Sales & Marketing working group for the sale of railway technology for the Gotthard base tunnel. The contract for the railway technology for the Gotthard Base Tunnel is the largest order in Swiss economic history with a volume of 1.7 billion Swiss francs. Of course, I am not saying this without pride. But I have also worked in smaller companies where I sold products and services for a few thousand Swiss francs and was able to perfect my skills on the phone, for example.

Today I pass on my knowledge and experience to interested companies in all sectors. Companies from the following industries have already booked my workshops: Software Development, Crowd-Sourced Photography, Trade and Commerce, Facility Management, Building Services Engineering, Geoinformation and Payment Systems.


Contact me today.

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