I have been working in the medical device market for over 30 years – in sales, marketing and management. Over the years, it became clear to me that the decisive moments do not happen in the office, but out in the field with the customer. That is where trust is built – or lost. That is why I now work where the results really happen: in real conversations, directly on site.

When evaluating the work of the sales force, many people focus on measuring visits or sales. But what really happens during those 10–15 minutes with the customer remains invisible. Questions, reactions and nuances are often overlooked. It is precisely this phase that I call the ‘black box’, because it is crucial but rarely consciously considered.

Sales signals are often not recognised or are misinterpreted. This leads to deals that are actually ready to be closed being left unfinished. I show you how to correctly perceive and classify these signals so that more deals are successfully closed

A good conversation opens doors; a bad one closes them – this is often underestimated. People talk about it, but they don’t really address the issue. Most of the time, it’s about the number of visits, but that’s not nearly enough! Take a look at the topic of the ‘black box’. It’s more about the depth of the conversations – honest and attentive listening. This is how you build a lasting connection with the customer. Those who master this will gain the necessary trust in the long term – and with it, success.

Not exactly, but you can make it visible. I use tried-and-tested methods and tools and know when each one is most effective. This makes quality measurable and improves it. You can identify the areas that need work and where there is untapped potential.

For me, selling means that the customer dares to do something they didn’t want to do before. Everything else is distribution. Selling is therefore about persuasion and change, not just a transaction. But selling also means creating trust – trust in the product, but also in the salesperson. The latter is even more important in the dental industry!

Knowledge is available faster and more readily. That’s why the relationship between buyer and salesperson is becoming even more important. Salespeople who understand, listen and guide are now more crucial than those who simply present products. Nevertheless, the process will change. Salespeople must increasingly expect buyers to have already gathered information and even sought advice from AI. They must be able to respond to this as well.

I help identify sales signals, improve the quality of conversations and secure deals. My strength lies in the combination of decades of practical experience, sound academic expertise and the ability to put knowledge directly into practice.