In both Business (B2B) and Consumer (B2C) markets, today’s customers are more powerful than ever before and they expect companies to be flexible enough to satisfy their needs and to understand them. In Consumer markets the focus is on strategic, cross-functional account management and on a full understanding of the retailer. In B2B markets, you are selling the value of your product or service. Or, if you are involved in enterprise selling, focusing on Customer Specific Solutions providers is the key to success. The workshop below addresses issues faced in both B2C and B2B, as well as knowledge, skills and tools specific to each market.