B2B Sales in Europe: Win more Yes from the Buyers. A No-Fluff Field Notes

"B2B Sales in Europe: Win more Yes from the Buyers. A No-Fluff Field Notes" is a hands-on guide that flips the sales perspective and immerses readers into the mindsets of the corporate buyer. Drawing on over 29 years of real-world managerial experience across Europe and the UK, the book addresses the common frustrations of B2B salespeople and provides practical tools for enhancing results.
Whether your client says "Your prices are too high", or ignores your emails after requesting samples-this book helps explain why that happens and what to do next.
Written in the style of practical "lecture or class notes", this short read book has no fluff, just clear insights, making it ideal for self-education and immediate application.
If you're ready to upgrade your B2B sales approach and stop hearing "No" from your new and current clients, this book will give you a sharper edge in conversations with B2B buyers!
The book is targeted at professionals from countries outside Europe who aim to enter European markets, specializing in the sales of commodity goods (including recurring industrial and other types of supplies, raw and construction materials, FMCG, etc.) and project-based sales of construction and infrastructure, fit-out projects, and public procurement. Suitable for: SME owners and executives, Start-up founders, Sales and logistics newcomers, SaaS developers targeting these sectors.

Kost (Konsantin) Petrenko is a seasoned business consultant helping companies from outside Europe enter the Ukrainian, Baltic, and Northern European markets. He has held executive positions in multinational companies such as SC Johnson (USA), Schréder (Belgium), and Technocom Group (Slovenia-Ukraine). He currently advises start-ups and SMEs on international sales strategy, grants, and B2B development.