In this episode, Regis Lemmens, founder of Sales Cubes and a Professor at business schools in the UK, Belgium and the Netherlands, shares the key findings of his extensive research into the future of B2B sales. He describes what his research found to be the necessary and inevitable evolution of consultative selling to a true collaborative partnership with buyers. Among the topics we discuss are:

What is value co-creation and why is it central to future B2B selling?

Why buyers may start paying you to sell to them. And what that means for the sales rep.

How sales teams will continue to become more specialized. But not in the way you might think.

How the hunter-farmer metaphor for sales reps will become obsolete.


If you’re in sales or sales management, then you definitely need to listen to this episode.