Stephan Lahn spent seven years as a professional ice hockey player before moving into sales. He started at five, played at national level by nine, and spent two of his seven professional years in the top league in Germany. When that ended, he started again. Different game, same approach.

He has spent the last twenty years building B2B sales teams across Europe, India, China and the United States. He went into markets that had nothing - no process, no pipeline, no culture of accountability - and built them into operations that performed consistently. He has taken salespeople who could not structure a meeting and watched them exceed 150% of target. He has built regions from one person to substantial teams, multiplied revenue tenfold, and done it across cultures, industries and time zones that most people never have to navigate.

He knows what works because he has been in the room when it did. And in the room when it did not.

This book is the result of that. Not a theory. Not a framework borrowed from someone else. A complete, end-to-end sales process built and tested across four continents over two decades. Every chapter comes from something that happened in a real sales team, with real targets, and real consequences for missing them.

He is based in London. He still sounds like Arnold Schwarzenegger. He has made peace with that.