Training
Sparring
Consulting
Enablement
Drive relevance and urgency
Make value tangible and actionable
Stand out when everyone else looks the same
Win over real decision-makers and shape decisions
SALES THAT CONNECTS THE DOTS
Jetzt Kennenlernen vereinbarenWhat You Can Expect
Der Trainer, Sparringspartner & Berater
My name is Christian Fritsch, and I’m the founder of VendoNexo Sales & Strategy.
As a trainer, sparring partner and consultant, I support your company in achieving strategic and systematic sales success – by training and enabling your team to effectively navigate the buying center and build strategic relevance.
After 10 years in B2B sales of complex solutions, I’m driven by the desire to share my experience and methodology, to scale them sustainably – rather than limiting their value to my own personal success.
I combine psychology and a will to win with the analytical precision of a physicist – always empathetic, methodical and context-driven. I speak my clients’ language – to create a practical and dynamic learning environment with lasting impact.
Sales, to me, means connecting the dots – between vision, status quo and solution; between stakeholders and key decision moments.
“VendoNexo” means “selling through connection” – and that’s exactly my approach.
Successful sales doesn’t happen by chance or through product presentations. It emerges from strategic relevance and smart connections.And this is how I support you:
- Targeting and activating the right stakeholders the right way
- Standing out to decision-makers lost in comparison
- Actively steering decision-making processes – rather than waiting for them
Key Focus Areas
Creating Relevance & a Sense of Urgency
Reach, penetrate and win over the real decision-makers in the buying center. Position yourself effectively and stand out – by creating true alignment with strategic goals and initiatives, instead of relying on generic and meaningless information overload. Highlight the consequences of “status quo” and inaction (Cost of Inaction).
Communicate Value with Impact
Use Value & Solution Selling with precision: Clearly articulate value, tailor messages to fit stakeholder needs, and differentiate your offering even in highly comparable markets. Stand out from the competition through well-prepared narratives and compelling executive presentations.
Steer Stakeholders Strategically
Identify and develop deal champions, activate key information channels within the customer organization, and use them strategically. Address the emotive drivers of decision-makers and supporters – not just to gain approval, but to spark genuine commitment. Create clarity by linking your solution to the customer’s priorities and success criteria – while also highlighting the risks of alternative or delayed decisions. This way, you actively shape the decision-making process.
Strategic Account Management
Regularly assess and evaluate your position within the project to strengthen key levers, identify risks, and influence strategically. Actively manage stakeholder structures, expand relationship networks, and avoid dependencies. Based on this, develop the right competitive and growth strategy to secure your long-term position within the account and fully unlock sales potential.
Effective Cold Outreach
Methodical and free of awkward phrases – confident cold outreach via phone, social media and more. Structure your conversations clearly, spark interest, and deliver the right impulses – so you can independently book meetings and proactively open new opportunities.
Strengthen Negotiation Skills
Use the right conversation techniques to guide negotiations, secure your position, and shape the negotiation framework strategically. Ask purposeful questions, offer thoughtful concessions, and apply powerful negotiation tactics to assert interests – without risking the deal. For agreements with substance and long-term value.
The Aha Moment
Several years ago, I had the privilege of leading one of the most complex projects in my former organization – the competition was strong, well-established, and already had a significant footprint. Our own starting point, by contrast, was weak. And yet, we won – despite a weaker starting point, despite a higher price (2.5x that of the competitor), and despite the more modern offering of the other side.
What made the difference? Through this project,I internalized the patterns and behaviors that drive success:
- Target the right stakeholders – not just the obvious ones.
Not the loudest voices, but the most influential ones – often hidden behind the scenes, typically at the C-level. Relevance doesn’t come from product features – it comes from business-critical connections. - Build “champions” and equip them with the right ammunition.
Deals are driven from within. The right internal allies influence the buying center – if they have a compelling story and real commitment. - Make what’s at stake both tangible and emotional.
Logic convinces, but emotion moves decisions. Rational arguments are not enough – you have to address the personal and strategic drivers. What does “inaction” really mean? What risks arise if the status quo remains unchanged? What happens if decisions are made differently?
What became clear to me:
Sales success doesn’t come from better products – but from relevance and strategic influence in the decision-making process.
That could have taken hold earlier. Early on, I began to wonder why so many remain focused on the operational layer – rather than going straight to where the real decisions are made?
I began seeking direct access to the C-suite– and as my understanding of business goals deepened, I learned to translate them into relevance that resonated personally and strategically.
And I realized something else: Direct, cold outreach via phone, email or LinkedIn works surprisingly well if the message is relevant, the structure is clear, and you get to the point.
Not through a pitch or sales push – but by offering relevance and sparking interest.
This creates openings for meaningful follow-up and long-term connection-building.
Further key cases emerged from that time:
- What started as a small pilot at operational level grew into a strategic initiative at the COO level. Deal size? It scaled by a factor of 100 – not because the product changed, but because relevance and perspective did.
- A previously overlooked hidden champion became a client – starting with the CDIO, moving along via the COO, all the way to the CEO. The outcome? A major strategic project – which would never have happened without targeted buying center navigation.
Looking back, my key takeaway is this:
Sales is the deliberate creation of strategic connections with the right stakeholders – by creating real, contextual relevance that steers decisions.
Sales that connects the dots – my impact on decision-makers & deals
“The people who get on in this world are the people who get up and look for the circumstances they want, and, if they can’t find them, make them.”
How I Support You
Strategic Winning
Enablement-Program
- Kick-off conversation
- Individual preparation & customization
- Zwei Tage strategisches Sales-Enablement (remote, vor Ort)
- Sales playbook & documentation
- Defined follow-up support
Confident Cold Outreach
Enablement-Program
- Kick-off conversation
- Individual preparation tailored to roles & personas
- Deep-dive workshop focused on outreach (remote or on-site)
- Playbook with templates, messaging and documentation
Strategic Negotiation
Enablement-Program
- Kick-off conversation
- Deep-dive workshop (remote or on-site)
- Tactics, questions & playbook for guided conversation and negotiation control
Strategic Sales Mastery
Enablement-Program
- Kick-off conversation
- Individual preparation & customization
- Strategic Sales Enablement Workshops (remote or on-site)
- Sales playbook & documentation
- Defined follow-up support
Projekt-Coaching
Add-On
- Sparring on project, account, or stakeholder topics
- Remote or on-site
- Billed on an hourly basis