Aim: The reason we made this report were to investigate what companies in Gävle implied was the most important factor for successful sales. The various questions to be answered are:

1. How important is the relationship in B2B? (Business to business)

2. Will VRM change the work with relationships within B2B?

3. How big influence on the B2B sales has the price?

Method:To investigate which factor is most important, we used a qualitative approach in which interviews with three people was carried out. A hermeneutic perspective to literature and analyze was used, where each interview were analyzed individually. We also used a deductive approach to draw conclusions.

Conclusions:The result we got was that the CRM system were common and a goodas problems were highlighted. Such were the work with relationships, the relationship with the customer was important, when it comes to B2B (business to business) sales. It was implied that the price impact on the sales were relatively small and the factor that decided whether it would end in a sale or not, was the relationship. Three common factors that were perceived as common factors were work with relationships, prices of products and central agreements.

Suggestions for future research: What this report does not address is how the current VRM services for B2B companies, where the program's only task is to find interested customers.

Contribution of the thesis: We have found that the relationship between company and customer are essential for profitable sales in the B2B and that CRM-system facilitates the work with relationships.