For Steinway & Sons customers, buying a first-class grand or upright piano is more than just a transaction – it’s a lifelong investment. “Selling a piano of this caliber demands a deep sense of empathy paired with unwavering perseverance,” says Roman Hohaus, Senior Consultant at Pawlik Consultants. But how do you strike the perfect chord with each customer? How can sales professionals tailor their approach to resonate on an individual level?
To address these challenges, Pawlik Consultants partnered with Steinway & Sons employees to create “Die Klaviatur” (transl. The Keyboard), a guide that dives into the desires, expectations, and occasional uncertainties of five distinct customer profiles. The book highlights practical strategies for making each consultation more effective. Key moments in the sales conversation are marked with actionable insights – concise tips from Roman Hohaus – woven seamlessly into the narrative of each story.
We spoke with Dr. Cliff Rehr, the project lead and director of human resources at EMEA at Steinway & Sons, about the inspiration and purpose behind Die Klaviatur.
What inspired the creation of this book?
In my view, sales training can’t follow a one-size-fits-all approach. Customers’ needs, situations, and motivations are far too diverse for standardized methods to be effective. Sharing real-life examples and positive experiences makes it easier to convey this complexity in a meaningful way.
Stories, like those in this book, resonate far more deeply than repeating theories our sales team has heard countless times. Especially in the world of upright and grand piano sales – where customers often take great care in their decision-making – there is no shortage of inspiring stories. Many center on fulfilling the lifelong dream of owning a Steinway.
How did you come up with the title?
The concept naturally aligns with the piano itself. The 88 keys symbolize the range of tones and nuances we also see in customer relationships. This inspired us to develop a framework that encourages our sales team – and anyone who engages with the book – to explore new ways to refine their approach. Whether it’s making that first connection, nurturing a relationship, or closing the sale, Die Klaviatur is designed to provide actionable insights and inspiration for continuous improvement.
How has the book been received by your employees?
The feedback has been overwhelmingly positive. The book is compact, practical, and allows space for personal notes, which makes it easy to integrate into daily practice. While it’s a bit unconventional for our sales team, it symbolizes the start of a new chapter. At Steinway, tradition and innovation go hand in hand – a principle instilled by our founder and his sons. This book is a testament to that legacy, and we see it as an extension of the “Stein-Way” forward.
What do you personally appreciate most about the book?
What I love most is that it’s a living resource – it’s never truly complete. It’s portable, engaging, and its positive examples bring a unique charm. Rather than being a rigid instruction manual, it gently guides readers through the nuances of a successful sales process while highlighting the diversity of customers and their situations. After all, “Happy Customer, Happy Life!”
