What communicative behavioral rules can sellers use, and how are these interpreted by professional buyers? What conversation patterns can arise in the sales cycle, and how should sellers act in these situations? Anyone seeking answers to these questions should read this book. The communicative behavioral options in sales and their interpretation by professional buyers are the central themes of this textbook. Against this backdrop, the reader gains an overview of the most important conversation content in the sales cycle. Phase-specific recommendations for action support the preparation of customer-oriented and situation-appropriate communication. The textbook serves as a structuring aid for the reader in identifying their own qualification potentials and provides ideas for the gradual optimization of conversational behavior.