This book focuses on the role of the sales employee within the company and is applicable across industries and companies. To support sales efforts, a concept is developed to recognize and represent customer personality profiles and to respond to them effectively. A specially created IT tool digitizes this concept and generates personalized sales recommendations. The book covers the following topics in detail: a comparison between empathy and sympathy and their significance for sales, an exploration and comparison of various communication models, strategies to avoid communication breakdowns and optimize personal communication, the development of a concept to identify and categorize character profiles of individuals in sales, and the derivation of individual sales and communication strategies.