The challenge and actual task of the seller lies in bringing products or services together with the customer. Almost everything is sold, and hardly anything reaches the customer without some form of communication. The title represents the many, sometimes intentional, misunderstandings and hollow phrases used by many sellers. Therefore, effective communication is crucial. Frank Bartels demonstrates that selling is always a comparable process, completely independent of the product. It doesn't matter whether you are selling commercial vehicles, insurance, women's hats, or liver sausage. In this book, you will learn what makes a successful seller, which qualities, motivations, tricks, and tips are necessary to become one of those who succeed.