Purchase decisions are not made for rational reasons - emotions are the driving force! But how can you emotionally touch, excite, or even fascinate your customers? Sales professional Helmut Sessler shows you how to consciously influence unconscious purchasing decisions. Learn to understand the three major emotional systems using the Limbic® Map to accurately assess your customers and persuade them according to their type. Practical insights for practical use: The tips and advice in this book have all been applied and tested in real sales conversations. Contents: The Limbic® Map: a map of emotions, motives, and values, with an individual personality profile, accurately assessing customers, the various phases of conversation, practical examples, and exercises. New in the 3rd edition: Challenging sales situations with difficult customers; professionally trained employees with limbic education.