Trust breeds trust - this also applies to the complex relationship between seller and customer. Old sales tricks and techniques are easily seen through nowadays and can lead to misunderstandings with customers. An open dialogue and conscious communication can invigorate the work on all sides. Therefore, the foundation of a long-term and trusting partnership must be to act authentically in the target market, to show appreciation, and consequently to build a sustainable relationship. To achieve this, every sales professional should first work on themselves. Ruth Marquardt and Dirk Ludwig demonstrate how you can leverage your uniqueness to enhance your enthusiasm and joy for life. In the next step, the authors explain how to transfer these insights into everyday work and successfully close deals. They provide directly applicable tips.