Holger Schön demonstrates how salespeople can professionally handle customer objections in sales conversations. The reader learns how to optimize their mindset towards customer objections and which techniques they can use to respond to customer objections with greater knowledge and competence. As a result, objections such as "That's too expensive!", "We don't have time for that!" or "I need to think about it!" lose their intimidation and are seen not as failures, but as precursors to a successful sale. This allows for a quantum leap in the development of the salesperson's personality. The path to sales success is supported by stories and practical examples.