Competition in the globalized world is fast-paced, flexible, and price-intensive like never before in this young millennium. Whether you're a craftsman or a dentist, a key account manager or a graphic designer, each of us is a salesperson, and each of us must assert our price with customers. With numerous practical examples, checklists, and tips from his own toolbox, experienced sales professional Heinz Feldmann demonstrates how to best prepare for price negotiations and how to elegantly counter a customer's "too expensive" in the future.