The book is aimed at the engineer who interacts with the customer. Does the customer understand the engineer? Probably not, unless the customer is an engineer themselves. Does the engineer understand the customer? Probably not, as they are primarily a technician. Additionally, there are pressures of time and cost. The salesperson must grasp what is important to the customer as early as the first conversation and be able to offer a pragmatic solution. Subsequent changes are associated with enormous costs and delays. This book provides assistance: it is a crash course in sales psychology and sales techniques. The focus of the book is on goal-oriented interaction with the conversation partner in sales. The book stands out for its pragmatic approach. The author, a successful salesperson and sales trainer, shares the results of his practical experience and offers guidance for application.