The importance of sales in industrial goods companies is undisputed. However, in practice, there is often a lack of a systematic approach to address the varying customer requirements in different business areas from a sales perspective. Michael Weibel examines sales within the product, system, supplier, and plant business and analyzes the relevance of different topics and their impact on success. The focus of his empirical study is on aspects of sales management at both the corporate and employee levels, as well as questions related to personal selling.