Most books on selling propagate a type of acting for sellers and are mostly useless. They try to sustainably change the (communication) behavior of adults, which is practically impossible. An observation of the sales situation only becomes interesting once you take a closer look at what psychological processes play a role and influence the behavior of those involved. Wolf Ehrhardt begins with the latest neuroscientific results and places them in the context of psychological models of human interaction. In this book he turns the tables and describes the sales process from the viewpoint of different consumer types. His key questions are: What do buyers think? What happens when the seller and buyer meet for the first time? What personality characteristics should one look out for? How can this information about type be applied? What is the power of conscious and subconscious behavior for both parties? What misunderstandings does our brain signal subconsciously? How can they be avoided? The scientific basis is provided by psychological results taken from current brain research and neurobiology. In his usual entertaining manner, Ehrhardt offers concrete aids for real sales situations, helping sellers to recognize and so avoid miscommunication. Equally interesting for consumers.