This book is not only about the technique of selling difficult choice products, but also about the “content” of the sale; about selling information that should convince the buyer to buy; as well as how to create this information and use it as effective selling tools. To be able to do all this, a real sales consultant must be a good marketer, looking at everything through the eyes of the buyer and being able to “prepare the buyer for purchase” (P. Drucker). In the book, the buying and selling process is presented in the context of marketing thinking and customer focus, that is, first of all, as a purchase (from the Client), and not as an assertive sale (from oneself). In this context, the seller should not so much sell as help the Client buy. The book contains many practical examples. For sales consultants, marketers and other specialists.