Sales have their own laws and techniques that help achieve results. Knowing them is necessary, but not enough, because every sale is, first of all, an interaction, and for each client you should select your own methods, methods of presentation and influence. And this is already art. Thus, effective sales are not only a technique, but also an art. The author shows from his own experience that product quality, price, discounts, etc. rarely have a decisive influence on sales results. The main thing is the personality and experience of the sales manager, his ability to understand the client and build an effective dialogue with him. This book is a practitioner, written for practitioners. It is aimed primarily at heads of sales departments, sales managers and directors of training centers, but will also be of interest to a wide audience.