Many companies are unaware of the possible uses of augmented reality and virtual reality and the resulting potential. Current research also shows large gaps in this area. The aim of this work is to develop a decision-making aid for their use in sales. In addition, a general understanding of the application of both technologies in sales is to be created and specific potentials are to be revealed by analyzing them against the background of selected criteria in different sales areas. For this purpose, a qualitative empiricism is carried out in the form of expert interviews. Finally, implications for practice are derived in an assignment matrix with application examples. This paper shows that companies are already successfully using the technologies in different sales areas and that salespeople are aware of their added value. The use of the technologies will increase, as will the user acceptance of the customers, due to the progressing generational change. By combining theoretical basics with expert knowledge from practice, the work expands the level of knowledge about the use of augmented reality and virtual reality in sales.