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Preface | |
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Sales Behavior and Sales Success | |
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Success in the Larger Sale | |
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The Major Sale | |
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The Four Stages of a Sales Call | |
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Questions and Success | |
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Obtaining Commitment: Closing the Sale | |
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What Is Closing? | |
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The Consensus on Closing | |
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Starting the Research | |
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Initial Research | |
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The Photo-Store Study | |
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Closing and Client Sophistication | |
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Closing and Post-Sale Satisfaction | |
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Why Is the Rest of the Army Out of Step? | |
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Obtaining the Right Commitment | |
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Obtaining Commitment: Four Successful Actions | |
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Customer Needs in the Major Sale | |
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Different Needs in Small Sales and Large | |
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How Needs Develop | |
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Implied and Explicit Needs | |
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Buying Signals in the Major Sale | |
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The SPIN Strategy | |
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Situation Questions | |
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Problem Questions | |
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Implication Questions | |
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Need-payoff Questions | |
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The Difference between Implication and Need-payoff Questions | |
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Back to Open and Closed Questions | |
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The SPIN Model | |
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How to Use SPIN Questions | |
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Giving Benefits in Major Sales | |
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Features and Benefits: The Classic Ways to Demonstrate Capability | |
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The Relative Impacts of Features, Advantages, and Benefits | |
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Selling New Products | |
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Demonstrating Capability Effectively | |
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Preventing Objections | |
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Features and Price Concerns | |
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Advantages and Objections | |
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Benefits and Support/Approval | |
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Preliminaries: Opening the Call | |
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First Impressions | |
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Conventional Openings | |
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A Framework for Opening the Call | |
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Turning Theory into Practice | |
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The Four Golden Rules for Learning Skills | |
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A Summary of the Call Stages | |
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A Strategy for Learning the SPIN Behaviors | |
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A Final Word | |
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Evaluating the SPIN Model | |
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Correlations and Causes | |
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Is Proof Possible? | |
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Enter Motorola Canada | |
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A New Evaluation Test | |
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Final Thoughts on Evaluation | |
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Closing-Attitude Scale | |
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Calculate Your Score | |
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What Do the Scores Mean? | |
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Index | |