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| Preface | |
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| Acknowledgments | |
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| 21st Century Selling | |
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| What Is Sales All About? | |
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| The 20 Biggest Errors in Selling | |
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| The Seven Universal Rules for Sales Success | |
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| The Universal Rules in Detail | |
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| Sales as a Profession and Where You Fit In | |
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| Checklist for Chapter 1 | |
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| Professional Selling: The Insider Secrets | |
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| Selling's Biggest Success Secret Revealed | |
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| The Five Characteristics of Qualified Prospects | |
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| It's Not About When You Need to Make a Sale | |
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| The Two Most Essential Components of Professional Selling | |
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| The Importance of a Consistent Sales Approach | |
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| The Six Principles That Can Guide Your Sales Career | |
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| Checklist for Chapter 2 | |
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| Focus, Alignment, and Leverage | |
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| It's All About Focus | |
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| Clarify Your Focus | |
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| Build Your Sales Philosophy | |
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| Leverage Your Time, Talent, Resources, and Advantage | |
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| Your Personal Sales Talent Audit | |
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| Checklist for Chapter 3 | |
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| The Investigate Step (Part 1)--Positioning | |
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| The Power of Personal Positioning | |
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| 10 Ways to Better Positioning | |
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| Six Ways to Misposition Yourself | |
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| How to Position Yourself as an Expert | |
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| Dress, Style, and Image | |
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| The Role of Self-Image and Positioning Yourself | |
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| Checklist for Chapter 4 | |
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| The Investigate Step (Part 2)--Prospecting | |
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| The Differences Between Suspects and Qualified Prospects | |
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| The Three Most Essential Prospecting Principles | |
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| What Are Your Chances? | |
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| Six Ways to Stay Organized | |
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| Approaching Your Prospects | |
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| Where Do You Find Prospects? | |
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| The Telephone | |
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| Setting an Appointment | |
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| Checklist for Chapter 5 | |
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| The Investigate Step (Part 3)--Pre-Call Planning | |
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| Do Your Research | |
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| Developing Internal Support | |
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| Your Prospect's Internal Support Team | |
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| Confirming Your Appointment | |
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| Mentally Prepare | |
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| Physically Prepare | |
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| Preparation: Positioning, Prospecting, and Pre-Call Planning | |
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| Checklist for Chapter 6 | |
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| The Meet Step: Engaging Your Prospect Face to Face | |
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| Engaging Your Customers | |
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| It's All About First Impressions | |
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| Maximizing Trust | |
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| Don't Dominate--Participate | |
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| Putting It All Together | |
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| Building a Bridge | |
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| How to Cross the Bridge | |
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| Checklist for Chapter 7 | |
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| The Probe Step: Asking Questions That Make the Sale | |
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| Avoid the Fatal Flaw | |
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| It All Starts with Listening | |
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| How to Discover What Your Prospect Will Buy | |
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| It's All About Solving Challenges | |
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| How Do Your Features and Benefits Stack Up? | |
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| Needs-Based Questions | |
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| Objection-Based Questions | |
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| 14 Winning Questions | |
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| Prepare Completely Before You Continue | |
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| The Most Powerful Word You Can Use | |
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| Checklist for Chapter 8 | |
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| The Apply Step: Making Your Product or Service Solve Problems | |
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| Application-Based Selling vs. Demonstration-Based Selling | |
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| Four Pointers That Guarantee Sales | |
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| How to Apply the Principles Behind Application-Based Selling | |
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| Four Proven Ways to Make a Better Presentation | |
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| How to Present Your Price and Get It | |
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| Price Pitfalls | |
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| Some Sample Feedback Questions | |
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| Checklist for Chapter 9 | |
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| The Convince Step: Making Your Prospect Believe | |
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| Sales Is a Worthy Profession | |
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| What People Believe Enough, They Act Upon | |
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| Prove Your Claims | |
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| Bring Your Own Witnesses | |
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| Justify Your Price | |
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| Relieve Your Prospect's Fear of Buying | |
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| Checklist for Chapter 10 | |
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| The Tie-It-Up Step: Concluding and Closing | |
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| Tie up the Sale, Not the Customer | |
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| Negotiate the Conditions of the Sale | |
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| Clear Away Objections | |
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| Ask for the Order | |
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| Reinforce and Cement the Sale | |
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| Checklist for Chapter 11 | |
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| How to Build and Sustain Sales Momentum | |
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| Motivation, Resilience, and Optimism | |
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| The 10 Essential Success Truths in Professional Selling | |
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| Checklist for Chapter 12 | |
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| Index | |