| Preface | p. ix |
| Acknowledgments | p. xv |
| 21st Century Selling | p. 1 |
| What Is Sales All About? | p. 1 |
| The 20 Biggest Errors in Selling | p. 2 |
| The Seven Universal Rules for Sales Success | p. 3 |
| The Universal Rules in Detail | p. 4 |
| Sales as a Profession and Where You Fit In | p. 13 |
| Checklist for Chapter 1 | p. 14 |
| Professional Selling: The Insider Secrets | p. 15 |
| Selling's Biggest Success Secret Revealed | p. 16 |
| The Five Characteristics of Qualified Prospects | p. 16 |
| It's Not About When You Need to Make a Sale | p. 20 |
| The Two Most Essential Components of Professional Selling | p. 20 |
| The Importance of a Consistent Sales Approach | p. 23 |
| The Six Principles That Can Guide Your Sales Career | p. 25 |
| Checklist for Chapter 2 | p. 34 |
| Focus, Alignment, and Leverage | p. 36 |
| It's All About Focus | p. 37 |
| Clarify Your Focus | p. 38 |
| Build Your Sales Philosophy | p. 40 |
| Leverage Your Time, Talent, Resources, and Advantage | p. 42 |
| Your Personal Sales Talent Audit | p. 44 |
| Checklist for Chapter 3 | p. 46 |
| The Investigate Step (Part 1)--Positioning | p. 48 |
| The Power of Personal Positioning | p. 49 |
| 10 Ways to Better Positioning | p. 50 |
| Six Ways to Misposition Yourself | p. 51 |
| How to Position Yourself as an Expert | p. 53 |
| Dress, Style, and Image | p. 54 |
| The Role of Self-Image and Positioning Yourself | p. 56 |
| Checklist for Chapter 4 | p. 57 |
| The Investigate Step (Part 2)--Prospecting | p. 59 |
| The Differences Between Suspects and Qualified Prospects | p. 59 |
| The Three Most Essential Prospecting Principles | p. 61 |
| What Are Your Chances? | p. 63 |
| Six Ways to Stay Organized | p. 66 |
| Approaching Your Prospects | p. 67 |
| Where Do You Find Prospects? | p. 67 |
| The Telephone | p. 69 |
| Setting an Appointment | p. 72 |
| Checklist for Chapter 5 | p. 74 |
| The Investigate Step (Part 3)--Pre-Call Planning | p. 76 |
| Do Your Research | p. 76 |
| Developing Internal Support | p. 79 |
| Your Prospect's Internal Support Team | p. 80 |
| Confirming Your Appointment | p. 83 |
| Mentally Prepare | p. 83 |
| Physically Prepare | p. 85 |
| Preparation: Positioning, Prospecting, and Pre-Call Planning | p. 86 |
| Checklist for Chapter 6 | p. 87 |
| The Meet Step: Engaging Your Prospect Face to Face | p. 89 |
| Engaging Your Customers | p. 89 |
| It's All About First Impressions | p. 91 |
| Maximizing Trust | p. 93 |
| Don't Dominate--Participate | p. 93 |
| Putting It All Together | p. 95 |
| Building a Bridge | p. 98 |
| How to Cross the Bridge | p. 99 |
| Checklist for Chapter 7 | p. 100 |
| The Probe Step: Asking Questions That Make the Sale | p. 102 |
| Avoid the Fatal Flaw | p. 102 |
| It All Starts with Listening | p. 103 |
| How to Discover What Your Prospect Will Buy | p. 105 |
| It's All About Solving Challenges | p. 107 |
| How Do Your Features and Benefits Stack Up? | p. 108 |
| Needs-Based Questions | p. 110 |
| Objection-Based Questions | p. 111 |
| 14 Winning Questions | p. 113 |
| Prepare Completely Before You Continue | p. 114 |
| The Most Powerful Word You Can Use | p. 115 |
| Checklist for Chapter 8 | p. 116 |
| The Apply Step: Making Your Product or Service Solve Problems | p. 118 |
| Application-Based Selling vs. Demonstration-Based Selling | p. 118 |
| Four Pointers That Guarantee Sales | p. 119 |
| How to Apply the Principles Behind Application-Based Selling | p. 123 |
| Four Proven Ways to Make a Better Presentation | p. 127 |
| How to Present Your Price and Get It | p. 129 |
| Price Pitfalls | p. 130 |
| Some Sample Feedback Questions | p. 134 |
| Checklist for Chapter 9 | p. 136 |
| The Convince Step: Making Your Prospect Believe | p. 138 |
| Sales Is a Worthy Profession | p. 138 |
| What People Believe Enough, They Act Upon | p. 139 |
| Prove Your Claims | p. 140 |
| Bring Your Own Witnesses | p. 143 |
| Justify Your Price | p. 147 |
| Relieve Your Prospect's Fear of Buying | p. 148 |
| Checklist for Chapter 10 | p. 151 |
| The Tie-It-Up Step: Concluding and Closing | p. 153 |
| Tie up the Sale, Not the Customer | p. 153 |
| Negotiate the Conditions of the Sale | p. 154 |
| Clear Away Objections | p. 158 |
| Ask for the Order | p. 160 |
| Reinforce and Cement the Sale | p. 163 |
| Checklist for Chapter 11 | p. 166 |
| How to Build and Sustain Sales Momentum | p. 168 |
| Motivation, Resilience, and Optimism | p. 168 |
| The 10 Essential Success Truths in Professional Selling | p. 169 |
| Checklist for Chapter 12 | p. 176 |
| Index | p. 179 |
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