| Part I Selling is the Management of Buying | |
| 1 Create a Strategy for Every Sales Call |
| | 3 | |
| 2 Turning Your Sales Call Strategy into Sales |
| | 21 | |
| Part II Why Customers Don't Buy, and What You Can Do About It | |
| 3 They Don't Know Why They Should Do What You Want Them to Do |
| | 35 | |
| 4 They Don't Need What You Are Selling |
| | 41 | |
| 5 They Don't Need Any, Now |
| | 45 | |
| 6 They Don't Know There Is a Better Way |
| | 47 | |
| 7 They Don't Know They Have a Problem |
| | 51 | |
| 8 They Don't Know Why They Should Buy What You Are Selling |
| | 57 | |
| 9 They Don't Enjoy Talking to You |
| | 67 | |
| 10 They Don't Know What You Want Them to Do |
| | 79 | |
| 11 They Are Afraid to Buy |
| | 89 | |
| 12 They Don't Understand What You Tell Them |
| | 93 | |
| 13 They Don't Believe What You Tell Them |
| | 99 | |
| 14 They Anticipate Possible Problems If They Buy Your Product |
| | 113 | |
| 15 There Really Are Problems with Buying Your Product |
| | 123 | |
| 16 They Think Something Else Is More Important |
| | 147 | |
| 17 They Don't Know How to Make the Buying Decision |
| | 157 | |
| 18 They Don't Know How to Sell |
| | 163 | |
| 19 They Don't Know How to Order |
| | 167 | |
| 20 They Don't Know How to Use Your Product |
| | 171 | |
| 21 They Don't Know How to Negotiate |
| | 175 | |
| Part III More Success Strategies for Salespeople | |
| 22 How to Be a Professional Instead of an Also-Ran |
| | 181 | |
| | 191 | |
| 24 How to Get Your Act Together |
| | 203 | |
| Index | | 215 | |
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