PrefaceAcknowledgementCHAPTER 1 You've Been Selling All Your Life! You Began Selling as a Teenager!Why Consider Sales as a Career?Are there Any Limitations to "Sales Freedom?"Is a Sales Career Right for Everyone? No, but …Selling—A Stressful OccupationSelling: Another Form of Entrepreneurship"The Buck Stops Here!"What Differentiates Successful Entrepreneurs From Successful Salespeople?Ratio of Talking versus ListeningIs Sales "Luck" or Plenty of Hard Work?Eight Steps in the Selling ProcessEight Steps of the Selling CycleSummaryQuestionsCHAPTER 2 Why People Buy! IntroductionLeads, Prospects, and Customers!Why People Buy?Maslow's Hierarchy of NeedsWhat Does "Maslow's Hierarchy" Have to Do with Selling? Everything!Underpromise! Overachieve!SummaryWhat's Next? ProspectingQuestionsCHAPTER 3 Prospecting Sales ScenarioWhat Is Prospecting?Why Prospect?What Happens to Client?"Merry Go Round" of ProspectingCreate a Profile of Your "Average Buyer"When Does Prospecting Begin? Immediately!Referrals/NetworkingAnnual ReportsFlorida Manufacturers Register® and Industrial DatabasesHoover Handbook of American Business: Now Called D&B HooversSummaryWhat's the Next Step?QuestionsCHAPTER 4 Pre-Approach Results of ProspectingTypical Selling Day!Actual Selling Time?Time-Thieves?!How Do You Confirm Your "Top 20" Prospects?Marketwatch.com and Google.com/FinanceHughes Supply Corp. Orlando, FloridaLockheed Martin CorporationSummaryThe Next StepQuestionsCHAPTER 5 Approach Approach CallUncovering a Client's Personal InterestsWrap-UpSummaryWhat's Next?QuestionsTechniques for Reinforcing Learning GoalsCHAPTER 6 Qualifying What Is Qualifying?Overview: Directed and Open-Ended QuestionsBegin Your Sales Call with a Pre-approach: Determine Your Sales ObjectiveProbing or Open-ended QuestionsHalf a Loaf!The New ProjectCapital Equipment versus Operating Expense MoniesWrap-UpNext StepSummaryQuestionsCHAPTER 7 Sales Presentation/Demonstration Make or Break TimeConsiderations: Presentation versus DemonstrationPresentationDemonstrationProduct Recommendations: Technical and Pricing ProposalsBe Flexible (There's That Word Again)Product AdvantagesBenefit Selling by Personality StyleGain Commitment—"Little Yes's"Involve Your Prospect in a Presentation/DemonstrationWrap-Up: Presentation/DemonstrationSummaryWhat's Next?QuestionsCHAPTER 8 Objections Handling and Trial Closes Status of Your Sales CallOverviewGuidelines for Handling Customer Questions/ConcernsMinor ObjectionsUse "Little Yes's" to Overcome ObjectionsUse of Third-Party "Proof Statements"Major ObjectionsExamples: Major Objections"He Who Speaks First, Loses!"Financial ObjectionsFinancial Terminology: Capital versus Operating Expense BudgetsCapital Equipment ObjectionsSummaryWhat's Next?QuestionsCHAPTER 9 Closing Techniques Concepts of ClosingKnowing When to CloseHow Many Times Do You Ask for the Order?Closing TechniquesChoice CloseAssumptive CloseBen Franklin CloseSurprise! Financial Objection!SummaryWhat's NextQuestionsCHAPTER 10 Art of Negotiations Definition of NegotiationsIs There a Better Way?Motivation: Why People NegotiateSteps in Successful NegotiationsBottom Line: Make It a Win-WinNo Agreement? Maybe Next Time!SummaryNext StepQuestionsCHAPTER 11 Follow-Up After the Sale IntroductionPurchase Order ProcessCredit ApplicationOrder Entry ProcessPurchase versus LeaseShipment, Delivery, and Receipt of EquipmentRelationship Selling: Building TrustAssessmentOnce Again—Relationship SellingSummaryWhat's next?QuestionsCHAPTER 12 Ethics in Selling Victory Over Corporate ScandalsSarbanes–Oxley: Federal Reaction to Unethical Corporate BehaviorBusiness LawUniform Commercial Code: Warranties and GuaranteesProduct LiabilityElements of Contract LawElements of a "Lawful Contract" Include the FollowingSummaryQuestions