Table of Contents
Foreword xiii
How To Get More Dates xiii
Acknowledgements xv
Ten Steps...to Getting the Most out of This Book - and Out of Life! xvii
What It Takes to Be the Best 1
Desire and attitude are vital 1
All of us sell every day 2
"I'll never go back there again!" 3
Picasso, Renoir, and Jones 4
The plumber's secret 5
The fable of the two woodsmen 6
How to be the cream of the crop 7
Think back (shudder!) to the last time you bought a car 8
12:00! 12:00! 12:00! 10
Do you sell confusion? 14
Take the winning athlete's approach 15
What's new under the sun? 16
All you need to know about human relations 17
The Five Habits of a Top Salesperson 21
These five habits will set you apart from the pack 21
How to make resolutions that work 23
The secret of the top pros - in sales and sports 30
Working smarter is fine as long as you keep working harder 31
Make it fun! 32
Effective Listening is Essential for Effective Selling 35
Favorable attitudes and listening 35
How can you get customers to trust you? 36
How good a listener are you? 38
Spare-thinking time 39
Tips to help make you a better listener 41
Ask questions the way doctors do 43
Your job is to investigate and to satisfy the customer 44
Confidence: You Must Earn It. It's Worth It! 47
The benefits of confidence 47
You have to earn it and you can 48
How to make a positive impression 49
Price is rarely the issue 51
Testimonial: confidence sells 53
High-impact workout to build self-confidence 55
How bad can it get? 57
The Use of Questions in Selling 59
The art and absolute importance of using questions 59
It's not cheating. It's being prepared 60
The art of conversation and your class reunion 61
Questions give you the initiative 63
Questions allow you to tune in to your customer's style and needs 63
You have license to ask questions 64
The trial close: the question that establishes commitment 65
How to use questions to probe for real wants and needs 66
The anatomy of a real live sales call in eight steps 70
The girl of my dreams 78
Another proof: the art of cross-examination 81
Simplify! 81
Make Columbo your hero 82
Remember Dale Carnegie? 85
Overcoming Objections 87
How to understand and handle objections 87
Techniques that help you deal with objections 87
Gang up on objections 89
Why do you want objections? Consider these amazing facts 90
When the girl of my dreams says no 90
Cold Call Selling 93
There are only two ways to get new business, and they aren't marketing and advertising 93
When you really want to dance 94
The truth about Babe Ruth 95
Which is better, in person or by phone? 96
How many cold calls do you make each day? Consistency counts 97
Smarter, okay. Harder, yes! 98
The screen 100
Screens were not born yesterday 101
Work while you wait 103
Your cold call is not a sales call 104
You can learn a lot on 1,400 tours 105
When to take a rain check 106
How would you like to get six days of work done in five? 107
Bob's secret 107
My favorite blizzard 108
How to use the telephone in cold calling 109
A great phone technique with the screen 114
Fax Becker 115
A strategy for under a buck for prospects who won't return your calls 116
Another technique that works and costs less than a buck 117
Customer Care 121
To your customers, your company is you and everyone in it 121
Pray for problems 122
What to do when your contact keeps changing 123
It's 4:45 on a Friday afternoon 124
When customers don't know what they want 126
Take care of your customers: the satisfied ones and the dissatisfied ones 127
How to make your customers comfortable with the decision to buy 128
Protect your reputation 129
"The Guy in the Glass" 130
The dissatisfied customer 131
The nicest thing about the 2000's 133
You have more dissatisfied customers than you realize! 134
Smarter? No. Angrier? Yes! 135
A week in the life of a customer 136
Reputation: it's all you've got 138
How about dessert? And-on sales 139
A Case in Point 141
What does the customer want? Let's look again at the car dealership on your corner 141
Goal Setting and Time Management 147
Goals: your rudder 147
Two ways to save time on proposals 150
Setting goals 151
Manage your time if you want to succeed 153
A {dollar}10 daily planner will change your life! 155
How to plan your day 157
For a buck or so, you can get highly organized 158
Keep it all in perspective 160
The Art of Closing 163
When should you close? 164
So you don't die 165
Do you think it's harder than it is? 167
Symptoms of unnecessary fear of closing 168
Traits of a successful closer 169
Half the game is in watching 171
I took the manual off the shelf and made it a game 172
The order blank close 173
The alternative choice close 174
The free trial a.k.a. puppy close 174
The Ben Franklin close 177
The call back close 178
The lost sale close 178
The "I'll think it over" close 179
The question close 179
The similar situation close 180
Develop flexibility and variety 181
From the buyer's side 182
Getting through the valleys 183
Why salespeople fail: David Sandler's four general assumptions 185
About the Author 191
More Information 193
Sales Warranty Card 195
The 10 Simple Steps of Sales Success 197
Notes 199
