Review table of contents

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TABLE OF CONTENTS

Introduction 5

About the Authors 9

Contributing Sales Professionals 11


Part I - Introduction to Selling 18

Chapter One - Professional Selling 19

Chapter Two - Marketing and Its Relationship to Sales 44


Part II - Preparing to Sell 75

Chapter Three 76

Chapter Four - Prospecting 109

Chapter Five - Understanding Customers 133


Part III - The Sales Process 182

Chapter Six - Opening the Call 182

Chapter Seven - Probing - Identifying Beliefs, Goals, and Needs 205

Chapter Eight - Communicating Value 252

Chapter Nine - Dealing with Resistance 294

Chapter Ten - Closing the Sale 321


Part IV - Other Issues in Professional Selling 349

Chapter Eleven - Customer Satisfaction and Follow Up 350

Chapter Twelve - Tools and Tips From The Best of the Best Sales Professionals 376

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