Praise for Selling to Win -- Contents -- Foreword -- About the author -- Preface -- Introduction -- How to get maximum results from this book -- 01 Selling in perspective -- The classic presentation -- 'No no conditioning' -- What not to do when the customer says 'No' -- What are bad salespeople like? -- How to get a customer to say 'Yes' -- How do I become a professional? -- What do sales professionals do? -- 02 Planning to win -- The six cylinders of professional selling -- What do you look like? -- Organization tactics -- Keeping good records -- 03 The vital ingredient -- 1 It's desire, not ability, that determines success -- 2 Set your goals -- 3 Planning your goals -- 4 Believe in you -- 5 Become a 'How can I do it better?' sort of person -- 6 See the oak tree in the acorn -- 7 Develop the habit of thanking and complimenting people -- 8 Build your confidence -- 9 Handle the difficult times -- 10 Be enthusiastic -- 04 Finding the time -- E-mail - help or hindrance? -- 05 Finding the business -- Existing customers -- Newspapers -- Home sales -- Prospecting -- Direct mail -- E-mail -- Website -- Networking clubs -- Referrals -- Follow your customers -- Research -- Business cards -- Sources of new business -- The passive approaches -- 06 Getting the appointment -- Stage 1 -- Stage 2 -- The cold telephone method -- Voicemail -- Some tips on making the most of your telephone calls -- 07 The rules of professional selling -- Rule 1: Sell to people -- Rule 2: Sell yourself -- Rule 3: Ask the right questions -- Rule 4: Listen -- Rule 5: Link features to benefits -- Rule 6: Sell the results -- Rule 7: Don't rely on logic -- Rule 8: Be selective in the use of product knowledge -- Rule 9: Identify your unique sales points (USPs) -- Rule 10: Don't catch 'priceitis' -- Rule 11: Price condition -- Rule 12: Don't just talk, show.

Rule 13: Don't knock the competition -- 08 The sales presentation -- The seven 'classical' stages -- 09 Closing the sale -- The golden rule of closing the sale -- Difficult closes -- Not closing -- 10 The principles of professionalism -- Make it easy to say 'Yes' -- Use your prospects' terminology -- Both win or both lose -- Don't prejudge -- Don't catch 'big-caseitis' -- Replace that sale -- Waterproof the sale -- Plan each contact -- Vary your voice -- Be trustworthy -- Tell the bad news -- Welcome complaints -- Sell others in -- Buyer motivators -- Use people's names -- Say 'Thank you' -- Sell the 'add-ons' -- Good words -- Don't talk down -- Be remembered -- Don't sit in receptions -- 11 Giving real service -- The unexpected or the extra service -- Recognizing clients' achievements -- Helping your clients -- Be positive -- The personal approach -- Handling your product -- 12 Handling objections -- Prevention, not cure -- The three-stage process to deflect objections -- Common objections -- 13 Negotiation -- The principles of negotiation -- 14 Letter writing -- Short letters work -- Short paragraphs work -- Make your letters easy to read -- Avoid over-complex language -- Avoid jargon -- Keep control -- Be a good news carrier -- 15 Body language -- Mirroring -- Eyes -- Space -- Seating -- Height -- Posture -- Lies -- Groups -- 16 Avoiding the negative -- 17 Don't quit -- Success Stories -- References.