The Contrarian Effect: Why it Pays (Big) to Take Typical Sales Advice and Do the Opposite -- Contents -- Acknowledgments -- Introduction: From the Old World to the New -- Sign of the Times -- Birth of a Salesman -- We're Not in Kansas Anymore -- Caution: You're in the No-Spin Sales Zone -- Follow the Leader -- For Your Consideration -- Section 1: Two Left Feet: Typical Tactics Are Out of Sync with the Market -- The Biggest Loser -- Pitches, Pitches, Everywhere -- Mother May I? -- Bull's-Eye -- The Usual Suspects -- Reasonable Doubt -- Groundhog Day -- The Little Engine That Could -- Section 2: Center of the Universe: Typical Tactics Are Focused on the Wrong Person -- The Butcher, the Baker, the Candlestick Maker -- Oompa, Loompa, Doopity Dee -- Easier Is Not Always Better -- It's All Fun and Games Until... -- Customer Bill of Rights -- Can't Buy Me Love -- Membership Has Its Privileges -- Bless Your Heart, You Pathetic, Spineless Jellyfish -- Indecent Proposal -- Coffee Is for Closers -- Opening Doors and Opening Possibilities -- Section 3: One-Night Stand: Typical Tactics Damage Relationships and Long-Term Potential -- It's a Marathon, Not a Sprint -- Just Sign on the Dotted Line for Me -- The Need for Speed -- Do You Want Fries with That? -- Right on Time -- What's a Boy to Do? -- One Size Fits All -- Herding Cats -- Heard It through the Grapevine -- Section 4: May Cause Headaches, Dizziness, and Internal Bleeding: Typical Tactics Harm Reputations and Create Unintended Consequences -- Whistle-Blower -- No Man Is an Island -- I Can Quit Anytime -- Ignorance, Error, and Immediate Interest -- The Red Pill or the Blue One? -- That's What Makes the World Go Round -- Winners and Losers -- Pushing Rocks Up a Mountain -- Everyone's Doing It -- The Full Monty -- Radical Transparency -- Nothing Less Than the Best -- Contrarian Primer -- Be Like Mike.

Pendulum Swing -- Leader of the Pack -- Good to Great -- References -- About the Authors -- Index.