Contents -- Acknowledgments -- Introduction -- 1 Ignorance Isn't Bliss: It's EXPENSIVE -- Costly for You -- Lost Revenues: Leaving Money on the Table -- Productivity Costs -- Wrong Customers -- Other Hidden Costs -- Staffing Costs -- Quality Costs -- Costly for Your Customers -- Subprime Mortgages -- WalMart -- American Airlines -- The "Big Three" Automakers -- Our Lack of Name Awareness -- Our Customers Only Care About Price -- Our Competitors Won't Raise Prices -- We'll Lose Market Share -- Executive Summary -- 2 Know Thyself . . . and You'll Know Others, Too -- Selling Styles Mirror Buying Habits -- Know Thyself -- Apparel -- Appliances -- Automobiles -- Auto Repair -- Food -- Home Furnishings -- Electronics -- Business Equipment -- Business Supplies -- Business Services -- Are You a Price Buyer or a Value Buyer? -- Confirmation -- Sales-Side Confirmation -- Nature and Strategy -- Know Others, Too -- Evaluating and Recruiting Salespeople -- Frustration -- Wasted Training Dollars -- Turnover -- Matching Styles -- Professional Management -- Admired Companies -- Sales Experience -- Pricing Policy -- Productivity -- Outsourcing -- The High Cost of Low Prices -- Executive Summary -- 3 Elementary School Math: Quantifying Value -- Value -- Are Things as They Appear? -- Are Customer Preferences Constantly Changing? -- When Customer Preferences Change, Do Customers Expect the Price to Change? -- What Customers Value -- Calculating Value -- Image -- Innovation -- Time Savings -- Executive Summary -- 4 Customers' Delight: Discovering the Value -- The Power of Discovery -- What Your Prospect Values -- The Degree of Interest -- Little or No Interest -- Some Interest -- Genuine Interest -- Your Ideal Prospect's Interest -- Image -- Innovation -- Time Savings -- Executive Summary -- 5 Icing on the Cake: Bundling for Greater Profits.

What Bundling Can Do for Your Business -- Sweetens the Deal for Your Customers -- Increases Your Average Sale -- Boosts Your Employees' Productivity -- Reduces Your Risks -- Creating Bundles: Examples and Exercises -- Horse Trainer Example -- Clothing Purchase Example -- Computer Example -- Consultant Example -- Investment Advisory Example -- Executive Summary -- 6 Avoiding No: Using Options to Close the Sale -- Offering Options -- Education -- Budget Considerations -- Delineating Options -- Pricing the Options -- Consulting Example: Value Calculation -- Consulting Example: Price Calculation -- Deciding to Sell Up or Down -- Retail Product Sales: Home Theater Systems -- Business Loans: Increasing the Close Rate -- Executive Summary -- 7 Value as a Marketing Tool: Attracting the Right Buyers -- Attracting the Right Buyers -- Understanding the Value You Provide -- Crafting Messages That Have Meaning for Your Buyers -- Using Language That Conveys Your Value -- Avoiding Price Language That Diminishes the Value You Provide -- Creating an Effective Call to Action -- Gaining Experience with Marketing Messages -- Horse Trainer: Attracting the Right Buyers -- Clothier: Attracting the Right Buyers -- Executive Summary -- 8 The Value Trap: Avoiding the Pitfalls of Change -- Identifying Pitfalls -- Customer-Directed Change -- Competitor-Directed Change -- Self-Directed Change -- Technology-Directed Change -- Avoiding Pitfalls -- Executive Summary -- 9 The Economy: It Just Doesn't Matter! -- Why the Economy Doesn't Matter -- The Right Way to Lower Prices -- Executive Summary -- 10 Make More, Work Less -- Bigger Isn't Better -- Avoiding Price Competition -- Executive Summary -- Notes -- Index -- A -- B -- C -- D -- E -- F -- G -- H -- I -- K -- L -- M -- N -- O -- P -- Q -- R -- S -- T -- U -- V -- W.