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How to Sell to an Idiot: 12 Steps to Winning Over Your Toughest Customer Table of Contents Introduction i Step One: Be Prepared or Be the Idiot 1 Need & Intent 2 Mental Preparation Made Simple 3 Choosing In: The Cure for Cluelessness 3 Simple vs. Easy: The inner idiot rears its ugly head 4 Preparation and Passion 6 Preparation and Product Knowledge 8 Preparation and the Written Plan 8 Planning is not Procrastination 9 Preparation and Motivation 10 Preparation and Personality 10 Prepare for the Machiavellian 11 Prepare for the Sadist 11 Prepare for the Masochist 12 Prepare for the Paranoid 12 Prepare for the Greek God or Goddess 13 Prepare for Your Best Buddy 13 Prepare for the Decent Soul 14 Chapter One Summary 14 Step Two: Connect with the Clueless 16 Idiotspeak 17 Your Story 18 Your i-customer's Story 19 Who vs. What 19 Personality is Job One 20 Connect with the Machiavellian 21 Connect with the Sadist 21 Connect with the Masochist 22 Connect with the Paranoid 22 Connect with the Greek God or Goddess 23 Connect with Your Best Buddy 23 Connect with the Decent Soul 24 Components of Connection 24 A New Skill Called Connecting 25 The Great Balancing Act 25 Takers vs. Exchangers 26 Chapter Two Summary 27 Step Three: Confuse to Clarify 29 Confusion as a Tool 30 Surgical Questions 30 The Right Questions Trump the Right Answers 31 Set the Stage & Play the Part 33 From the Mouths of Babes 34 Personality-Based Questions 35 Ask the Machavellian 35 Ask the Sadisit 35 Ask the Masochist 36 Ask the Paranoid 36 Ask the Greek Gods 36 Ask Your Best Buddy 37 Ask a Decent Soul 37 Big Success comes from Small Steps 37 Critical Area One: Clarity of Purpose 38 Critical Area Two: Written Plan of Action 38 Critical Area Three: Participate 39 Critical Area Four: Track and Review 39 Critical Area Five: Make Adjustments Swiftly 40 Chapter Three Summary 40 Step Four: Play the Match Game 42 Put it in Reverse 43 The First 30 Seconds 43 The Second 30 Seconds 43 The Third 30 Seconds 44 The Fourth 30 Seconds 44 Bring it Home 45 Matching Means More Selling, Less Talking 47 The Next Step 47 More Lessons from Children 48 The Match Game and Personalities 48 A Machiavellian Match Up 48 A Sadistic Match Up 49 A Masochistic Match Up 49 A Paranoid Match Up 50 A Small-g god Match Up 50 A Best Buddy Match Up 51 A Truly Decent Match Up 51 Chapter Four Summary 52 Step Five: Showtime 54 Entertainment vs. Boredom 55 Entertainment vs. Filling Needs 56 Physiological Needs 57 Safety Needs 57 Love Needs 57 Esteem Needs 58 Self-Actualization Needs 59 Be Energized 59 Pace Yourself 60 Telephone Energy 60 Razzle-Dazzle Them 60 Be More than Bold & Outrageous 61 Engage Them 62 Presenting in "Style" 62 Presenting with Structure 62 Presenting with Technology 63 Rehearsals 63 More Lessons from Children 64 Personality-Based Entertainment 64 Showtime for the Machiavellian 65 Showtime for the Sadist 65 Showtime for the Masochist 65 Showtime for the Paranoid 66 Showtime and the Greek God or Goddess 67 Showtime and Your Best Buddy 67 Showtime and the Decent Soul 67 Chapter Five Summary 68 Step Six: Ask for the Business 70 CECO 71 Asking is Action 72 Ask with Confidence 73 Some Steps to Confidence 74 Let Go of the Outcome 75 The Secret to Closing 76 The A-B-Cs of Listening 78 More Lessons from Children 79 Personality-Based Asking 80 Ask the Machiavellian 80 Ask the Sadist 81 Ask the Masochist 81 Ask the Paranoid 81 Ask the Greek God or Goddess 82 Ask Your Best Buddy 82 Ask a Decent Soul 82 Chapter Six Summary 83 Step Seven: Circle Around/Make Another Pass 85 Get Out There and Fail 86 Learn to Love the Lessons 87 Turn Around Questions 87 Objections 90 What Objections Really Are 91 Why Sales People Dodge Objections 91 How to Resolve Objections 92 Don't Be the Monkey 93 More Lessons from Children 94 Personality-Based Objections 94 The Machiavellian Objects 95 The Sadist Objects 95 The Masochist Objects 95 The Paranoid Objects 95 The Greek God or Goddess Objects 96 Your Best Buddy Objects 96 A Decent Soul Objects 96 Chapter Seven Summary 97 Step Eight: Annoy Them a Little and Ask for the Business, Again 99 Teaching the Customer How to Buy 100 Failure is Your Friend 101 Pesky Persistence 102 Stalling 103 Why They Stall 103 Handling a Staller 105 Step One: Identifying the Objection 106 Step Two: Isolate and Address the Objection 106 Step Three: Stimulate Urgency 106 Step Four: Ask Again 107 It's in the Cards 107 More Lessons from Neverland 108 Personality-Based Annoyance 109 Annoying the Machiavellian 109 Annoying the Sadist 109 Annoying the Masochist 110 Annoying the Paranoid 110 Annoying the Greek God or Goddess 110 Annoying your Best Buddy 110 Annoying a Decent Soul 111 Chapter Eight Summary 111 Step Nine: Appreciate 113 The Selling Cycle 114 The Beginning - Prospecting 114 The Middle - The Appointment 115 The Ending - The Presentation 115 Make it Memorable 116 The Battle for Mind Share 117 The Present 118 More Lessons from Children 118 Personality-Based Appreciation 119 Appreciating the Machiavellian 119 Appreciating the Sadist 119 Appreciating the Masochist 119 Appreciating the Paranoid 120 Appreciating the Greek God or Goddess 120 Appreciating your Best Buddy 120 Appreciating a Decent Soul 121 Chapter Nine Summary 121 Step Ten: Get a Referral 123 Fear Not 124 Build Champions 124 Get Some Help 125 Get Them Talking 126 Get an "A" for Asking 126 Ask How it Went 127 Ask with Appreciation 128 More Lessons from Children 128 Personality-Based Referrals 129 Referrals from Machiavellians 129 Referrals from Sadists 129 Referrals from Masochists 130 Referrals from Paranoids 130 Referrals from Greek Gods or Goddesses 130 Referrals from your Best Buddy 131 Referrals from Decent Souls 131 Chapter Ten Summary 131 Step Eleven: The Fine Art of Following Up to Stay Off of Your Laurels 133 No Competition 133 We Have Seen the Competition and it is Us 134 Put Follow Up into your Mix 135 Time Has Nothing to do with It 135 Pre-Sale, Pre-Delivery, Post Delivery Follow Up 136 It's Research 137 When? 137 More Lessons from Children 138 Personality-Based Follow Up 138 Following Up with Machiavellians 139 Following Up with Sadists 139 Following Up with Masochists 139 Following Up with Paranoids 140 Following Up with Greek Gods or Goddesses 140 Following Up with your Best Buddy 140 Following Up with Decent Souls 141 Chapter Eleven Summary 141 Step Twelve: Practice 143 Don't Succeed at being Average 144 Be Impatient 145 Perfect Practice 146 Dangers of Perfection 146 Caring Equals Change 147 Flat Tires Need Changing 148 What are Friends For? 149 Final Lessons from Children 150 Personality-Based Practice 151 Practice for Machiavellians 151 Practice for Sadists 151 Practice for Masochists 152 Practice for Paranoids 152 Practice for Greek Gods or Goddesses 152 Practice for your Best Buddy 152 Practice for Decent Souls 153 Chapter Twelve Summary 153
Library of Congress Subject Headings for this publication:
Selling -- Psychological aspects.