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INTRODUCTION PRODUCT VALUE CUSTOMER LOYALTY BUSINESS ETHICS FINDING CUSTOMERS Advertising Networking Cold-Calling Using Referrals Following Leads Walk-Ins Rejection THE EPOCH APPROACH EPOCH Approach Model™ Flowcharts ENTRANCE GREAT Greeting Rapport (Mutual Trust) Listening Skills Evaluate the Customer Alternatives Timing Balance Personal Characteristics CHAPTER HIGHLIGHTS PRESENTATION PAID Purpose Attention Interest Desire CHAPTER HIGHLIGHTS OBSTACLES Price Objections CHAPTER HIGHLIGHTS CLOSING Persuasive Closing Techniques Business Is War Timing the Close WIN CASH Coercive Closing Techniques Take-Possession Close Trial Close Credibility Logic or Emotion Rules for Selling Before They Leave CHAPTER HIGHLIGHTS HARMONY SALE After the Sale Fear Listening Practice Charisma Referrals After the Closing When Things Go Wrong CHAPTER HIGHLIGHTS PSYCHOLOGY Extinction and Counterconditioning PERSUASION Fallacies Appeals to Authority Appeals to Fear Appeals to Ignorance Appeals to Intuition Appeals to Popularity Appeals to Faulty Evidence Appeals to Faulty Logic Ethics and Persuasion Persuasion Principles (1) Contrast Principle (2) Cooperation Principle (3) Consistency Principle (4) Conformity Principle (5) Congeniality Principle (6) Compliance Principle (7) Collection Principle (8) Competition Principle (9) Courtesy Principle (10) Compassion Principle (11) Contrariness Principle (12) Combination Principle Words that Sell Headlines that Sell Seven Special Words Word Power The Message SELF-DEFENSE Customers and Deception Indications of Deception Deceptive Statements Deceptive Logic Advertising Tricks Buyer Beware Coercive Negotiations Con Games Auctions Infomercials Sweepstakes Protecting Yourself COMMUNICATION SKILLS Teaching Skills Public-Speaking Skills Telephone Skills Writing Skills Sales Letters SELF-IMPROVEMENT Lifelong Learning Mental Practice Time Management TROUBLESHOOTING MISTAKES Ten Serious Mistakes... THE FUTURE FINAL THOUGHTS WORDS FOR THOUGHT CONCLUSION PUTTING IT ALL TOGETHER The Sales Environment BOOKS ON SELLING... SPECIAL TOPICS How to Fight Back and Win Tricks of the Trade How to Be Heard KEY WORDS INDEX |
1 5 6 8 11 11 15 19 22 23 23 24 25 27 30 31 32 32 35 39 40 42 42 44 45 47 48 51 51 55 57 58 59 60 65 70 71 72 75 75 76 82 87 89 91 92 93 94 96 97 98 99 99 100 101 102 103 104 105 106 107 107 108 108 109 109 109 109 110 112 113 114 115 116 117 117 118 119 120 120 121 121 122 123 124 125 126 127 128 129 130 131 134 137 138 139 140 144 146 148 150 151 153 154 155 156 157 159 160 161 162 163 164 165 167 168 169 170 171 174 175 179 180 195 202 213 216 |
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