Doing Business

4 Content
8 SELLING
12 Adding value through selling
14 Addressing needs
16 Appealing to buyers
20 Differentiating yourself
22 Implementing the model
24 Seeing the nature of needs
28 Planning your approach
30 Making your first move
32 Presenting your credentials
34 Opening a sales meeting
36 Questioning for needs
40 Listening to your client
42 Approaching a problem
44 Reviewing needs
46 Selling with others
48 Using features and benefits
50 Targeting the pitch
52 Offering your ideas
54 Asking for feedback
56 Understanding objections
60 Collecting the data
64 Reframing objections
66 Discussing price
68 Responding to objections
70 Closing the sale
74 Moving beyond the close
76 NEGOTIATING
80 Becoming a negotiator
82 Understanding negotiation dilemmas
84 Being prepared
88 Designing the structure
92 Defining negotiation styles
94 Defining interest-based negotiation
96 Negotiating from the whole brain
98 Creating win–win deals
100 Building relationships
102 Developing mutual trust
104 Negotiating fairly
106 Negotiating with power
108 Making offers and counteroffers
110 Making concessions
112 Being persuasive
114 Managing impasses
116 Avoiding decision traps
118 Managing emotions
120 Dealing with competitive tactics
122 Closing the deal
124 Negotiating as a team
126 Dealing with many parties
130 Negotiating internationally
134 Examining the role of gender
136 Using a coach
138 Being a mediator
142 Learning from the masters
144 PRESENTING
148 Putting the audience first
150 Presenting and selling
152 Presenting formally
154 Planning the structure
156 Selecting a framework
158 Opening and closing
160 Winning with words
164 Introducing visual aids
166 Using presentation software
170 Presenting virtually
172 Getting word perfect
174 Pacing yourself
176 Being spontaneous
178 Planning the practicalities
182 Respecting other cultures
184 Solving problems
186 Getting ready to go
188 Creating a first impression
190 Looking confident
194 Holding the audience
196 Taming nerves
198 Speaking powerfully
200 Succeeding with formal speeches
204 Running the Q&A
206 Answering tough questions
208 Dealing with the media
210 Talking to reporters
212 Index
222Author Biographies
224Acknowledgments