1. Moving Away from the Transactional Model -- 2. Selling Snow to the Eskimos -- 3. Putting the Relationship First -- 4. Deconstructing the Myth of Benefit Selling -- Part I: The buyer's motivation -- Part II: Benefits don't work -- 5. Stop Using Benefits - Start Using Problem Maps -- 6. Why the USP Stops you Selling -- 7. Your Emotional Selling Point and Giving Value -- 8. Building Pipeline -- Part I: Managing the process -- Part II: Engaging your prospect -- 9. Routes to Market -- 10. Empowering your Buyer -- 11. Understanding your Purchasers -- 12. Asking Questions - the Diagnosis -- Part I The doctor/patient relationship -- Part II The fallacy of open and closed questions -- Part III Clarity using Problem Maps -- Pan IV Problems and solutions are not enough -- 13. When It's Time to Talk -- 14. Objections and Concerns -- 15. Traditionally It's Called Closing -- 16. Following Up - Continuing the Relationship
