Dedication 1 Foreword 7 I Go to BASIC 8 A Conundrum 8 Learning the Language 9 Military Recruiting vs Civilian Sales 9 Part I: Mission Critical 11 1 Military Recruiting is Facing a Perfect Storm 11 Qualification Standards Continue to Tighten 12 2 Nothing Prepared You for This War 13 On Most Days, Recruiting Doesn''t Feel Much Like Winning 14 Asymmetric Battlefield 14 Civilians 14 Rejection 14 Emotions 15 Independence and Mission Ownership 15 FMR vs. What You Learned at the Schoolhouse 15 3 Fanatical Prospecting 16 4 Stop Wishing Things Were Easier 17 There is No Easy Button in Military Recruiting 18 Get Better 19 Part II: The Ask 20 5 Effective Recruiting Begins with the Discipline to Ask 20 Conjuring the Deepest, Darkest Human Fear 21 6 How to Ask 21 Emotional Contagion: People Respond in Kind 22 The Assumptive ASK 23 Shut-Up 26 Be Prepared for Objections 26 Part III: On the Move 27 7 The More You Prospect, the Luckier You Get 27 The Universal Law of Need 27 The 30-Day Rule 28 The Law of Replacement 29 The Anatomy of a Recruiting Slump 30 Oscar Mike: The First Rule of Recruiting Slumps 31 Make Your Own Luck 31 8 The Three Ps That Are Holding You Back 32 Procrastination 33 Perfectionism 34 Paralysis from Analysis 35 Disrupting the Three Ps 35 Part IV: Battle Rythmn 37 9 Time Discipline 37 Twenty-Four 38 Leveraging Hortsman''s Corrolary 39 Time Blocking 40 Stick to Your Guns and Avoid Distractions 41 Concentrate Your Focus 41 Beware of the Ding 43 What Lurks in Your Inbox Can and Will Derail Your Recruiting Day 44 Driving is Not an Accomplishment 45 Protect the Golden Hours 45 Leverage the Platinum Hours 47 Adopt a Command Mind-Set 48 Part V: Targeting 49 10 Targeting--Leveraging the Prospecting Pyramid 49 Walk Like an Egyptian: Managing the Prospecting Pyramid 50 Powerful Lists Get Powerful Results 52 The Recruiting Information Support System Is Your Most Valuable Recruiting Tool 53 A Trash Can or a Gold Mine 54 Own It! 54 11 Yes Has a Number 55 Recruiting Is Governed by Numbers 56 It''s All About the Ratios 57 Changing Your Yes Number 58 12 Qualifying: Talking to the Right People 59 Don''t Swing at Nothing Ugly 59 Moneyball 60 The Balance and Nuance of Qualifying 61 13 Prospecting Balance and Objectives 62 Set an Appointment 63 Gather Information and Qualify 63 Build Familiarly 63 Prospecting is Not Pitching 64 Adopt a Balanced Prospecting Methodology 64 The Fallacy of Putting All Your Eggs in One Basket 64 Avoid the Lunacy of One Size Fits All 65 Part VI: Pick Up the Phone! 66 14 Telephone Prospecting Excellence 66 Nobody Answers a Phone That Doesn''t Ring 67 The Telephone Is, Has Always Been, and Will Continue to Be Your Most Powerful Recruiting Tool 67 Nobody Likes It; Get Over It 69 The Ultimate Key to Success Is the Scheduled Phone Block 70 15 The Seven-Step Telephone Prospecting Framework 71 Seven- Step Telephone Prospecting Framework 73 Get Their Attention 73 Identify Yourself and Say Why You Are Calling 74 Bridge--Give Them a Because 74 Ask and Shut Up 77 Qualify 77 Confirm or Flip the Call into a Referral (if not qualified) 80 Practice the Framework 80 16 Just Eat the Frog 80 17 Leaving Effective Voice Mail Messages That Get Returned 82 Five-Step Voice Mail Framework to Double Callbacks 83 Develop Compelling Voice Mail Messages 84 Part VII: Objections 85 18 Objections Are Not Rejection, But They Feel That Way 85 Not the Same 86 But It Feels the Same 87 19 The Science Behind the Hurt 89 A Biological Response 89 The Most Insatiable Human Need 90 20 Rejection Proof 91 The Seven Disruptive Emotions 92 Develop Self-Awareness 93 Positive Visualization 94 Manage Self-Talk 95 Change Your Physiology 96 Stay Fit 97 Obstacle Immunity 97 Adversity Is Your Most Powerful Teacher 100 Leveraging Adversity 100 21 Prospecting Objections 101 We Feel, Then We Think 103 The Rule of Thirds 104 RBOs 105 Reflex Responses 105 Brush-Off 106 True Objections 106 Prospecting RBOs Can Be Anticipated in Advance 107 Planning for Prospecting RBOs 109 The Three-Step Prospecting Objection Turnaround Framework 110 The Ledge 111 Disrupt 112 Pattern Painting 113 Ask 115 Putting It All Together 115 Part VIII: In-Person and Digital Prospecting 116 22 In-Person Prospecting 116 The Four-Step In-Person Prospecting Conversation Process 117 First Impressions Making an Emotional Connection 118 Triggering the Negativity Bias 119 The Five Questions That Matter Most in Recruiting 121 Likability: The Gateway to Emotional Connections 122 Pitch Slapping 123 Keys to Being More Likable 124 Preparing for Effective In-Person Prospecting 125 Put Your Recruiting Goggles On 126 23 Text Messaging 126 Familiarity Is Everything with Text 127 Use Text to Anchor In-Person Conversations 128 Use Text to Nurture Prospects 128 Use Text to Create Opportunities for Engagement 129 Seven Rules for Structuring Effective Text Prospecting Messages 129 24 E-Mail and Direct Messaging 130 The Four Cardinal Rules of E-Mail Prospecting 130 Rule #1: Your E-Mail Must Get Delivered 131 Rule #2: Your E-Mail Must Get Opened 132 No One-Size-Fits-All Solution 133 Rule #3: Your E-Mail Must Convert 134 A Good Prospecting E-Mail Begins with a Great Plan 134 The Four Elements of an Effective Prospecting E-Mail 136 Hook 137 Relate 137 Bridge 138 Ask 138 Here are a couple of additional examples: 138 Practice, Practice, Practice 139 Pause Before You Press "Send" 140 25 Social Recruiting 140 Social Recruiting Is Not a Panacea 140 The Social Selling Challenge 141 Social Recruiting Is About Nuance 141 Choosing the Right Social Channels 142 Five Objectives of Social Recruiting 142 Personal Branding 144 Building Familiarity 146 Marketing Through Insight and Education 146 Trigger-Event Awareness 147 Research and Information Gathering 147 Outbound Prospecting 147 The Five Cs of Social Recruiting 147 Connecting 147 Content Creation 148 Content Curation 149 Conversion 149 Consistency 150 Social Recruiting + Outbound Prospecting = A Powerful Combination 150 Creating Obligation and Leveraging the Law of Reciprocity on Social Media 151 26 The Law of Familiarity 152 Familiarity Reduces Friction and Resistance 152 5 Levers of Familiarity 153 Persistent and Consistent Prospecting 153 Referrals and Introductions 153 School Activities 154 Events and Networking 154 Personal Branding and Marketing 155 Part IX: Charlie Mike 156 27 Mission Drive 156 The Four Pillars of Mission Drive 156 Optimism 157 Competitiveness 158 Need for Achievement 158 Purpose 158 Embrace the Suck--You Have to Grind to Shine 159 The Enduring Mantra of Ultra-High Performing Recruiters 160 The Mantra of Fanatical Military Recruiting 161 Charlie Mike 162 About the Author 163 Acknowledgments 164.