About the Authors ix Preface xiii Introduction xvii 1 Step One: Be Prepared or Be the Idiot 1 Need and Intent 2 Mental Preparation Made Simple (or Mental Prep for the Simple) 3 Choosing In: The Cure for Cluelessness 4 Simple versus Easy: The Inner Idiot Rears Its Ugly Head 5 Preparation and Passion 7 Preparation and Product Knowledge 8 Preparation and the Written Plan 9 Planning Is Not Procrastination 10 Preparation and Motivation 11 Preparation and Personality 12 Chapter One Summary 16 2 Step Two: Connect with the Clueless 19 Idiotspeak 20 Your Story 21 Your i -Customer''s Story 23 Who versus What 23 Personality is Job One 24 Components of Connection 29 A New Skill Called Connecting 30 The Great Balancing Act 31 Takers versus Exchangers 32 Chapter Two Summary 33 3 Step Three: Confuse to Clarify 35 Confusion as a Tool 36 Surgical Questions 37 The Right Questions Trump the Right Answers 38 Set the Stage and Play the Part 40 From the Mouths of Babes 41 Personality-Based Questions 42 Big Success Comes from Small Steps 45 Chapter Three Summary 48 4 Step Four: Play the Match Game 51 Put it in Reverse 52 Bring it Home 54 Matching Means More Selling, Less Talking 57 The Next Step 57 More Lessons from Children 58 The Match Game and Personalities 59 Chapter Four Summary 63 5 Step Five: Showtime 65 Entertainment versus Boredom 67 Entertainment versus Filling Needs 68 Be Energized 71 Razzle-Dazzle Them 73 Presenting in Style 75 Presenting with Structure 75 Presenting with Technology 76 Rehearsals 76 More Lessons from Children 77 Personality-Based Entertainment 78 Chapter Five Summary 82 6 Step Six: Ask for the Business 85 CECO 86 Asking is Action 88 Ask with Confidence 89 Let Go of the Outcome 92 The Secret to Closing 93 The ABCs of Listening 94 More Lessons from Children 96 Personality-Based Asking 98 Chapter Six Summary 101 7 Step Seven: Circle Around and Make Another Pass 105 Get Out There and Fail 106 Learn to Love the Lessons 107 Turnaround Questions 108 Objections 111 Don''t Be the Monkey 115 More Lessons from Children 116 Personality-Based Objections 117 Chapter Seven Summary 119 8 Step Eight: Annoy Them a Little and Ask for the Business, Again 123 Teaching the Customer How to Buy 124 Failure Is Your Friend 126 Pesky Persistence 127 Stalling 128 It''s in the Cards 134 More Lessons from "Never, Never, Never"-land 135 Personality-Based Annoyance 135 Chapter Eight Summary 138 9 Step Nine: Appreciate 141 The Selling Cycle 142 Make it Memorable 145 The Battle for Mind Share 145 The Present 147 More Lessons from Children 147 Personality-Based Appreciation 148 Chapter Nine Summary 151 10 Step Ten: Get a Referral 153 Fear Not 154 Build Champions 155 Get Some Help 155 Get Them Talking 156 Get an "A" for Asking 157 More Lessons from Children 159 Personality-Based Referrals 160 Chapter Ten Summary 163 11 Step Eleven: Follow-Up 165 No Competition 166 We Have Seen the Competition and It Is Us 167 Put Follow Up into Your mix 167 Time Has Nothing to Do with It 168 Pre-Sale, Pre-Delivery, Post-Delivery Follow-Up 169 It''s Research 169 When? 170 More Lessons from Children 171 Personality-Based Follow-Up 171 Chapter Eleven Summary 175 12 Step Twelve: Practice 177 Don''t Succeed at Being Average 178 Be Impatient 179 Perfect Practice 180 Dangers of Perfection 181 Caring Equals Change 182 Flat Tires Need Changing 183 What are Friends For? 184 Final Lessons from Children 185 Personality-Based Practice 186 Chapter Twelve Summary 189 Index 193.