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Table of Contents
1 Cover
5 Preface: A Tactical Field Guide and System for Selling Price Increases
6 Foreword
8 PART I: Disrupt the Mindset of Fear 1 Sales Professionals Hate Price Increases Salespeople Hate Price Increases Price Increases Matter Types of Price Increase Initiatives Challenges Notes 2 The Five Fears Nobody Wants a Price Increase We Want Happy Customers, Not Conflict Mastering the Fear of Rejection 3 Awareness and the Origin of Fear The Origin of Fear The Curse of Fight or Flight The Obstacle of Rejection 4 Developing Emotional Self-Control Developing Obstacle Immunity Becoming Rejection Proof Four Keys to Developing Price Increase Obstacle Immunity Notes 5 Stop Worrying, Start Preparing Preparation and Practice Know Your Emotional Triggers Leverage Positive Visualization and Self-Talk Part One Wrap-Up: Reflections
9 PART II: Protect Customer Relationships 6 Relationships Matter Price Increase Initiatives Are Dual Focused Navigating Imperfection We Feel, Then We Think Customers Are People Note 7 Triggering Resentment and Contempt Treading on Raw Emotions The Gangrene of Relationships Making Amends The Procrastination Train Wreck Procrastination Can Put Customers in a Bad Position 8 Wait, I Don't Even Know You! Instant Resentment Neglect: The Grim Reaper of Account Retention 9 Price Increases When You Have All the Power You Need Me More Than I Need You 10 Make Breaking Up Hard to Do Leveraging the Status Quo Bias Be the Safest Choice Just Manage Your Accounts Part Two Wrap-Up: Reflections Note
10 PART III: Approaching Price Increase Conversations 11 The Three Approaches to Price Increase Conversations Price Increase Initiative Scenarios The Three Approaches: Presenting, Asking, and Defending 12 Defending Price Increases: Between a Rock and a Hard Place Most Customers Don't Get Angry over Price Increases Be Responsive Do Not Email It In Talk with People Message Matters: Be Knowledgeable If You Make Them Angry, Don't Make It Worse Shut Up and Listen 13 The Price Increase Sales Process Bend Win Probability in Your Favor with
