Chapter 1: Employers Can Fail or Go Broke—And Yours Can, Too.
Chapter 2: But Competition Keeps Cutting My Price.
Chapter 3: Determining Your Competitive Advantage.
Chapter 4: Service as Your Competitive Advantage.
Chapter 5: Why You Really Shouldn’t Mess with Price-Buyers.
Chapter 6: What Buyers and Customers ReallyNeed—Hint: It Isn’t Low Price.
Chapter 7: Things Buyers Would Like Besides a Low Price.
Chapter 8: Your Competitors’Delivery Problems Will Get You Profitable Sales.
Chapter 9: Yeah, But I’ll Make More Money If I Cut My Price—And I Don’t Care If My Employer Does Go Broke.
Chapter 10: How to Face a Competitor’s Price Cuts.
Chapter 11: The Two Cardinal Sins of Selling.
Chapter 12: Buyers Make Good Liars . . . If You Let Them.
Chapter 13: How to “Hang in There” under Intense Pressure to Cut Your Price.
Chapter 14: Indicators That You Are Underpricing.
Chapter 15: Indicators That You Are Overpricing.
Chapter 16: How Prospects Will Attempt to Get You to Cut Your Price.
Chapter 17: How to Finalize a Transaction When You’re Faced with Price Resistance.
Chapter 18: General Guidelines on How to Price.
Chapter 19: Final Thoughts on Selling at Prices Higher Than Your Competitors.
Appendix: The Premium Price Seller’s Ready Reference Guide.
About the Authors.