Acknowledgments xi
Introduction 1
CHAPTER 1 Ensuring Your Sales Coaching Gets Results 3
CHAPTER 2 Sales Mistake #1: Not Being Clear Who’s Buying 17
CHAPTER 3 Sales Mistake #2: Forgetting Why People Buy 33
CHAPTER 4 Sales Mistake #3: Being Self-Focused 47
CHAPTER 5 Sales Mistake #4: Telling Mistruths 63
CHAPTER 6 Sales Mistake #5: Being Ill-Prepared 79
CHAPTER 7 Sales Mistake #6: Taking Too Much of the Client’s Time 93
CHAPTER 8 Sales Mistake #7: Sharing What’s Not Relevant 107
CHAPTER 9 Sales Mistake #8: Missing Prospects’ Buying Cues 119
CHAPTER 10 Sales Mistake #9: Acting like a Traditional Salesperson 131
CHAPTER 11 Sales Mistake #10: Treating Clients as Enemies 145
CHAPTER 12 Making Your Sales Coaching Sustainable 159
BONUS CHAPTER Leveraging Your CRM during Sales Coaching 169
About the Author 191
Index 193