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.

Notes.

About the Authors.

Index.