by Charles H. Green | Publisher: McGraw-Hill | Release Date: November 2005 | ISBN: 9780071588768

Sales based on trust are uniquely powerful. Learn from Charles Green, co-author of the bestseller The Trusted Advisor how to deserve and, therefore, earn a buyer's trust.Buyers prefer to buy from people they trust. However, salespeople are often mistrusted. Trust-Based Selling shows how trust between buyer and seller is created and explains how both sides benefit from it. Heavy with practical examples and suggestions, the book reveals why trust goes hand-in-hand with profit; how trust differentiates you from other sellers; and how to create trust in negotiations, closings, and when answering the six toughest sales questions. Trust-Based Selling is a must for anyone in sales, is especially invaluable for sellers of complex, intangible services.

1. Chapter 1: How Buyers Buy 00:08:39
2. Why Trust Usually Isn't Developed 00:06:24
3. Chapter 2: Trust-Based Selling 00:06:25
4. Selling Without Being Seller-Centric 00:04:26
5. What Trust Does for Buyers 00:04:35
6. Chapter 3: The Business Case for Trust 00:04:45
7. Chapter 4: A Primer on Trust 00:06:10
8. Principle 3: Medium to Long-Term Perspective 00:07:06
9. Chapter 5: Trust Is Not A Business Process 00:02:32
10. Chapter 6: Live The Principles 00:07:54
11. Chapter 6: Live The Principles (continued) 00:07:40
12. Chapter 7: Sell By Doing, Not By Telling 00:05:46
13. Chapter 8: Avoid Mistakes In Trust Creation Process 00:07:44
14. Framing 00:06:48
15. Chapter 9: Check Your Ego At The Door 00:05:38
16. Case 1 - Polite Client 00:07:03
17. Be Yourself 00:07:16
18. Chapter 10: The Relationship Is Not Sum Of Transactions 00:09:35
19. Chapter 11: The New ABCs: Don't Always Be Closing 00:04:37
20. Chapter 11: The New ABCs (continued) 00:04:31
21. Chapter 12: Build Trust Into Negotiations 00:05:22
22. Chapter 13: Be A Radical Truth-Teller 00:06:07
23. Chapter 14: Pick The Right Customers 00:06:27
24. Avoid The Colored Paper Trap 00:07:43
25. Some Companies Are More Trusting Than Others 00:06:53
26. Chapter 15: Answering The 6 Toughest Sales Questions 00:06:24
27. We Don't Need What You're Selling 00:05:52
28. Chapter 16: The Hight Cost Of Winning 00:04:48
29. Chapter 17: Attitude And Other Obstacles 00:07:05
30. Chapter 17: Attitude And Other Obstacles (continued) 00:06:22
31. Seeing Trust In Terms Of Process 00:05:28
32. Believing - The System Won't Let Me 00:05:02
33. Chapter 18: Teach Product People Sales Or Salespeople Product? 00:06:17
34. Chapter 19: Differentation By Selling 00:05:14
35. Chapter 20: Talking Straight About Price 00:08:02
36. Why Talking Price Is Hard 00:07:20
37. Chapter 21: Dealing with RFPs and Purchasing Agents 00:07:37
38. Chapter 22: Killing Trust with Measurements and Rewards 00:03:59