1  Cover

      2  Title Page

      3  Copyright

      4  Dedication

      5  Preface: A Tactical Field Guide and System for Selling Price Increases

      6  Foreword

      7  Acknowledgments

      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 Negotiable Price Increases Presenting versus Asking The Five-Step Price Increase Sales