Foreword Anthony Iannarino xiii Chapter 1 The Mysterious Brown Bag 1 The Lesson of a Lifetime 2 A Front-Row Seat into the Mind of a UHP 4 Chapter 2 A Perfect Sales Storm 7 Meet the Ultra-High-Performance Sales Professional 9 Chapter 3 The Irrational Buyer 11 Nail-Biting Suspense 12 The Answer 12 The Reason 13 To Buy Is Human 14 The Secret Ingredient 17 Approach Buyers the Way They Buy 18 Chapter 4 Pattern Painting, Cognitive Biases, and Heuristics 20 Pattern Monster 21 Pattern Painting 22 Mental Shortcuts 23 People Act on Emotion and Justify with Logic 24 Chapter 5 The Four Levels of Sales Intelligence 28 Innate Intelligence 29 Acquired Intelligence 30 A Thirst for Knowledge 31 Technological Intelligence 32 Emotional Intelligence 33 IQ + AQ + TQ + EQ--A Powerful Combination 33 Chapter 6 Shaping Win Probability 35 Poetry 36 Win Probability Is the First Rule of Ultra-High Sales Performance 36 Fanatical Prospecting 38 The Law of Replacement 39 Disciplined Qualifying 40 Mapping Stakeholders 40 Aligning the Three Processes of Sales 41 Sales EQ and Human Influence Frameworks 42 Chapter 7 Dual Process 44 Sales EQ Balances the Scales 45 Four Pillars of Sales-Specific Emotional Intelligence 46 Chapter 8 Empathy 48 The Foundation of Sales EQ 50 Empathy Scale 50 Intentional Empathy 52 Regulating Empathy 54 Chapter 9 Self-Awareness 56 Self-Awareness Is the Mother of High Sales EQ 57 Psychometric Assessments 58 Get a Coach or Mentor 59 Ask for Feedback 60 Write Down Your Goals and Plans 60 360-Degree Review 60 Self-Reflection 62 Chapter 10 Sales Drive 64 Developing Drive 66 Physical Fitness 68 Develop Mental Toughness 70 Chapter 11 Self-Control 72 Managing Disruptive Emotions 73 Genesis of Disruptive Emotions 74 Fight or Flight 77 Cognitive Biases 80 Developing Self-Control 84 Rise Above Emotion and Choose Your Behaviors 93 Chapter 12 Shaping Win Probability Begins with Qualification 95 Chasing Ugly Deals 96 Define the Strike Zone 97 Qualifying Methodologies and Shortcuts 97 Nine-Frame Qualification Matrix 101 Measure Every Prospect against Your Ideal Qualified Prospect Profile 104 Murder Boarding 107 Chapter 13 Engagement and Micro-Commitments 109 Testing Engagement 110 Tune In to Emotions 111 Micro-Commitments 113 Leveraging the Value Bias and Consistency Principle 114 Getting Caught Up in Emotion 115 Chapter 14 Stalled Deals and Next Steps 118 The Bane of Sales Organizations 119 The Cardinal Rule of Sales Conversations 120 Getting Past the Next-Step Brush-Off 122 Ledge 123 Disrupt 124 Ask 126 Chapter 15 Sales Process 128 Disruptive Emotions Disrupt the Sales Process 129 Winging It 130 Complexity Is the Enemy of Execution 133 No Sales Process 133 Aligning the Three Processes of Sales 137 Chapter 16 Buying Process 139 Mapping the Buying Process 140 The Danger of Getting Out of Sync 140 Average Salespeople Dance 143 Shaping the Buying Process 143 Get There First 145 Leverage 147 Average Salespeople Become Buying Process Puppets 148 Chapter 17 The Five Stakeholders You Meet in a Deal 150 The Higher the Risk, the More Stakeholders Involved 151 Know Your Audience 152 Hearts Before Minds 154 BASIC 155 The One Question Ultra-High Performers Never Ask 157 BASIC Mapping 159 Chapter 18 Decision Process 160 Influencing the Decision Process 162 Aligning the Three Processes of Sales 163 The Five Questions That Matter Most in Sales 163 Aligning Decision Making with Social Proof 164 Chapter 19 Do I Like You? 166 No Second Chances with First Impressions 167 Likability: The Gateway to Emotional Connections 168 Connect 168 Pitch Slapping 170 Ten Keys to Being More Likable 172 Connecting Is the Gateway to Lowering Emotional Walls and Discovery 173 Chapter 20 Flexing to Complement the Four Primary Stakeholder Personas 175 Four Predominant Stakeholder Personas 176 Director (DISC Equivalent: Dominant) 177 Analyzer (DISC Equivalent: Conscientious) 178 Socializer/Energizer (DISC Equivalent: Influential) 179 Consensus Builder (DISC Equivalent: Steady) 180 Style Personas Shift 181 Chapter 21 Sales Call Agenda Framework 183 Greeting 184 Call Objective 187 Check Your Stakeholder''s Agenda 188 Frame the Conversation 192 Emotional Contagion: People Respond in Kind 194 Chapter 22 Do You Listen to Me? 197 Why People Don''t Listen 198 Four Principles of Effective Sales Conversations 199 The Fine Art of Listening 201 Active Listening 202 Listen Deeply 203 Activating the Self-Disclosure Loop 204 Chapter 23 Discovery: Sales Is a Language of Questions 207 The Tour 209 Alpha and Omega 211 Joe the Interrogator 212 Ask Easy Questions First 214 The Power of Open-Ended Questions 216 Avoid the Pump and Pounce 217 Fluid Dual Process Discovery 218 Developing Go-To Questions 221 Chapter 24 Do You Make Me Feel Important? 225 The Most Insatiable Human Need 226 How to Make People Feel Important 227 The Law of Reciprocity 229 Obligation and Win Probability 231 Chapter 25 Do You Get Me and My Problems? 232 You Can''t Differentiate When Everything Looks the Same 234 The Age of Transparency 235 Do You Get Me? 236 People Buy for Their Reasons, Not Yours 237 The Power of Language 238 Message Matters 240 The "So What?" Smell Test 241 The Fine Art of Bridging 242 The Three-Step Bridging Framework 244 Chapter 26 Asking: The Most Important Sales Discipline 248 Closing 249 Afraid to Ask 250 The Assumptive Ask 252 Shut Up 254 Chapter 27 Turning Around Objections 258 How Salespeople Create Objections 259 Status Quo Bias and Why Buyers Object 260 You Cannot Argue Stakeholders Out of an Objection 263 Five-Step Objection Turnaround Framework 263 Chapter 28 Do I Trust and Believe You? 270 Emotional Baggage 271 You Are Always on Stage 272 One Brick at a Time 273 Chapter 29 Amache 275 Notes 281 Training and Workshops 288 About the Author 290 Acknowledgments 292 Index 294.