How to Deal with Difficult Customers: 10 Simple Strategies for Selling to the Stubborn, Obnoxious, and Belligerent

Preface xi

Acknowledgments xvii

About the Author xix

Introduction xxi

1 Understand the Ten Truths About SOBs! 1

2 Toughen up; Sharpen up; Grow up & Go up! 17

3 Don’t Just Be Better, Be Different! 41

4 Take the Fight Out of the Sales Process! 63

5 How to Face and Finesse the SOB “Quadruple Threat”! 83

6 Shovel the Piles While They’re Small! 97

7 Create a Cult! 109

8 Create Urgency to Buy Today! 119

9 Learn to Read an SOB’s Mind! 133

10 Be Prepared to Walk Away! 145

Notes 157

Bibliography 159