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Foreword Neil Rackham vii
Introduction Why Read This Book? xi
Part 1 The Power Has Moved to the Buyer 1
Chapter 1 The Odd Couple 3
Chapter 2 Buyer's Revenge 27
Part 2 The Five Stages of the B2B Buying Cycle 43
Chapter 3 Stage 1: Awareness and Urgency-Initiating the Buying Cycle 45
Chapter 4 Stage 2: Research 67
Chapter 5 Stage 3: Preferences 89
Chapter 6 Stage 4: Reassurance 105
Chapter 7 Stage 5: Risk-The Go/No-Go Buying Decision 123
Part 3 Fostering a Sales Culture That Facilitates Buying 139
Chapter 8 How Traditional Selling Conflicts with the New Buying Process 141
Chapter 9 Getting Product Marketing Right 155
Chapter 10 Managing Sales to Facilitate the Buying Process 177
Chapter 11 Magic Moments: Creating a Great Customer Experience 199
Chapter 12 Using a Sales Process to Achieve a Sustainable Competitive Advantage 215
Index 231
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