Includes bibliographic references and index.

Acknowledgements -- Introduction -- Part I : understanding buying and selling -- How buyers buy -- Trust-based selling -- The business case for trust -- A primer on trust -- Part II : how its done : trust-based selling in action -- Trust is not a business process -- Live the principles -- Sell by doing, not by telling -- Avoid mistakes in the trust creation process -- Check your ego at the door -- The relationship is not the sum of the transactions -- The new ABCs : don't always be closing -- Build trust into your negotiations -- Be a radical truth-teller -- Make listening a gift, not a skill -- Work the same side of the table -- Pick the right customers -- Answering the six toughest sales questions -- Walking the walk : small things add up -- Barriers and challenges -- The high cost of winning -- Attitude and other obstacles to trust in selling -- Teach product people sales, or salespeople product? -- Differentiation by selling, not branding -- Talking straight about price -- Dealing with rfps and purchasing agents -- Killing trust with measurements and rewards m-- Postscript -- Appendix : a compliation of lists -- Index.

From the coauthor of the bestselling "The Trusted Advisor". The author is regularly published in major business publications, including "Harvard Business Review", and also teaches at Kellogg Graduate School of Business and Columbia Business School.